Sher Herrera opened her downtown boutique to provide Santa Feans with something she felt she never had growing up, an affordable place to shop for trendy clothing. “I grew up downtown and just felt like it was the place to be,” she said. Herrera had seen a tiny store similar to hers — carrying popular styles of clothing made by lesser-known brands — tucked between flagship stores on a busy promenade in Santa Monica, Calif., and believed the concept could work in Santa Fe. “My price point is for my generation, so they can buy a whole outfit, not just one piece that they have to forgo other stuff just to purchase.”
Now, after almost two years in business, Herrera said the shop is supporting itself, she’s got a local clientele, repeat tourist customers, and she’s even been able to hire an employee — her father’s sister, Marie Herrera — to help staff the store.
That gives her more time to spend with her 11-year-old daughter, work her full-time job in the health information services department at Christus St. Vincent Regional Medical Center and work toward her master’s degree in public health at The University of New Mexico.
Learn more about this busy Santa Fe native, who says “anything is possible.” Read the article by Phaedra Haywood, published in the Santa Fe New Mexican on Monday, June 1, 2015.