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

Kristen, thanks for joining us, excited to have you contributing your stories and insights. Let’s talk legacy – what sort of legacy do you hope to build?

I hope the legacy I leave behind is one of someone who truly cared—about her community, her people, and using my business to make an impact. On the surface, I may be just a boutique owner, offering fashion that helps women feel confident, beautiful, and empowered. But beyond the racks of clothing, I’m someone deeply rooted in a mission to uplift and invest in the town I love.

Whether it’s donating to local charities and fundraisers, hosting in-store events to support nonprofits, giving other small businesses a space to grow, or sponsoring youth sports—I show up, because this community matters to me. I take pride in being at the center of downtown Tehachapi. I take pride in being part of local festivals, wine walks, and farmers markets—not just to represent my business, but to be part of something bigger.

My door is always open. I want people to know that Wild Roots is more than a store—it’s a homegrown business ran by a local girl.. I hope when people think of me, they remember not just the clothes, and pretty accessories, but that I cared.

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.

My name is Kristen Baquerizo, and I’m the owner and founder of Wild Roots Style Co. I studied Graphic Design with an emphasis on Apparel Design at FIDM in Los Angeles, where my love for fashion, design, and streetwear truly came to life.

Growing up in a small town with limited places to shop, I always dreamed of creating a space where style and self-expression could thrive—right in the heart of a community like mine. That dream, combined with my education and lifelong passion for fashion, led to the creation of Wild Roots Style Co.—a boutique built on creativity, confidence, and connection.

My name is Kristen Baquerizo, and I’m the owner and founder of Wild Roots Style Co. I studied Graphic Design with an emphasis on Apparel Design at FIDM in Los Angeles, where my love for fashion, design, and streetwear truly came to life.

Growing up in a small town with limited places to shop, I always dreamed of creating a space where style and self-expression could thrive—right in the heart of a community like mine. That dream, combined with my education and lifelong passion for fashion, led to the creation of Wild Roots Style Co.—a boutique built on creativity, confidence, and connection.

Wild Roots Style Co. is a women’s clothing, accessories, and gift boutique located in downtown Tehachapi, CA. Wild Roots Style Co. carries modern clothing, with a western boho flare. We are a size inclusive boutique carrying sizes Small to 3XL, in a variety of styles. We carefully hand select all our of inventory, and offer quality items at fair prices. We believe we have something for any woman, at any age, and any style preference.

Wild Roots was originally created for the women of our small town, with a necessity for a place to get modern day clothing, locally. However, after nearly 4 years in business we can say we have become more than that.

We have become a place you bring your out of town guests, your go to when you’re in an outfit crisis, your weekly Tuesday night LIVE television show, your place you go to have your YOU time, the place you go to share your good news and your bad, and a place full of women empowerment, friendship, and laughs.

Any advice for growing your clientele? What’s been most effective for you?

I’ve tried it all—social media ads, email blasts, text campaigns, and giveaways—in hopes of growing my clientele. But the one thing that consistently outperforms everything else? Word of mouth.

When someone walks into Wild Roots and feels welcomed, safe, and seen… when they’re met with genuine connection, top-notch service, and beautiful, unique pieces they can’t wait to show off—they talk about it. They tell their best friend, who then tells her sister, who brings in her coworker. That ripple effect is powerful, and it all starts with the experience.

My biggest strategy for growth isn’t just about marketing (although marketing is VERY helpful)—it’s about creating a space people want to return to. What can I offer that big-box stores and online retailers can’t? Maybe it’s a warm cup of hot chocolate on a chilly day, a cozy “man couch” with Wi-Fi for patient husbands, or the joy of creating a custom one-of-a-kind hat with a lifelong friend who’s just come into town.

At the end of the day, it’s the feeling people leave with that keeps them coming back—and keeps our little boutique growing.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One of the biggest lessons I’ve had to learn as a business owner is how to let go of being a people pleaser. While there’s definitely value in making customers feel heard and cared for, my people-pleasing tendencies were in overdrive when I first started.

If someone asked me to carry a camo dress? I ordered it. Wanted a specific (and overpriced) brand of jeans? You got it. Wanted to sell your houseplants in my store? Absolutely, bring them in.

But over time, I realized that saying yes to everything was watering down my brand. I had to get clear on what Wild Roots stood for—what story I wanted it to tell, what kind of experience I wanted to create, and who my ideal customer really was. That meant learning to say no with love and intention.

Now, I focus on curating pieces and partnerships that align with the heart of my boutique and speak directly to the women I serve. And that clarity? It’s been game-changing.

Contact Info:

• Website: https://shopwildrootsstyleco.com
• Instagram: https://instagram.com/wildrootsstyleco
• Facebook: https://www.facebook.com/wildrootsstyleco