Boutique’s new identity provides better focus

Erin Scoggins has given her boutique a new identity to better fit the focus of her business.

Visitors of Turkey Creek will find a sign, 31:30 Boutique, had replaced the previous “Butterfly Boutique” sign, at 11677 Parkside Drive next to I Love Juice Bar.

“We’re still trying to get our name out there,” Scoggins the store’s co-owner, said.

When Scoggins and her mother, Nila Scoggins of Dayton, opened the shop July 8, 2015, the store was named Butterfly Boutique because, she said, when she was starting the business, she was still selling baby clothes in Nebraska, her former residence. But after seeing

for whom the market was evolving — women, Erin said 31:30 Boutique was a better fit.

Scoggins said she also had women tell her, “Oh, I just thought you were a children’s shop, so I didn’t come in.”

The store’s new name refers to Proverbs 31:30: “Favour is deceitful, and beauty is vain: but a woman that feareth the Lord, she shall be praised,” as quoted from the King James Version of the Bible. The English Standard version states: “Charm is deceitful, and beauty is vain, but a woman who fears the Lord is to be praised.”

While the store still carries children’s and infant merchandise, she said its main focus is women’s merchandise. Scoggins sells boutique clothing and gift items in the store, and a portion of the proceeds benefit a hospital in Naivasha, Africa, where she had once worked during a mission trip.

For every purchase in the store, Scoggins said a newborn at the Naivasha Women’s Hospital would receive an item of need for his or her birth.

A Dayton native, Scoggins was a nurse before she ventured in to the retail business.

“I went to Omaha, Neb., for a nursing program,” she said. “I stayed out there for six years, but three years ago, I got into retail on the side.” She would work as a nurse and then in retail on her days off.

“I moved into a co-op with different vendors, and I was able to start with a small space,” Scoggins said. “I would do events, little pop-up boutiques and craft stores.”

However, she said her family wanted her to return to Dayton so she came back to Tennessee with plans to open a store. Scoggins researched locations and found Turkey Creek.

The store is open from 10 a.m. to 6 p.m., Mondays through Fridays, from 10 a.m. to 7 p.m. Saturdays and is closed on Sundays. For more information, visit 31:30 Boutique’s Facebook page or its Instagram address @3130BoutiqueandGifts or call 865-288-0733.