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Show Maddux Couture 157 North University Avenue Provo, UT 84601 (801) 373-5508 When Brittany moved to Provo and began studying business at Utah Valley University, dreams of owning and operating her own fashion boutique began to solidify. After marrying Trevor Maddux and hearing about a vacancy in downtown Provo, the two leapt at the opportunity to start their own clothing store. With the help of her sisters Brooke and Brianne, the family began accumulating unique clothing and jewelry from thrift stores and flea markets across the country. Many of their items come from artisans in Los Angeles and Las Vegas. Brooke describes the Maddux Couture style as "Romantic chic," edgy yet classic. They look for items that are simultaneously fashionforward and fashion-backward. Each item in their eclectic collection is handpicked based on its ability to be both dressed up and dressed down. The family acknowledges the unique struggle of trying to gain a foothold in the slowly-budding boutique market of Utah County, but they remain undaunted. Their confidence stems from a belief that they are offering something completely unique to the valley. Through online social media, they are incorporating an element of interactivity in nearly every aspect of their business. "We're big on Facebook,” Brooke said, 'well put out a status and ask what everyone is wanting to see, and that will give us an idea of which items we need to get into the store." The workers behind the scenes of Maddux Couture have voluntarily turned themselves into a fashion search party. Once they catch wind of a new style or get a request for something unusual, they track it down and bring it to the store. Nearly every decision they make is informed by public opinion. As a further selling point, Brooke mentions, they intend to keep all the items in their store extremely exclusive. They will never sell more than two of the same article of clothing in each size. The owners of Maddux Couture seem to be playing their cards right. They are broadening their scope while narrowing their approach. The uniqueness of the products they sell, in conjunction with their open-door business approach, seems to ensure their sustainability in an otherwise difficult market. Despite the dry climate, the shallow soil, the scorching sun and herds of listless feet, Maddux Couture is sinking its roots deep into the bedrock of downtown Provo, and doesn't show any signs of slowing any time soon. theVmagazine 15 |