Innovation

Intro Boutique opened in Downtown Cleveland in 2017 having identified a significant gap in the local market for women's retail, which it aimed to fill with a distinct focus on sustainability and ethical practices. From its inception, the boutique has been deeply committed to sourcing fair trade, sustainable, and ethical products, including denim that minimizes water waste/pollution, and bags made from mushroom fiber. These products are not only environmentally friendly but also support local businesses and craftsmanship, reflecting the founders' dedication to responsible consumption and production. By emphasizing sustainability (which is often synonymous with a higher product acquisition cost), the boutique has had to navigate the challenges of maintaining affordability. This has meant taking a cut on profits to sell products the founders believe in, which reiterates their commitment to making a positive impact over maximizing financial gain. The company's founders, leveraging personal sacrifices and a deep commitment to their vision, have built a business that serves as a model for sustainable retail, showcasing the possibility of balancing ethical considerations with commercial success.

In terms of SDGs 11 and 12, Promoting Sustainable Cities/Communities and Responsible Consumption and Production respectively, Intro Boutique is trying to support using sustainable ways of making clothes. By using ethically-sourced materials for their products, they are directly educating consumers about the importance of sustainability in their purchasing decisions, and fostering a larger culture of mindfulness regarding the ecological footprint of retail. In the process, this also leads to marginally less waste in the process of producing clothes, which is a noble goal considering that fashion production comprises 10% of total global carbon emissions and produces water waste and pollution — ties to SDG 13 (Climate Action). Finally, through establishing partnerships with local artisans, suppliers, and the Downtown Cleveland Alliance, Intro Boutique exemplifies how collaboration can amplify positive impact and progress towards sustainable urban development. In doing so, Intro Boutique emerges as a small business capable of driving major positive change within its community and beyond — embodying the spirit of SDG 17 (Partnerships for the Goals).

Inspiration

Emily Kovach was inspired to create Intro Boutique based on the fact that there were not a lot of retail stores in downtown Cleveland, specifically one that targeted a female audience. So, wanting to bring a women's retail to downtown. Specifically, Emily’s sister, Elaina, would hear her customers at the hair salon she used to work at always complain how there is nowhere to shop in Cleveland. So, in order to “combat the feeling of there being nothing to do in Cleveland”, Emily and Elaina innovated by bringing a women focused retail store to downtown Cleveland. The Kovach sisters also believed that not only are there not enough retail stores in downtown Cleveland, but there is not enough areas in Cleveland catered to a female audience. Most areas are either bars, restaurants or the sports arenas such as the Rocket Mortgage Fieldhouse and Progressive Stadium.

When the topic of what inspired her, Emily Kovach responded by telling us that the sustainability aspect was crucial and that they use denim specifically because it helps prevent waste and water pollution. She also mentioned that she never wants to sell a product that is over $100 and will even take profit cuts to ensure that as she is more focused on "selling a product that we believe in" over the capitalistic benefit of an entrepreneur focused business. With that being said, Emily has since met a lot of people through Intro Boutique and gets praise for the company from her customers. Emily also mentioned that something common for her customers after shopping was that “it’s nice to do something in Cleveland.”

Overall impact

Intro Boutique’s founders identified a long-standing problem in the scene of downtown Cleveland – there was no retail and in particular, no fashion stores catered to a female audience. By establishing Intro Boutique, they were immediately able to tackle both these problems and start a new trend of activity downtown. They were able to reach an audience much larger than their initial target customer of young people living downtown by catering to not only young people living downtown, but also tourists, especially those visiting Cleveland for conferences and conventions. Additionally, by setting up their business in a location without many competitors, Intro is able to promote and educate their customers on fair trade and environmentally-conscious consumption through their ethically-sourced and sustainable materials even to a target audience that wasn’t already interested in this.

The feedback they receive from other businesses in the Cleveland Downtown Alliance constantly reminds Intro Boutique of their initial goals and their progress towards achieving them. Additionally, the dedication and passion that the employees display is a clear indication that the purpose behind Intro Boutique matters, and other people believe in it too. One of Emily’s signs of success is “have employees that share the same passion” and being able to pay them well.

Additionally, by engaging in responsible sourcing of materials and promoting this consumption behavior to their customers, Intro is able to work towards achieving the UN SDGs 11, 12, and 13. In a couple of years, hopefully Intro Boutique will be able to measure their individual impact towards the larger picture of encouraging Cleveland-made sustainable products and making Cleveland a sustainable community.

Business benefit

In the years leading up to the COVID 19 pandemic, Intro was able to build a strong customer base, working with a small, tight knit group of employees with a real bond with one another. By keeping the circle small, Intro was cognizant of potential unaccounted for costs, and was able to focus more on bettering the company as an entire entity rather than expanding. After the pandemic, their use of a small group of loyal employees and fallback precautions allowed them to slowly be able to rebuild, without having to make significant cuts to their mission and innovation. Because they had spotted such a hole in the downtown retail scene, created connections with a team of people who were interested in working to better the city, and worked with suppliers that they trusted, they were able to bring themselves back from a major setback that affected retail across the world.

“Because Intro Boutique has positioned themselves in a downtown area with little to no shopping, especially for women, they have been able to flourish, even through hardship, and have been able to uphold their ideals and elevate their ability to uplift other small businesses in a sustainable way.”

The innovation of staying small and connected to the city paid off even farther than getting back to their original pre-pandemic level, because the sisters were able to open a second location in Cleveland not long after the pandemic. This location, near the Rock and Roll Hall of Fame and the Browns Stadium provided new business opportunities because of the new customer base that it encircled. Because of this expansion, the sisters have been able to hire more employees, promote more small women owned, local businesses, and provide more people from and visiting the Cleveland area with a place to shop.

Social and environmental benefit

"The innovation of Intro Boutique has affected the environment of downtown Cleveland because there is now a more affordable, convenient, and fun new way to look for clothes, gifts, and other home decor objects that previously did not exist. The environment of downtown for a long time has been one that people do not necessarily see as a place to hang out. People eat food or catch a game, but complain that there wasn’t much to do beyond that. Intro has started to change that idea, providing a space for women to pass time, or for people on trips for work to buy gifts or clothes for weather they may not have expected. Overall, Intro makes downtown a more accessible place, and a place people are more likely to spend time in, rather than searching out a suburb that may be more costly to get to, or a mall full of big name businesses.

The store also helps to uplift both local businesses and women owned businesses inside the U.S., giving them an in-store platform that they cannot always create for themselves. By supporting other small businesses, Intro improves society, and strives to do so in a friendly and sustainable way. By using a plethora of sustainable and ethically sourced products, Intro sends the message that taking care of humanity and the environment is important to their mission.”

Interview

Emily Kovach, Founder