Walk down a vibrant city block, and you’ll spot the magic. 

A storefront bursting with color. A smiling owner who knows your name. The kind of charm big box stores just can’t replicate. 

In the world of local retailers vs. big chains, small businesses are winning through authenticity, passion, and resilience. 

One standout story? Chicago’s own Lola and The Boys, a creative, high-quality kid’s clothing store created by Irina Ovrutsky.

Learn all about Irina’s story and her strategies for growing a standout brand in the retail industry. 

1. Engage on Social Media

Consumers are shifting. More and more shoppers are seeking brands that feel human and relatable. 

Deciding between local retailers vs. big chains often comes down to one thing: connection. Social media offers that and more. It’s a way to connect with your customers and tell your story, making it easy for you to build a loyal following outside of your physical storefront.

For Irina Ovrutsky, founder of Lola and The Boys, it’s been a major part of her success. 

“I feel like social media really helped bring the brand out there and just connect with people all over,” she shares. 

Though social media can do wonders for your brand, trying it for the first time can be nerve-racking. The biggest tip? Don’t overthink your content. 

Instead, focus on being relatable. Show new products, tell your brand’s origin story, and spotlight happy customers. The more consistent and genuine you are, the more your audience will connect with your brand.

2. Be Prepared to Adapt

One of the best advantages you’ll have as a local business is your adaptability. Irina worked out of her home for three years before opening her first storefront. It allowed her to grow at her own pace, build confidence in her brand, and learn what her customers truly wanted. 

Here’s how to use your size to your advantage ahead of your first launch:

• Start small and test often: Softly open your store to get feedback and make adjustments quickly.
• Be flexible with your timeline: If something isn’t ready, consider shifting your launch date or adjusting your offer. You’re not bound by corporate red tape.
• Adjust your space as you grow: Start simple, then expand or redesign based on what your customers respond to most. 

Being adaptable from the start gives you room to experiment, evolve, and launch in a way that feels true to your vision. That flexibility can spark some truly creative ideas and products, encouraging customers to choose your small business over bigger chains. 

3. Create a Unique Brand

Big chains may offer variety and convenience, but they often lack originality. That difference is exactly what sets local retailers apart, and it doesn’t go unnoticed.   

At Lola and The Boys, every item feels like a celebration of creativity. From the start, Irina’s goal was to make unique, one-of-a-kind pieces that grabbed attention. Today, her collections are filled with sparkly unicorn jackets, rainbow sequins, and playful accessories that turn heads and draw customers in. 

If you’re a small retailer, don’t be afraid to take a bold step. Think about what your store says to a first-time visitor. Are you offering an experience? Are you selling items customers haven’t seen before? These questions are important to consider when creating a brand that people remember. 

4. Show People Who You Are

In a world of algorithms and automation, shoppers are craving authenticity. One major win for local shops? Consumers knowing the face behind the brand. Irina regularly shares updates about her family, her process, and even sneak peeks at upcoming designs with her audience.

That level of intimacy builds trust and loyalty. When customers feel like they know who is behind the business, they are more likely to support it long-term. Fostering personal relationships will help customers remember you, relate to you, and feel emotionally invested in what you do.

To build your personal brand, start by talking about what inspired you to start your business and share stories that reflect your mission. Create a website that includes behind-the-scenes moments, introduces team members, and highlights milestones that make your journey unique. You can turn connection into a competitive edge simply by being present.

5. Don’t Compromise

We get it. Being a small business in a world of giants can be intimidating, but that doesn’t mean you have to play by the same rules. Irina used her authenticity to her advantage. 

Ready to do the same? Focus on:

• Personal service: Add some special touches, like greeting your customers by name or making a personal call when something comes in stock that they might like.
• Curated selection: Focus on quality over quantity. This is a way for you to stand out in the market and offer something different. 
• Unique storytelling: Before adding a new item to your inventory, consider whether it fits with who you are, what you want your brand to represent, and your why. It’s all about letting your personality shine through.

You don’t need flashy campaigns or massive inventory to be successful. What matters most is the care you put into every detail. The trust you build through your honesty and the quality of your products will always matter more than scaling up.

6. Experiment 

If there’s one thing that helped Lola and The Boys grow beyond expectations, it’s experimentation. Irina didn’t wait for everything to be perfect. She followed her instincts and tried things out, teaching herself how to design and evolve each piece until it matched her vision. That willingness to test and learn helped shape a brand that feels dynamic, fun, and always fresh.

Experimenting doesn’t need to be complicated. Launch a fun product drop, host an in-store event, or test a playful new window display. See how customers respond. When something works, build on it. When it doesn’t, pivot quickly and then try again. Creativity thrives when there’s space to play, and your flexibility as a small retailer allows you to do just that.

7. Serve a Niche

Big box stores often try to be everything to everyone. That leaves a massive opportunity for local retailers to focus on doing one thing exceptionally well. Irina started Lola and The Boys with a vision of creating creative, girly kids’ outfits. Over time, the brand naturally expanded into tween styles, mommy-and-me sets, and even a boys’ superhero collection, but its identity remained the same.

Her mindset helped her zero in on a niche and own it. If you’re a small retailer, think about who you’re serving. Is it new moms? Plant lovers? Trendy fashion fans? Building a brand that speaks directly to a specific audience makes it easier for you to offer precisely what they need and want, resulting in loyalty and growth.

Conclusion

It can be challenging to compete in the world of local retailers vs. big chains. Nonetheless, as a local retailer, it’s essential to continue redefining success. 

If you’re an up-and-coming retail owner, remember that your story, style, and spirit are your superpowers. Build your brand around them, and you’ll find yourself in a lane of your own. 

Want to learn about more retailers and their journey to retail success? Read more inspiring stories from retail leaders across Illinois who are making a difference.

If you loved learning about the story of Lola and The Boys and know a retailer who deserves recognition, Nominate A Retailer!