We caught up with the brilliant and insightful Meet Whitney Crabtree and Cameryn Williams a few weeks ago and have shared our conversation below.

Whitney and Cameryn, looking forward to hearing all of your stories today. undefined

The boutique industry is incredibly competitive and often oversaturated. Recognizing this, I began exploring ways to carve out a unique niche and distinguish my business. I focused on creating an experience that would attract attention and set us apart from the crowd. I aspired to create something truly unprecedented. I had a concept simmering in my mind for a boutique vending machine, but I wasn’t sure how to bring it to life. Through extensive research and after connecting with numerous companies, I successfully developed a fully customized boutique vending machine. Now, our machine offers a curated selection of items, from T-shirts and accessories to unique gifts.

Our customers have embraced the concept and appreciate the convenience of purchasing boutique-quality items through a quick and easy vending style checkout process. It has a fully digital catalog as if you were shopping online filled with videos, photos and descriptions of each item. They select the items they wish to purchase and watch them drop down from our hot pink machine! Our first vending machine is located in Cool Springs Mall, and we have plans to expand to additional malls, airports, and hotels.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My daughter and I launched The Willing Crab Boutique in May 2020, during the COVID pandemic. Initially, we started as a strictly online presence, offering preorder items to a small group of women through a Facebook group. In 2021, we expanded with a mobile boutique—a fully functional boutique on wheels that allows us to travel throughout Nashville and surrounding areas for various events. We are currently online and in four locations: The Basement Marketplace in Old Hickory, TN, Market Grove in West Town Mall in Knoxville, TN, and Market Grove in Opry Mills Mall in Nashville, TN. The boutique vending machine is located in Cool Springs Mall in Franklin, TN. Beyond women’s clothing and accessories, we offer permanent jewelry, a custom hat bar, and a custom charm bar. We offer the ability to shop online, in store, mobile events and private parties.
We have a deep passion for fashion and are dedicated to helping women feel confident and excited about what they wear. We treat our customers as friends and aim to build long-lasting relationships with them. Our goal is to provide an experience and connection where customers not only discover amazing pieces for their wardrobe but also leave feeling like they are a part of The Willing Crab family.

Can you share a story from your journey that illustrates your resilience?

In November 2020, we opened a store in Lebanon, TN. Unfortunately, shortly after, in March 2021, the town experienced a flood which severely affected our store—everything inside was lost, leaving me feeling defeated. Although giving up seemed like the easier option, I chose to persevere and considered what my next steps would be. We decided against opening another brick-and-mortar location and instead built a mobile boutique. This allowed us to travel and offer our products to a larger audience. With the help of our friends at Tennessee Home Remodeling and Premo Air, we created a beautiful, fully customized boutique on wheels.
Of course, there have been many hurdles over the last five years, but instead of giving up, we take what we learn from those experiences and use it to create something even better. When faced with challenges, we remind ourselves that ‘this too shall pass.’ We learn, grow, and continue to move forward

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

We stay connected with our clients through various channels. Our Facebook group is where it all began, and we continue to engage with thousands of customers there daily. It’s not only a place where we share what we offer, but also a safe space for women to connect. We have the most amazing and loyal customers! The connections we build with them and their referrals are a huge part of why we are successful.
Additionally, we utilize Instagram, TikTok, and email to update our customers on new arrivals and events. We host events three to four times a month across Nashville, Mt. Juliet, Knoxville, and even Memphis, TN

Contact Info:

• Website: https://www.thewillingcrab.com
• Instagram: https://www.instagram.com/thewillingcrabboutique/
• Facebook: https://www.facebook.com/TheWillingCrabBoutique/
• Other: Facebook VIP Group:
  https://www.facebook.com/groups/583614812537847