Hardin had already worked in sales for several years when she was drawn to Danielle’s by its connection to the local community.

“Being in retail helps you get to connect with people, and that is what I was looking for—something a little hands-on in the community,” Hardin said. “With this being a small business and seeing the community outreach with the boutique, that played a huge part in joining the team.”

The boutique is open Wednesday through Saturday, but much of Hardin’s work happens behind the scenes. Wednesdays include preparing the store for customers, making sure clothing is organized by size and line, reviewing inventory and incoming merchandise, answering phone calls and keeping the sales floor in order.

“It is a busy job,” Hardin said.

The customer interactions, however, are what she enjoys most. Hardin often meets shoppers at moments of transition. 

“Working with the customers is truly a joy for me because you get to see different styles,” she said. “You might meet a mom that just had a baby and she’s trying to find herself again, or have someone that has lost several pounds and guide them with their new shape and show them what can work for them.”

That requires more than an eye for fashion. Hardin said successful sales associates need people skills, honesty, an ability to learn quickly and an awareness of current trends. Most importantly, they need to listen. 

“When working with the public in any field, you need to be a great listener,” she said. A good sales associate also has to read the customer, she added, understanding when to encourage someone toward a different style and when to keep them within their comfort zone.

Hardin sees that personalized attention as one of the biggest differences between working for a locally owned boutique and shopping at a larger retailer.

“We are taking time to build you up, [helping with] color schemes, helping customers with different textures and being right there for any questions,” she said.

Over time, Hardin has watched returning customers become more adventurous. Someone who once stuck to familiar choices might begin experimenting with color, adding jewelry or finally trying on something they’d been considering.

“I see someone start stepping more outside of their shell,” she said. “I see people trust us from their last purchase and [be] willing to try on the dress or jumpsuit they were eyeing.”

Working with so many customers has also given Hardin a window into how people shop for different stages and occasions in their lives—from professionals stopping in during a work break to customers preparing for vacations. She even gets to observe how husbands and boyfriends shop for their partners.

But regardless of what brings someone into the store, Hardin sees a common purpose behind the work.

“It is all the same goal, knowing that what they buy is helping confidence and knowing that we gave a great experience,” she said.

The lessons Hardin has learned in retail extend beyond the sales floor: listen carefully, know what you’re offering and never make assumptions about the person in front of you.

“Never judge a book by its cover,” she said. “Always pay attention to what the customer is saying and be on top of inventory and know your store.”

Danielle’s Boutique is located at 803 South Lafayette Street, Suite B, Shelby.