Today we’d like to introduce you to Yanell Rieder.
Hi Yanell, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
This story will tell my age. Our family was no stranger to work. I had 2 older sisters and we all were introduced to retail in our early teens. At thirteen, I was cashiering, stocking, and selling candy with the old fashion scale, for TG&Y, a chain Five & Dime store. My first job after high school was with another chain store, Montgomery Ward. Montgomery Ward was built on customer service. This is where I first learned the importance of building relationships and trust with the customers. After a few months, I was awarded the buyer and management position of the men’s clothing department!
My next stop in the retail world was manager of a locally owned Boutique. Going to market and stepping into the buyer’s world was the icing on the cake.
Fast forward to June of 1986, my dream came true and Village Shoes & Boutique was born! There were several expansions through the years, which included the purchase of a historical building in downtown Abilene. 201 Walnut became home to a reimagined Casa Authentique. Our selection of high-end furniture, fine jewelry, shoes, apparel, and gifts filled this 40,000 sq foot building. It was a shopper’s paradise.
Casa has now nestled into our current home where we still focus on our signature brands, our fabulous customers, and an inviting shopping experience.
Thanks to the many great employees, relationships with loyal customers, and a whole lot of luck, we have built a thriving retail store and have been referred to as “The Neiman Marcus of West Texas.”
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
Has it been a smooth road? So many of the obstacles present in the 80s have repeated themself through the years. We’ve had oil crisis, inflation, wars, droughts, floods, and blizzards. All the while we kept doing what we needed to do, get up and show up and take care of the customer. At the end of the day, the customer is going to shop where they are treated fairly, have great products to shop and where they are appreciated.
So, has it been a smooth road, no it hasn’t, but the benefits of this business and all the great people you get to dress and make feel special, are worth every year of it.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Being in retail isn’t just about retail. It’s about philanthropy, community involvement, and helping those less fortunate. Owning my store has allowed me many opportunities to serve on boards, volunteer for non-profits as well as co-ordinate many fundraisers.
My claim to fame is starting Fashions for the Cure in 2004. This is an evening-style show, where all the money raised stays in Abilene and the surrounding 18 counties, to help cancer patients from all walks of life. It really tugs at your heart when you see first-time survivors and some multiple-time survivors, walking the runway. I have been so very blessed with the best friends that have helped plan, coordinate, raise and donate money and model!
What sort of changes are you expecting over the next 5-10 years?
With much of the world being online, whether selling or buying, staying in business for the independent retailer will not get any easier. I’m hoping that customer relationships and service will be important enough to help sustain the small businesses. It will be a sad world if we lose that personal relationship.
Contact Info:
- Email: info@casaabilene.com
- Website: www.casaabilene.com
- Facebook: @casaabilene.com
