We caught up with the brilliant and insightful Tiffany Lawrence a few weeks ago and have shared our conversation below.

Tiffany , looking forward to hearing all of your stories today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

My mission is simple – to help women find their #stylefromtheinside. My story began as a child suffering early on from low self esteem. I was born prematurely and had a few spokes out of my respiratory wheel, as my physician use to say. So, my mother, being an elementary school teacher, asked what I wanted to do to feel better about myself. My answer – I wanted to wear my lime green socks every day! When I had them on, they were my superpowers and with them I could do anything. So, now, as owner of two Apricot Lane Boutiques, and as a strategic communications consultant, I help women find their superpowers from the inside. I encourage them to find a little lime green, whatever they may be for them! Fashion isn’t just outer expression, it is very much about dressing the soul.

When I found Apricot Lane Boutique Headquarters about two years ago, and become a franchisee (now, x2), I felt that their mission of empowering women to become entrepreneurs aligned well with my personal mission and vision for my company. It’s been a tremendous fit for me personally and for my community and clients I serve.

Tiffany , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I have had a varied background, but the straight line that connects all of my careers is the people centric nature of what I do and have done in each role and the relationship building that is my differentiator and my true super power. As a Doctor of Executive Leadership, I cherish relationships and understanding my clients own leadership styles and getting to know what drives them – whether it be through fashion or my communications work.

I started my career as a Marketing Manager for Penn Gaming – Hollywood Casino at Charles Town Races where I managed casino promotions, PR and community relations. From there, I managed a regional United Way as their Director of Resource Development and Marketing where I worked with a myriad of donors to bring funds to fruition for community programs. While there, I also was elected and served in the West Virginia House of Delegates for three terms. I was named Assistant Majority Whip and the Chairman of the Committee on Political Subdivisions. I still hold the title as the second youngest woman ever elected in the state. At the time I was the first to serve at age 26. From there I continued to fundraise and led a team focused on building high-level philanthropic relationships across the outdoor industry with corporate partners, foundations, and major donors from Georgia to Maine as Vice President of Membership and Development at the Appalachian Trail Conversancy.

For the last seven plus years, I have led the Shenandoah Valley regional office for the strategic communications firm, Orion Strategies, and was responsible for creating and managing outreach strategies for clients including public relations, government affairs, grassroots advocacy, polling, research and creative services.

Just this week however, I made a huge career leap and hung my own shingle starting my own strategic communications firm, Kenna Communications, where I’ll continue to provide government relations and communications services to clients.

This choice as allowed me to focus more on my clients, but to also work toward scaling my two locations of Apricot Lane Boutique in both Ranson, WV and Winchester, VA. My heart is in the boutiques. I love provide unique affordable fashion to women of all backgrounds and provide one-on-one personal style appointments. The devil is in the details and we pride ourselves in providing the best quality product by offering a price point for everyone!

We’d love to hear about how you met your business partner.

I literally put my business partner in a commercial almost 17 years ago! Now my husband, and business partner, I casted him in a casino marketing commercial way back then. At the time, my script called for a young male school administrator. That day, I walked into a local Chamber of Commerce meeting held at a local high school. A young assistant principal opened the door for me. About two weeks later, I asked him if we would consider being filmed for a commercial and discussing on camera how revenues from table games supported his county education system. I even had him raise his arms and flex when we said “community strong”.

The rest is history. Now he flexes for me every time I ask him to move boxes of product for our boutiques each week!

How’d you build such a strong reputation within your market?

I live by my 3 R’s Relevance, Relationships, and Reputation. My professional background has widened my path and allowed for my businesses to take root in our local communities. I tell young mentees all the time, that the most important things I process aren’t things at all – they are my 3 Rs. I remain relevant by continuing to be a lifelong learner. I learn something new each and every day. I continue to build relationships and strengthen them and I live and breath by my reputation of being good to people and living as a servant leaders. I truly believe that what you do comes back to you! I am extremely grateful for all of the mentors in my life, and it’s my hope that I can share a little of my learned wisdom with others.

Contact Info:

• Website: https://apricotlaneboutique.com/store/ranson/
• Instagram: https://www.instagram.com/apricotlaneranson/
• Facebook: https://www.facebook.com/apricotlaneranson
• Linkedin: https://www.linkedin.com/in/tiffany-lawrence-del-mba-70792946/