Zelle Brown Wiggins – Business Owner Highlight Series

Welcome to The Forum’s Business Owner Highlight Series! Meet our incredible business owners through these insightful interviews sharing how their business originated, its specialties, and personal anecdotes. Enjoy!

1. What is your full name, title, and the name of your business?
Zelle Brown Wiggins, owner of ZIA Boutique

2. What is the background story of your business? What was it that inspired you to start it?
Ever since I was a little girl, I have dreamed of owning a clothing store. I started a fashion and lifestyle blog when I was in college and that only furthered my desire to start my own business. After working in advertising and marketing, I decided it was time to combine my business background with my love for apparel and my passion for operating my own business. Almost 3 years later and with the support of my family, friends, and our incredible customers, here we are!

3. What does your business specialize in?
ZIA offers a curated collection of women’s clothing and accessories.

4. What brings you the greatest joy in managing/owning this business?
Our clients and the relationships that have risen out of opening the shop. We have customers I didn’t know 3 years ago who I now consider friends. I have the pleasure of working with brides to find special looks for their engagement season and then get to meet their sweet baby a couple of years later. It’s incredibly rewarding.

5. What’s one fun fact about your business that most people don’t know about?
The name ZIA derived from a nickname my college girlfriends gave me. While most know me as Zelle, my best friends all call me Zia.

6. Why do you believe it’s important to shop local?
One of the things I love about Wilmington is the small business community. Time and time again, I’ve watched small businesses and our community come together to support causes and get through hardships, like Hurricane Florence and this pandemic. When you shop with a small business, you are supporting a family, a dream. And Wilmington is full of dreams.

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