KAUKAUNA — A Kaukauna mother and her two school-aged daughters have launched a new women’s boutique and used book store and are using social media to help reach their target customers.
Fern & Fable Boutique, located at 2100 E Wisconsin Ave Kaukauna, opened last November by Deanna Van Thiel and her daughters Callie, a KHS student, and Annabelle, who attends River View Middle School.
Deanna’s parents are from Kaukauna and she moved back when I was 18. She has a business management degree and runs a real estate investment business, but retail was something new.
“So the retail area was new to us, but the girls have seen me running a business for years and wanted to do something of their own,” Deanna said.
She says her daughters really had the desire to open up their own store. They helped plan, design, remodel the whole store and run much of the day to day business.
Deanna said they’ve had a lot of customers coming into the store off the TikToks.
Callie and Annabelle post multiple videos each week on TikTok, Instagram and Facebook featuring new arrivals at the store as well as behind the scenes clips of life between two sisters promoting the shop.
“Its been really neat seeing their marketing working and they have a lot of fun doing it,” she said. “Its been a pretty cool experience working beside those two and supporting them grow their own business.”
