If you don’t know Stephanie Williams the vibrant owner of Apricot Lane in Champaign, you absolutely should. Apricot Lane is where shopping is more than just finding the perfect outfit—it’s about creating a memorable experience. With her passion for fashion and community, Stephanie has transformed Apricot Lane into a go-to destination for local women, offering unique brands like Free People, Z Supply, and Spanx. Since moving the boutique to Neil Street, she’s been on a mission to make shopping fun again, inviting mothers, daughters, and friends to enjoy time together while discovering styles they love. As she celebrates her first year of ownership, Stephanie has exciting events and new arrivals in store—come see what makes Apricot Lane a Champaign favorite!
Can you tell us how you first got involved with Apricot Lane and what inspired you to own and manage your own boutique?
I was a huge fan of Apricot Lane for years. In 2020 I heard the owner wanted to sell Normal & I later while on furlow during Covid had time to make a business plan and persue ownership. Bought Normal Jan 21. Was approached by ALB corporate that previous owner in Champaign wanted to retire late August of 23 & bought second location October 1st!
How has the transition from Campustown to Neil Street impacted your business, both in terms of customer traffic and overall operations?
I can’t speak for how it was personally, but I know the transition was made because the former owner wanted to offer more parking options for locals. Also was not targeting the college student as much. I think traffic would be much higher on Green street. But as locals & students learn where we are, they come and the come back. The previous owner didn’t have a sign you could see from Neil St., I do. That has helped as well as being active in the community and word of mouth.
What is your favorite part of being a part of the Champaign community, and how do you feel your boutique contributes to it?
I love giving women a place to go and enjoy shopping again. I love making them smile with a new sweater or pair of jeans & being a part of bringing mothers and daughters and even grandmothers together for an experience. Its so rewarding bringing brands to town like Free People, Z Supply, Spanx & so much more to give more options for women in Champaign.
What challenges have you faced as a small business owner, and what do you consider your biggest success since opening Apricot Lane on Neil Street?
So many challenges from hiring and staffing to getting the word out there I am a new owner. Trying to please everyone but making the best buying decisions and knowing not everyone will like it. Trying to get people in the door! That’s the worst. Our traffic is so much lower than any other place I’ve been. So getting the word on, people in the door and getting them to want to shop local and support. I’m a wife, mom and I am local and I am trying to make shopping fun again. My biggest success is keeping the doors open this past year even through more challenges than ever imagined. I have had many years, prayers and some amazing people who do support me. I have sacrificed a lot but I see light at the end of the tunnel. I feel I have brought smiles to the faces of some women who just needed a little retail therapy. I only hope they continue to come, tell their friends and continue to shop or come shop for the first time.
What exciting plans or goals do you have on the horizon for Apricot Lane? Are there any upcoming events, product lines, or expansions that you’re particularly excited about?
I hope to become people’s favorite place to shop locally. We are celebrating my 1 year of ownership as well as 11 years of the business being in Champaign October 11-13th. We will have all kinds of new arrivals, specials, gifts with purchase and so much more! Linked by Lindsay will join us Friday 10/11 from 10-5 with permanent jewelry including new permanent bangles. We will continue to bring in new arrivals weekly for game day gear to support ILLINI, and brands you can’t find anywhere else in Champaign, like Free People, Z Supply and much more.
