An online boutique based in Colman was voted into the final round of the 2017 Boutique Awards for South Dakota for Online Boutique of the Year.

Urban Arrow was opened two years by Colman native Baylee Groos, shortly after she graduated from high school.

Voting closed on August 21 and results of the awards were announced last week, with Filly Flair out of Sioux Falls winning S.D. Online Boutique of the Year.

Groos said the idea to start a boutique came from the passion she’s always had for clothes and that it really just started out as something fun.

“For as long as I can remember, I have always loved shopping and even wanted to become a fashion designer at some point in time,” Groos said. “Since the boutique trend began, I found it to be fascinating. I love to challenge myself and thought that starting a boutique would be a fun hobby to pursue and that's exactly what it has been for me.”

She said getting the business started was pretty difficult. She started the boutique with money she saved up instead of taking out a loan.

Groos spent a lot of time researching and contacting the South Dakota Department of Revenue to make sure she had the necessary licensing to be a legal boutique before beginning.

She also said her mother has been a huge help in aiding with the bookwork.

Since opening two years ago, business for Urban Arrow has really picked up. Groos said she has changed the aesthetic of her business a number of times before finding a style that fit her and her customers.

“In the past, the majority of my sales came from events that I attended or pop-up shops,” Groos said. “Now, most of my sales are generated online. Due to the events I have attended and people from my hometown, I now have a consistent customer base and know what they are looking for.”

When she found out her store was a finalist for Online Boutique of the Year, Groos said she shed a few happy years.

While she said it was rewarding to know that her boutique is recognized statewide in just its second year of business, being chosen as a finalist was an honor in itself.

“I think it was a great reminder of why I love owning a boutique so much,” Groos said. “It made all the late nights packaging and shipping items worth it. … I spent days on end designing my website and that has increased web traffic and sales as well. I took it as a push to continue on this journey - this is merely a stepping stone to achieving my dream.”

Her end goal is to have a brick and mortar location. She has been working at carrying more shoes and would also like to expand to incorporate plus sizes when the time is right.

She said one thing she doesn’t want to do is take on too much at one time. She wants to master one aspect before adding more and avoid getting too big too fast, which she has been other businesses try to do.

Having just started her junior year at South Dakota State, where she studies nursing, Groos said it’s very difficult to manage college and owning her own business.

“I always tell everyone that you have to be half crazy to do something like this,” Groos said. “I am very busy, but have figured out a strategy for me to find balance between the two. In all honesty, the boutique is a getaway for me. It gives me a break from homework and a focus on something I truly enjoy.”

She said she thinks one of the keys to her success would be her small town and the support she has received, whether through spreading the word, shopping with her or something as simple as sending well wishes her way.

“All the support from family, friends and customers has played a huge part in my success so far and I cannot thank everyone enough,” Groos said.