New women’s boutique aims to fill a niche on the east side

A New Day Boutique, a women's clothing shop, will open its doors this Saturday on East Johnson Street.

The east side of Madison will welcome a new storefront this weekend as A New Day Boutique plans to open its doors on Saturday, April 30. The store, which is described as a “modern and chic women’s clothing boutique,” will occupy 702 E. Johnson St. and join a neighborhood booming with old and new Madison favorites, including the Good Style Shop and the East Johnson Family Restaurant.  

After getting her bachelor’s degree in business management at the University of Wisconsin—Whitewater in 2016, owner Emma Segura began working retail at a local store in Lake Geneva. She moved back to Madison in 2018 and worked at (shoo), a shoe and accessory store for men and women. The Madison location has since closed, with their focus now on the Milwaukee location. 

Not long after, Segura decided to go culinary school, where she got her culinary production specialist diploma. She then worked at the Overture Catering Co. for a year before the pandemic hit.  

When things slowly started to open up, Segura visited Geneva, Illinois, and noticed the amount of “cute shops and boutiques” there. The trip sparked the idea to open up her own business, she says. She began researching and met with other local business owners at places like the Kee Kee Boutique in Waunakee.  

“The owner there was really helpful at getting my gears going on with the whole idea,” says Segura.  

Thanks to her time at (shoo), Segura was able to lean on seasoned local business owners for guidance. Segura shares that Kate Blake, half of (shoo)’s sibling owner duo, invited her to a STYLEMAX show this past summer. She began to find brands she hoped to carry. In October 2021, Segura returned to the show and did most of the buying for her spring opening.  

She has spent the last few months preparing the store and focusing on a diverse inventory.  

“That’s why I call it a one-stop shop, it’s a great spot for gifts,” says Segura. “Even if you don’t like the clothing, you can find something.”  

A New Day Boutique aims to fill “a niche that needs to be fulfilled,” especially on the east side of Madison, she says. “There’s really not many clothing stores for women on this side of town,” says Segura.  

She hopes that A New Day Boutique becomes a staple in Madison, along with the pieces sold, which are limited quantity. Segura is excited for the store to open to the public and she hopes women from all parts of Madison get and take the chance to check it out. 

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