Gaucho brings Western to Main Street
March 21, 2014
Tracey Schumann first opened a clothing boutique in Ohio, but after skiing in Park City every winter, she realized she wanted to open a boutique on Main Street and become a permanent resident. Last June, she found a spot, and in October, Gaucho Park City Style opened to the public.
Leather handbags, tribal print wool coats, rhinestone-studded leather belts and cowboys hats are displayed on wooden tables and racks throughout the store. To portray a "Western vibe," Schumann decided to name the shop "Gaucho," which means "cowboy" in Argentinian.
"I have always loved fashion, and I like quality fabrics and unique designs," she said. "I primarily shop for pieces in New York at the shows New York City offers, and it’s really just a matter of personal preference and quality design."
Schumann describes her personal style as "classic and effortless," which was displayed by her choice of a dark pair of jeans topped with a black long-sleeved shirt and a pop of color in a large, stone-studded necklace, much like the jewelry she carries in the shop.
While her boutique in Ohio is unlike Gaucho in that it is not specifically Western, several designers she carries there and has had an ongoing business relationship with are featured in Gaucho. Marika Charles, White and Warren, Cotton Citizen and Streets Ahead, a fine leather company out of Los Angeles, are among some of the lines carried in the store.
Schumann said she wanted the store to mirror the personal style of Park City and carry pieces that visitors would find unique to the area. She hopes her customers are inspired to take a little piece of Park City from her shop home with them.
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"I want people to have a good, inviting shopping experience," Schumann said. "We offer great customer service, and we’re happy to ship and gift wrap purchases."
The store also offers a "Call Me When You Get It" service. Schumann explained that if a customer wants something in the store in a different size or color that is no longer in stock, she can special order it and call the customer when the item is back in the store.
Schumann said accessories sell best, and she carries jewelry designers like Margo Morrison of New York, Anna Beck and Just Jules, a line designed by Julie Romanenko of Scottsdale, Ariz.
"Accessories have done really well here, because people will come in and pick up a handbag or buy a new necklace, something they can take home that represents their trip to Park City," she said.
While Schumann said she has not quite figured out her typical customer in Park City, she is looking forward to learning exactly what local women want and provide those pieces.
With a more interactive audience on the store’s official Facebook page, Schumann said she wants to be able to offer promotions like she does at her Ohio boutique. Facebook Friday specials and other offers will be available with more feedback.
"We haven’t been here that long yet, but we will definitely follow the trends of the town," she said. "I do love it here, and I hope women in town keep shopping at Gaucho and making it successful."
Gaucho Park City Style: