For owner Tracey Wills, The Women's Health Boutique has become
much more than just a good business opportunity. It provides an
outlet to assist women who are either dealing with life-threatening
illnesses or daily health issues.
"We want women to know that we are here, not only to provide the
products they will need, but more importantly, we're here to help
them through their experience," she says. "Whether it's the
difficulty of facing invasive cancer treatment or sharing in the joy
of maternity -- we generally care about our customers and what they
are going through."
According to Wills, one of the primary goals of the store is to
capture their customers as they enter into maternity, and from then
on, work with them on providing for their health needs through the
rest of their life. As a result, the boutique carries a wide range
of products -- from compression therapy items for women experiencing
lymphedema, edema, varicose veins and other vascular or orthopedic
conditions, to a complete line of pre- and post-natal maternity
items, hard-to-fit bras, contingence management products, wigs and
turbans, as well as an extensive line of personal care items.
The center of her business is pre- and post-breast surgery
speciality items, and bras designed for women who have undergone
mastectomy, lumpectomy or augmentation.
"While we are expanding into other types of product lines, we
still plan to continue on our breast line of products," explains
Wills. "That is our core business and we don't want to be distracted
Wills opened the store in September. "We have been very
successful with our numbers being 35 percent over our original
estimates," she notes.
The Women's Health Boutique is Wills' second business endeavor,
following her presidency of Canadian Valley Medical Solutions, a
durable medical equipment company providing in-home and nursing home
IV infusion and pharmacy services.
Wills decided to buy into the Women's Health Boutique franchise
out of a desire to diversify from her medical equipment company.
"I wanted to move into a business that is strictly tied into
Medicare and insurance," she explains. "When I started looking at
the Women's Health Boutique, I realized it would be a good business
Vicki Dortch Jones and Seleta Dortch Lovell launched the concept
six years ago in Houston out of a commitment to their mother. In
1996, the two sisters formed an association with Bud Hatfield, known
for his Kwik-Kopy franchise chain, and became the only franchise
focused exclusively on women's health. There are now 25 locations
scattered all over the country.
Even though the Women's Health Boutique is part of a franchise,
Wills has taken some liberties with the store's concept to make it
unique. The most drastic difference comes in its location at
Northpark Mall in northwest Oklahoma City. Occupying 3,000 square
feet, Wills' shop is the largest and only boutique situated in a
shopping mall. …