It all started with a dress.
Last minute shopping isn't fun, but when I entered into West N Whit the day before a photo shoot I was greeted by Madison Avila, and my day went from a rushed 3 stores down and nothing to wear, to an experience that would put us here today. Her energy and presence in the store was something you don't come by often. From the greeting to the good-bye and everything in between, Madison was the girl you wished you were friends with. One year later, and I knew exactly who I wanted to interview for Internationals Women's Day.
In the heart of Fernley where everyone knows everyone, Madison's story is one of unwavering resilience. Life threw curveballs that would have stopped many in their tracks, but Madison was fueled by determination and led by faith that not only helped her to navigate those obstacles but helped her to emerge stronger than before and transforming her dreams into a thriving local business, all while raising three children on her own.
West N Whit Boutique
Did you know this boutique is named after her two oldest children? Westley and Whitney are the inspiration behind the name that fits so elegantly behind this local gem. What started as an online, out-of-home boutique, transformed into a local store front after just 3 years. But Madison's story starts long before opening day. Madison's life was a rollercoaster of adoration and manipulation. Suffering from an abusive relationship, she recognized the patterns and slowly reclaimed her life. Madison's story is one to celebrate.
"This is my fresh start to create stability for my children, get us out of there. A safe place, a place to not put another kid through this. Something that is all mine, that no one can take away from me".
Since day one her priority has always been her children, and becoming an Entrepreneur has allowed her the flexibility to not only be present but to create a strong and supportive home environment for them. From suffering in silence, selling items online out of her two-bedroom apartment, to opening a store with a baby on her hip, she has without a doubt broken through barriers to achieve her dreams and show women everywhere that:
"There is always a way to do it. You can be a great mom and store owner; you can have your dream job. You just have to be willing to create your own path and not be afraid to fail because you will always get back up"
And that's just what she did. Opening a physical location was not easy. Madison was still in her abusive relationship, and she needed a way out. So, she decided to take matters into her own hands and create her own safe space. Once she secured her location, she slowly started moving into her store. Box by box, item by item, every piece she sold became an investment into herself and her store.
"Having a business showed me a lot of grace. Each purchase changed both mine and my kid's life. My customers don’t know they saved us."
Meet Westley, Whitney and Walker. The reasons behind her dedication and determination.
The freedom to be creative without a cap limiting you and the ability to have your own vision is what Madison was after. But there were a lot of trials and error to get to where she is today. When she first opened, she was trying so hard to please everyone She lost track of who she was, what her store was representing. She slowly felt as if she was losing control, and her life was becoming a mess again. Only this time she knew what she had to do - reclaim her life, in this case, her boutique. The focus on her style is what made this business such a success. Madison's business model was designed to focus on what her and her friends like and would want to wear. Who would have thought that keeping it simple and being yourself is all you needed in order to be successful. Her store is for Mom's and Women who want to be comfortable, who want to look cute and dress up, because guess what, you can be a mom and still be a babe. Graphic Sweaters? Yes, please. Summer dresses, jewelry and everything in-between is handpicked by yours truly.
Madsion had a successful 6 years running her Boutique. But her business was supposed to be about her and her kids, not the other way around. West n Whit slowly ate away at time with her family, the hours became more demanding, and it was harder and harder to be present in her children’s lives. “It was a hard decision, it felt like I was back tracking or failing but it opened other opportunities. I’ve been so grateful for the time in the store, but it was time to let go and move on and start new adventures.” Last year Madison said goodbye to her first store front. And after taking some time off, she’s ready to come back stronger than ever and take control of what she really wants. Madison has measured her success by how well her home life is going, how happy her kids are. And for a while there she was struggling while in a abusive relationship, the help and guidance she received from Community Chest during her time of need gave her the confidence to push forward. Now that she’s been able to regroup and focus on her family, she knows what her next step is. Madison is on a mission to open a new location in Reno and partner with a program that will help to supply funds and clothes to families in need with every purchase.
“It’s a blessing to be a blessing”
If you're looking for ways to help support Madison and her children or are in need of a new date night outfit, check out her online Boutique. You're guaranteed to find something you love.
