WAXAHACHIE — With a dream to help women of all shapes and sizes feel fabulous on the inside and out, owner of the recently opened boutique The ZigZag Stripe, Leslie Hall has designed and sold her clothing brand since April 2013. The brand started online and wholesale only but is now available for purchase in ZigZag Stripe boutiques in Mansfield, Waxahachie and Denton.
Store manager Aryn Williams and assistant manager Jennifer Walter were hired approximately two weeks before the grand opening of the second location on Aug. 26.
“We have three stores now. The first one which is in Mansfield opened about a year ago, and now we are here, and the store in Denton opened last week,” Walter explained. “Leslie and her husband Joel own the three stores and Leslie’s mother, Susan Lindsey, is pretty much over all of the store openings.”
Soldsie, a website that serves as a sales platform and blog states, “From a ten by ten home office, Leslie has now expanded her business to a commercial department that ships to stores nationwide, retail space, and online storefronts on the website and Facebook. In July 2015, The ZigZag Stripe began selling through Facebook via their Facebook group as well, helping the business reach over $6 million in sales.”
Hall is a former Premier Designs Jewelry representative of seven years. She said her desire for fashion motivated her to launch The ZigZag Stripe online.
According to The ZigZag Stripe website, “within two years, the business grew by leaps and bounds into a multi-million dollar company, and now, three years later, ZZS has a large warehouse, wholesale showroom, and a boutique in downtown Mansfield, along with over 20 employees.”
Williams and Walter explained that Hall designed her brand around the idea of affordable, trendy, flattering clothes for women of every size.
“We don’t sell jeans, but we will start carrying them in January. She’s working on a print that will be flattering for everyone’s fit. All of our tops are usually longer tunics and more flattering for all sizes,” Williams said.
Though the stores do not carry jeans just yet, one size fits all jeggings are their "big seller."
“We sell one size fits all jeggings and most people don’t believe me when I tell them that the one size really does fit every size, Williams explained. “Our online models model sizes all the way from a size small to a two XL. I’ll show people who don’t believe that the jeggings fit everyone and once they try them on they usually love them.”
With a thriving online business and the motivation to open her first retail location, Hall canceled many her wholesale accounts, surprising many customers. Little did they know, she had bigger plans for the brand.
“Other boutiques were carrying our brand and they were doing so well. She decided to close some of the wholesale accounts, we still have some in Texas, but none that are near our stores,” Walter stated.
Because of the online success and the now 143,771 Facebook "likes" on the ZZS page, attracting the masses to the locations and grand openings was not a considerably arduous task.
“Leslie also does live feeds where she answers questions and she is very personable when she does. People from all over, like in Arkansas ask her to open stores. Her plan is to grow in Texas first and then work her way up,” Williams explained.
Hall strives to keep a hometown feel throughout each store location and to support the communities in which they are located.
“They began looking for older buildings, and when they came here, they feel in love with this location and the set up with the staircase in the middle and the split loft upstairs,” Walter said.
“That is kind of how our Denton location worked out as well. They are also a corner location, with a staircase and a split loft upstairs, it’s just larger. [...] When I interviewed for the job in August they were ‘secretly’ planning on opening the location here," Williams said. "They hadn’t even announced that they were opening the location yet. It was about two weeks before the grand opening when they announced it."
Since the grand opening, the store has attracted a steady flow of customers and occasionally even some from out of state.
“We get a little slow on the weekdays, but our online following has helped a lot. Saturday’s are usually our busiest days and when there are events downtown,” Williams stated.
The ZZS website updates a "daily deal" Monday through Saturday and "#BossLady’s Favorite" on Sunday’s, which is a new item of clothing that goes on sale 40 percent for a week in every store and online. Customers also have a chance to save money through the loyalty rewards program and a freshly stocked clearance section.
“We have so many regulars we see twice a week. It’s awesome. We get inventory twice a week and it’s always new items,” Walter said.
Walker explained that her favorite part of her position is helping the customers with their outfits and “seeing their faces light up because they are so in love with the outfit.”
The ZigZag Stripe is located at 113 North College Street, and inventory can also be accessed online at Zigzagstripe.com.
Kelsey Poynor, @KPoynor_WDL