THE NAME MAY not be familiar to many Hoosiers, but Monkee’s boutiques are something of a mainstay throughout the southern United States. Missy Llewellyn started noticing the franchises while she was traveling, eventually joining forces with longtime friend Whitney Schmitt to open one in Indianapolis last March.
“The founder’s mom called her and her siblings a bunch of little monkeys when they were young; that’s where the name came from,” Llewellyn explains. “People tend to think we’re a children’s store. That’s our biggest challenge—letting them know we’re actually a women’s boutique.”
Llewellyn and Schmitt consider proximity to The Fashion Mall at Keystone a plus to feed traffic, especially from DSW and the RH Outlet next door. Although neither has a retail background, Llewellyn’s experience as a former Dairy Queen franchise owner and Schmitt’s marketing and event planning skills meld nicely to manage the operation.
“We try to create a shopping environment that’s welcoming and relaxed; there’s something here for all ages and all price points,” Llewellyn mentions. “We want to be diligent when sourcing and think about what Midwest women truly want to wear.”
Schmitt says Indianapolis shoppers tend to dress a little more casually than their southern Monkee’s counterparts.
“Every woman needs good jeans and a fun top, and lots of jackets and sweaters,” she describes. “In the South, they can wear resort clothing pretty much year-round, but that’s not going to work here. [Monkee’s management] trusts that we know our market.”
To that end, Schmitt and Llewellyn sprinkle Indiana-themed items into their larger landscape of clothing, accessories, and shoes to please Colts, Hoosiers, and Boilermakers fans. The Monkee’s inventory accommodates everything from special occasions and date nights to family time and girlfriend getaways. Fun accents like jewelry and purses share shelf space with eyeglasses, mahjong sets, and cookbooks.
“We’ve had a lot of good luck with Dolce Cabo pieces and THML tops,” Llewellyn says. “And we have a huge FARM Rio following. Flora Bea is another brand that many Midwest ladies weren’t familiar with before we opened, and it’s been a good seller for us.”
“Our Back 70 sneakers have been really popular. You can’t find those very many places,” Schmitt adds.
A penny-tiled “You Are Beautiful” message welcomes customers at the entrance, while cozy seating areas invite co-shoppers (or antsy spouses) to relax with a cold beverage and, if they’re lucky, catch part of a football game playing on the TV.
Llewellyn and Schmitt also open up the shop for after-hours events like private parties, fundraisers, and classes. A store website with online shopping functionality should go live within the next month or so.
Ultimately, the two friends hope to turn Monkee’s into an Indianapolis household name.
“So many people come in and say, ‘Oh my gosh, we so needed this,’” Schmitt says. “There really aren’t a lot of boutiques in Indianapolis compared to other cities of our size.”
Need a little help figuring out what looks good? The Monkee’s team also offers personal styling services. “Don’t worry about trends,” Llewellyn says. “The best fashion is simply whatever you feel good in.”
