By Cyrus Guccione
Mail

For the last 20 years, Fountain Hills resident Misty Watkins has opened 40 businesses from Minnesota to Arizona.

Now settled in Fountain Hills for the last five years, Watkins recently opened her women’s clothing boutique in one of Scottsdale’s high-growth submarkets at Mercado at Scottsdale Ranch.

The Beauty Box Boutique offers women’s clothing, accessories and haircare inspired by designer brands without the hefty price tag, says Watkins, who focuses on high quality at reasonable prices.

“We have beautiful items made in the USA which makes our prices more affordable,” Watkins said. “We like to use polyester because it’s recycled and I’m also big on cotton because it’s so much healthier for your skin, for your vibration and it’s more of a natural fiber.”

When Watkins first moved to Fountain Hills, she opened a Beauty Box Boutique at the Plaza Fountainside near Fountain Park.

After five years in Fountain Hills, Watkins sought to expand her store’s reach and settled on Mercado at Scottsdale Ranch which contains upwards of 30 retail and service tenants anchored by Planet Fitness, Walgreens and Goldie’s Sports Café.

“I was driving around here and saw this plaza and thought, ‘Wow, what a cute spot, I wonder if there are any vacancies in here,’” said Watkins. “I found this one and fell in love.”

From beauty boxes to clothing boutique

Watkins’ initial business venture involved selling beauty supplies in the Mall of America in Bloomington, Minn.

In her small shop, she sold hair straighteners and extensions out of a “beauty box.” After interviewing thousands of shoppers, Watkins decided it was time to expand.

“Watching and listening to the women in the mall over the years, I realized women go to the mall to buy clothes,” Watkins said. “So, I bought a little rack and put it out in front of my beauty supply store and wrote a big five on there.”

Watkins’ rack sold out quickly and many times, women would buy out the entire rack.

As the mall’s department store chains began to close around her like JCPenney, Rue21, Michael Kors and Herberger’s, Watkins would purchase their fixtures on the cheap. From tagging guns to clothes hangers and racks, Watkins had her eyes set on opening her own retail clothing store.

After researching and finding a U.S.-based clothing manufacturer, Watkins’ clothing boutique took off.

By the time the COVID-19 pandemic hit, Watkins packed up for Arizona and opened her store in Fountain Hills which welcomed over 100 visitors on its opening day.

She welcomes the community to stop in, shop and enjoy the stores nearby at Mercado at Scottsdale Ranch.

“You are invited to visit us here at the Beauty Box Boutique Scottsdale or the Fountain Hills location,” Watkins said. “We are very excited to meet all the local ladies of the community.”

Beauty Box Boutique is located at 10135 E. Via Linda C-114. It is open 10 a.m. to 5 p.m., Monday through Saturday and 11 a.m. to 3 p.m. on Sunday. Beauty Box in Fountain Hills is located at 12645 N. Saguaro Blvd. #15.

Beauty Box Boutique will hold a “Sip. Shop. Socialize” grand opening event Thursday, April 3, from 6 to 7:30 p.m.

Please send your comments to AzOpinions@iniusa.org. We are committed to publishing a wide variety of reader opinions, as long as they meet our Civility Guidelines. Cyrus Guccione can be reached at cguccione@iniusa.org.