We were lucky to catch up with Christine Ubbink recently and have shared our conversation below.

Hi Christine , thanks for joining us today. How did you come up with the idea for your business?

I love exploring boutiques and finding unique small businesses whether it’s in a larger city or a small town. I’m tactile by nature, fascinated by texture, style and high quality goods, whether it’s fashion or food. Collecting unique jewelry and articles of clothing has always been a passion. Since my career was less-than-fulfilling, I began to think about what it would be like to curate a collection of items to share with others. I started by reaching out to brands that I knew and loved. It’s evolved into something even better than I’d hoped as a vast pool of local talent emerged along the way.

Christine , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Zhush Modern started with a desire to bring modern, lasting clothing and accessories to an under-served demographic in Auburn. It has grown and evolved into not only that, but also a place to showcase other small businesses and locally made products. We feature accessories from hand-made jewelry to scarves printed with local trail maps. Other locally-sourced offerings include what we’ve deemed our Modern Market: chai concentrates, teas, spices & rubs and ceramics. In direct contrast to the online or big box store options, a boutique offers a unique experience: you can verify quality, try things on, test things out and know what you’re getting while also supporting fellow community members.

I love meeting and interacting with new people and sharing my passion for all of the amazing things we stock! If you’re a visitor to the area, come by the shop and I’ll share lots of cool information about the surrounding community as well.

Spending money with local businesses helps our local economy grow. We eat, shop and spend money in our neighborhoods, so everyone has a chance to thrive!

Have you ever had to pivot?

Prior to opening Zhush Modern, I had a career as a Commercial Interior Designer. I spent the majority of that career working for architectural firms on large-scale projects such as Civic Buildings and Schools. Although it was fulfilling to create these amazing spaces, the process was often tedious, with many hours spent on documentation rather than the design that I was most passionate about. I ended up pursuing marketing/outside sales in the Architecture & Design community. I enjoy meeting and connecting with people and the idea of a boutique was never out of my thoughts. Upon moving to Auburn in 2017, the idea of opening a boutique really took root and Zhush Modern opened in late 2018.

Let’s talk about resilience next – do you have a story you can share with us?

Resilience. Getting up after you get knocked down. Anyone that has been in business in the last 5-6 years knows this feeling well. Only 17 months into my boutique journey, I was faced with a mandatory shut-down. It left the retail landscape permanently changed. Faced with the prospect of no in-person sales, I focused on creating an online presence, only to realize that although it offers an alternative income stream, it deviates from the original purpose of a boutique experience. In the years since, I’ve learned that diversity is critical and balance is key.

Seeking out not only new items, but new ways to present and engage with customers is what makes a business successful. In 2021, I partnered with a fellow small business owner to start offering artisan markets in my community. It provides an opportunity to showcase not only the shop, but also talented local makers. I also offer private workshops (Re-Defining Fashion) and other pop-up vendor experiences. The shop is ever-evolving.

Contact Info:

• Website: www.zhushmodern.com
• Instagram: @zhushmodern
• Facebook: zhush modern
• Linkedin: Zhush Modern

Image Credits
Christine Ubbink