We were lucky to catch up with Gina VanTimmeren recently and have shared our conversation below.

Gina, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?

I was in college studying Fashion Merchandising and Design when I had the opportunity to do an internship in London. During my time there, I discovered charming boutiques for the very first time. I was captivated by the concept—each store was thoughtfully curated, offering a unique and intimate shopping experience. It sparked something in me.

Many of the boutiques I visited had a higher price point, but I envisioned bringing this idea back home with a more accessible, moderate price range. Over 20 years ago, there weren’t many (if any) boutiques in our area, and downtown Grand Rapids was just beginning its revitalization. After graduating, I saw the perfect opportunity to bring my concept to life.

I knew that clothing had a profound impact on how women feel about themselves, and I wanted to create a space where shopping felt personal and special. My vision was to offer a boutique experience that wasn’t overwhelming—no endless racks of clothes—but instead a beautifully curated selection with personal service and honest feedback.

Looking back, I always joke that I would never have the courage to do what I did back then. I was just 23 when I started working on opening my store—young, fearless, and ready to take on the world!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Over the years, I’ve learned to stay true to myself and my vision. Early on, I made the decision not to get caught up in comparing myself to competitors or trying to emulate what they do. That kind of energy is better spent focusing on my customers and growing my business. I value community over competition—so much so that I’ll gladly send my customers to other local businesses if it means helping another female entrepreneur succeed.

Another thing I’m incredibly proud of is simply making it 20 years in this business. It hasn’t been a smooth ride—there have been plenty of ups and downs, including navigating a tough economy and the challenges of COVID. During the pandemic, I worked harder than ever to keep Gina’s Boutique afloat. I filmed weekly try-on videos, posted them so customers could shop online, and personally delivered orders locally.

After COVID, I made one of the biggest decisions for my business—we relocated from downtown Grand Rapids to Ada, Michigan. This was a pivotal moment in Gina’s Boutique’s journey. The move allowed us to create an even more welcoming and community-focused shopping experience, which has been instrumental in our growth over the past four years. I truly believe this change helped us better serve our customers and align with the heart of what my business is all about.

Recently, we launched a new website, which has made it even easier to connect with our customers both locally and beyond.

Discipline has also been a cornerstone of my journey. It may sound simple, but one of the most important things I’ve learned is the value of consistently showing up every day—whether that’s being in the store, working from home, or creating online content. Showing up is what I do, and it’s been key to growing Gina’s Boutique and maintaining strong relationships with my customers.

At Gina’s Boutique, we specialize in providing comfortable styles for mom life—perfect for running here, there, and everywhere—as well as cute, stylish outfits for nights out. Our goal is to help women find pieces that fit their lives and make them feel amazing. Beyond the clothes, we focus on creating a warm, welcoming shopping experience with personal service and honest feedback.

What sets us apart is our dedication to our customers and our community. Shopping here is more than just picking out clothes—it’s about feeling good, connecting, and leaving with pieces you’ll love for years to come.

Above all, I’m proud that Gina’s Boutique has become a place where women—especially busy moms—can come to feel seen, valued, and confident. Whether you’re shopping in-store or online, we’re here to help you navigate the joys and chaos of life while looking fabulous every step of the way.

What’s a lesson you had to unlearn and what’s the backstory?

For years, I thought that doing everything myself made me a good entrepreneur. I was trying to juggle it all—even the things I’m not naturally gifted at—because I thought that’s what it took to succeed. Like many entrepreneurs, I’m the creative type, constantly throwing out a million ideas and running in a dozen directions. But then I attended a conference that completely shifted my perspective. I learned about the concept of being the visionary—focusing on the big picture and hiring people to help execute the details.

This lesson has changed the way I work and how I run my business. It’s still a work in progress, but letting go of the idea that I have to do it all has been incredibly freeing. It’s taught me that my role as a leader is to guide the vision, not carry every piece of it myself.

Can you tell us about what’s worked well for you in terms of growing your clientele?

These days, it’s so easy to get caught up in social media—especially in my business—because it’s fun, visually appealing, and honestly, a little addicting. But the real growth tool, hands down, is email marketing. Collect every single email you can, and email your list consistently—more often than you think you should.

Yes, we all claim to “hate” emails, but let’s be real: we check our inboxes multiple times a day. The best part? You own your email list. Social media followers can disappear overnight (thanks, algorithms), but your email list is yours. If you’re not already focusing on growing it, start now. Your future self will thank you!

Contact Info:

• Website: www.ginasgr.com
• Instagram: https://www.instagram.com/ginasboutique/
• Facebook: https://www.facebook.com/ginasboutique/
• Yelp: https://www.yelp.com/biz/ginas-boutique-ada

Image Credits
Olivia Easterday Ashley Wierenga