For many women who love to shop, running one's own boutique is the ultimate dream. In this coffee table book-turned-entrepreneurial guide, Victoria
magazine's editors offer readers practical tips and realistic advice to help them realize that fantasy. Highlighting gift shops and stationery stores, gourmet emporiums and millineries, the authors carefully explain how to launch a venture, establish credit, choose a space, create a solid partnership with vendors, arrange one's wares, advertise and more. The pretty color photographs show how women entrepreneurs have set up their own stores, offering advice on making customers feel welcome, avoiding failed partnerships, creating innovative displays and attracting the notice of passersby. Savvy readers will recognize some of the featured businesses, which include Eileen Fisher, Barefoot Contessa and Papyrus. Acknowledging that being in charge can mean worrying when things are slow or financially uncertain, the authors also agree that when you're an entrepreneur, "days are never boring" and owners get to spend "time with the things they love, making people happy in the process." The visually pleasing book will appeal to serious readers with concrete plans to open a store and those who are just plain curious about the behind-the-scenes processes of their favorite shops. A resource guide lists appropriate books, magazines, associations and Web sites. (Nov.)
