Pop-Up Boutique Experiments With Brick And Mortar

By Victoria Lusk
American News, Aberdeen, S.D.

WWR Article Summary (tl;dr) StartHUB founder Liz Hannum is helping entrepreneurs test their ideas and hopefully achieve success. Her organization which supports and encourages entrepreneurship in South Dakota has already helped one female entrepreneur expand her online boutique into a temporary brick and mortar location.
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Aberdeen, S.D.

The first StartHub pop-up business with a physical location is doing so well, there are already plans to extend its brick-and-mortar longevity.

“We’re already extending her 30 days,” StartHub founder Liz Hannum said. StartHub, is a group that seeks to promote entrepreneurship and local business to community members as well as graduating students who would otherwise move on from Aberdeen.

Burnt Lily Boutique opened on the first floor of the Citizens Building, 202 N. Main St., on April 23, after a StartUp Saturday event was held April 9.

The boutique’s niche fills a void for those who have more of a “retro, rockabilly, punk, yet cute” style, boutique owner Dawn Heidzig said, for not just the brands, but the also the trend.

Heidzig started her boutique online a year ago. Prior to this opportunity with StartHub, she had looked at a few physical locations, but was hesitant to make the move because of larger overhead costs.

“I didn’t want to have to raise my prices,” she said. But, she said, taking on a physical location through StartHub meant less risk — not only because the associated costs significantly decreased, but also because StartHub provided some funds to assist the business with getting started.

And, because the business is a start-up, Citizen’s Building owner Travis Kiefer allowed Heidzig to move into the space rent-free for a pre-determined length of time.

“They made it a lot easier, especially not having to have a 1-year lease,” Heidzig said.

Burnt Lily Boutique carries both men’s and women’s clothing, purses, accessories, body jewelry, household items, roller derby gear and other miscellaneous items in the store. People can also shop online.

For more information or to shop online, visit

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