In 2024, longtime friends Ashlee Cross and Corinne Power took a leap and opened their own women's clothing boutique in Fayetteville. Coco & Ash was born out of their shared passion for fashion and a belief that the east side of Fayetteville was underserved when it came to affordable, quality apparel for women in their 40s to 60s.

"Our dream was to provide elevated casual style that keeps women relevant," Power says. "We wanted to create a space where women of all generations — grandmothers, mothers and daughters — could shop together and find new arrivals weekly at an accessible price point."

As wives and mothers, Cross and Power understand the delicate balance of running a small business while prioritizing family. "Retail hours have definitely been one of our biggest challenges," Cross admits. "But we've learned that to truly serve our customers, we need to be present in the store as much as possible to get to know them."

That emphasis on personal connection is a core part of the Coco & Ash experience. "People are hungry for small businesses that offer that level of customer service and relationship-building," Power says.

In the six months since opening their doors, the partners have been overwhelmed by the loyalty and support of the Fayetteville community. "It's been better than we ever imagined in our first year," Power shares. "Our goal is to finish the year profitably, and we're on track to do that."

Looking ahead, the duo's long-term vision is to establish Coco & Ash as a well-known, locally owned boutique that could potentially grow to a regional or even national presence. They also hope to eventually pass the business down to their families or other women entrepreneurs who share their passion.

To get Coco & Ash off the ground, Cross and Power turned to the Arkansas Small Business and Technology Development Center (ASBTDC) at the U of A. Center director Mary Beth Brooks offered crucial guidance. "Mary Beth gave us the steps to follow to be successful and get started," Cross says. "Don't be afraid to go in without knowledge — that's what they're there for. Go in with your idea, dream or passion, and let them help you create a plan."

With the support of their community, ASBTDC and each other, Cross and Power are bringing their dream of an elevated, inclusive shopping experience to life through Coco & Ash. As they navigate the joys and challenges of small business ownership, their commitment to serving women and building something lasting remains at the heart of it all.