Someday Boutique
When Someday Boutique first partnered with The Winfield Creative, owner Lisa was managing her social media on her own… juggling photography, posting, and inventory updates while running a busy retail shop.
Although the boutique had a loyal in-store following and an Instagram feed that reflected the same energy and charm customers experienced in person, much of the content Lisa and her team were capturing sat on her phone unedited and unposted due to lack of time.
In addition, key strategic elements like product tagging in the Instagram Shop and consistent email list nurturing were missing from the larger marketing plan. The brand had the potential to draw destination shoppers from beyond Vermont and reconnect with annual visitors from out of state, but Lisa simply didn’t have the bandwidth to make it happen.
The Challenge
Services Provided
The Results
Instagram followers grew from 1,100 to 1,825 in the past 3 months - a 66% increase in audience size.
Reels and posts reached 54,543 views in the past 30 days, boosting local and out-of-state visibility.
Email marketing added 633 subscribers in three months, generating $3,892 in new revenue, including $1,791 in the last 30 days alone.
Someday Boutique had its highest-grossing weekend ever with $11,000 in sales.
Customers from all over the world, including most recently California and Vancouver, have since visited the shop after discovering it through Instagram, telling Lisa that they “already think of her like a best friend.”
The Strategy
Our goal was to transform Someday Boutique’s Instagram into a powerful extension of its in-store experience: bright, welcoming, and community-centered.
Content Creation & Management
We developed a cohesive visual aesthetic and content strategy highlighting seasonal arrivals, staff favorites, and behind-the-scenes moments that felt personal and authentic. Instead of random posting, we created a structured content calendar aligned with new inventory drops, in-store promotions, and Vermont’s seasonal tourism flow. Reels were used intentionally to increase reach beyond existing followers, while carousel posts encouraged saves and shares.
Instagram Shop Optimization
We streamlined the boutique’s Instagram Shop experience to make browsing and purchasing seamless for followers. This included properly tagging products in posts and Reels, organizing collections to reflect seasonal drops, and ensuring inventory was consistently synced so customers could move from inspiration to checkout in just a few taps. Rather than treating Instagram as “just content,” we treated it as a storefront extension, where every tagged product created a direct path to purchase.
Email Marketing Integration
After adding email marketing to her package, we launched a branded newsletter designed to convert browsers into buyers through curated product highlights, sale announcements, and storytelling-driven campaigns. Instead of sending generic promotions, we built intentional email flows aligned with new arrivals, limited-time drops, and in-store events. Each campaign was written to feel personal and community-driven, like a note from Lisa herself, while strategically guiding subscribers toward featured pieces and seasonal must-haves.