According to the federal Bureau of Labor Statistics, 76.8% of small businesses startups survive one year, but 50% fail within five years and only 35% make it to the 10-year mark.
So how did JAYNE Boutique in downtown La Grange survive in a decade that included a pandemic that shut down so much of the economy?
“The shoes are the secret sauce,” Katie Cummings said with a laugh just before she cut the cake celebrating the store’s 10th anniversary. “Women love shoes, and we’ve trained them to know that they can come here.”
Cummings, the business’ president, was joined by at least 100 people, jammed into the space at 20 W. Harris Avenue to celebrate the day — and do a little shopping.
“This has been really exciting,” Cummings said. “We were looking forward to kicking off the holiday season with this party and it’s just completely blown us out of the water. There was a line of women waiting this morning and it’s been busy all day.”
JAYNE Boutique, a local chain named after its founder’s grandmother, has stores in several Chicagoland locations in addition to the La Grange store, including Oak Park, Orland Park, Glen Ellyn, and one in Lake Geneva, Wisconsin.
“Year after year, it’s been record-breaking at this store, even through COVID,” Cummings said. “I think we’ve created a really nice environment for women to come and shop and see their friends and see their neighbors.”
In an age of sophisticated marketing strategies, Cummings credited the La Grange Business Association for always being supportive and said that much of JAYNE’s success can be attributed to an old school method — word of mouth.
And part of that word of mouth undoubtedly comes from the experiences shoppers have had with long-time employees like Sheila Higney.
“I started here before we officially opened, when everything was still draped in black tarp,” she said. “I was unloading clothes, tagging and labeling, and I’ve been here 10 years. It’s been a fun ride, the community’s great, it’s been very supportive of all of us, and we really have a great team of employees here. It’s like a family.”
La Grange Park resident Kyle Nowak described her attire for the evening as a walking billboard for the store.
“I love the people here and the selections,” she said. “I spend a decent amount of money when they have a sale. It’s not like a Target, but it’s not like Nordstroms, either. They’re accessible.”
Elyssa Gall works across the street and added credence to Cummings’ comments about the abundance of shoes, saying “I love their shoe selection.”
La Grange Community Development Director Charity Jones was in the house to celebrate the anniversary.
“They’re an anchor in our retail community,” she said. “We’re thrilled and we hope they stay here many, many years.”
Jones pointed to the success of La Grange’s business community in the wake of a pandemic that some communities have still not recovered from.
“In the central business district, we have very few available spaces and still people are interested every day in opening a business in La Grange,” she said.
LGBA President Stephanie Posey agreed, pointing to the packed house during the anniversary celebration at JAYNE.
“I’s showing that small business is alive and well in downtown La Grange, and it’s a great thing to celebrate,” she said.
LGBA’s new executive director, Dan Mulka, was excited to be at the celebration.
“I was surprised at the turnout, I didn’t know what to expect walking in,” he said. “There were lines all over the place, people shopping. It was great to see.”
Hank Beckman is a freelance reporter for Pioneer Press.
