Alright – so today we’ve got the honor of introducing you to Erica Wiley. We think you’ll enjoy our conversation, we’ve shared it below.

Erica, thanks for taking the time to share your stories with us today Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

Putting in my notice with my former employer, without any clear idea of what the future might hold, was one of the most pivotal – and terrifying – days of my life. All I had was a vision of what I wanted my business to be, an LLC name, and one of my last paychecks to get started. That’s it. Looking back, it was easily the biggest risk I’ve ever taken.
I wasn’t someone who took big risks before this. In fact, it was completely outside my comfort zone. At the time, I was at the peak of my real estate career and making great money, and from the outside, I’m sure it looked like I had it all. I was successful by most people’s standards, but deep down, I was completely burned out and miserable.
When I decided to walk away, there was no plan B and no looking back. I stopped practicing real estate the very day I left. It was sink or swim, and I knew that if I truly wanted to make my dream of owning my own Boutique happen, I had to go all in.
That’s not to say it’s been easy. There have been plenty of hardships, and it’s far from a cakewalk even now. If you’re a business owner or entrepreneur, you know how hard those early days and years are (and maybe it never stops being hard – ask me again in a few more years, lol)…but the rewards are unlike anything else. Every success, no matter how small, means so much more because it’s tied to my heart and soul.
The stress of building your own dream/business is completely different from the stress of working for someone else to build theirs. And I’m incredibly lucky to have had the support of my husband, Justin, throughout this journey. I couldn’t have done it without him. He stepped up in ways I’ll always be grateful for, especially when our income took a big hit when I left real estate.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Erica—a wife, dog mom, and the owner of Wish Upon Boutique, a small business I started in January 2023. My boutique is located in Stoughton, WI, where I get to combine my love for fashion with my passion for helping women feel amazing in what they wear.
The decision to start Wish Upon was a big leap for me. In January 2023, I walked away from a successful real estate career to begin a completely new journey. Starting over was terrifying, but I knew it was time to follow my heart. I had a vision, a company name, and one of my last paychecks—and that’s how it all began!
I’ve discovered how much I love helping women step outside their comfort zones and try something new. It’s incredibly rewarding to see someone light up when they find an outfit they feel amazing in, especially if it’s something they didn’t expect to love. Those moments are what make this all worth it.
What makes Wish Upon special? I think it’s the connection I strive to create with every customer. I don’t see my business as just selling clothes; it’s about helping women feel confident and seen. Whether someone is shopping for something casual or for a special occasion, I want them to leave my store feeling like the best version of themselves.
I’m also incredibly proud of the community around Wish Upon. From regular customers who trust me to style them to my friends and family who support me every step of the way, it’s a reminder that this journey is about so much more than just running a business.
If there’s one thing I’ve learned, it’s that taking a leap like this is scary – but it’s worth it. I hope my story inspires others to trust themselves and go after what they really want. It’s never too late to start something new, and what’s waiting on the other side might just change your life.

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

Question: Learning your craft: How did you learn to do what you do? What skills do you think were most essential? What obstacles stood in the way of learning more?

Whenever someone asks how my business is going, I always have the same answer because it’s 100% the truth: I’m learning and growing every single day.
Almost everything I’ve learned about owning a boutique/small business has been through trial and error. There have been plenty of growing pains along the way, but also enough successes to keep me motivated. Coming from a sales and marketing background gave me a foundation, but there was (and still is) so much to learn. I’ve spent countless hours listening to podcasts, reading books, watching YouTube videos, and soaking up advice or resources from anyone willing to share their knowledge. Recently, I joined a small business circle/membership to further my growth. I’m excited to really dig into it after the holidays, which is my busiest time at the store.
My biggest obstacle has always been and still is time. I’m a one-woman show for the most part, though I have a couple of amazing friends/family members who help me out at the store part-time when they can. But the day-to-day operations, planning, and everything else that comes with running a business rests on my shoulders. Most days, I simply run out of hours.
That said, I’ve learned how important it is to set aside time to rest, reset, and relax. In my previous career, I worked constantly and didn’t set boundaries, which led to burnout. Now, I prioritize my health and mental well-being, and I make sure to be fully present when I’m with my family and friends. At the end of the day, those moments and relationships matter more than anything else.

What do you think helped you build your reputation within your market?

Question: Can you share a customer success story – a time when you helped your client or customer achieve a really great result or solved a difficult problem for them?

Honestly, every time a customer leaves the boutique with something that makes them feel happy, it feels like a huge success to me. It truly fills my heart. My regulars and friends have heard me say countless times, “Just humor me and try this on.” The best part of my day is helping someone find something unexpected – an item they wouldn’t normally pick for themselves – that makes them feel special. When a customer steps out of their comfort zone and falls in love with what they see, it’s unbelievably satisfying. It’s also deeply meaningful because it shows they trust me – not just as a business owner, but as a person.
Maybe I’m not changing lives in the monumental way a doctor or teacher does, but making people happy, even if it’s just for a short time, matters. Bringing joy to someone’s day is important, too. As an Enneagram 2, helping people is part of who I am, and I think that naturally translates into how I interact with my customers. I genuinely want every person who walks into my boutique to feel special – and when they do, it’s the best kind of success.

Contact Info:

• Website: https://www.wishuponmadison.com
• Instagram: @wishuponmadison
• Facebook: https://www.facebook.com/share/19SRwqezFE/?mibextid=LQQJ4d

Image Credits

Personal image – No credit.

Boutique Photos: Step Inside Media/Derek & Kristine Marks