Modern Shine is a women’s clothing boutique-Kateryna Hutchens

Modern Shine is a women’s clothing boutique-Kateryna Hutchens

Fashion plays an important part in our identity. Modern Shine is a women’s clothing boutique where women of any age can find fashionable, sparkly, and high-quality clothing. 

The boutique’s goal is to make fashionable, trendy, and high-quality clothing more accessible and affordable. At the center of the mission is the use of Turkish Textiles—proclaimed as one of the best in the world. By advocating the use of this exquisite textile, there is an intention to spark a revolution that procuring high-quality clothes made of strong, long-lasting materials does not have to be expensive.

When picking out the items we wanted to include in Modem Shine’s first launch, we decided on a more casual collection while still finding small ways to implement the European-style glitz and glamour that inspires the brand. Almost all of the products available on the boutique’s website are made of Turkish Premium Quality Cotton and denim—premium fabrics known for their soft, luxurious feel.

Turkish Premium Quality Cotton is an amazing fabric, ideal for everyday wear, sports, outdoor activities, and touring. Given the quality of our materials, our products are incredibly soft and pleasant to the body. Most products are made of dense and pleasant Premium Quality Cotton material, and almost like a second skin, with no irritation or allergy. This makes clothes natural, and eco-friendly. In addition, the material is hypoallergenic and does not irritate the skin. The activewear absorbs moisture when playing sports and thus makes it breathable, stretchy, not lose shape, and, best of all, durable and wear resistant.

Nowadays, natural leather is being replaced by eco-leather in the fashion industry. Modern Shine uses eco-leather in premium Turkish quality, not for the economy, but for its unique properties. We are convinced that Eco-leather is the future.  

Eco-leather is a leather alternative that does not come from an animal, it is made from plant-based material. Our eco-leather products are made from vegan materials that mimic the feel and look of real leather and are dyed with vegetable-based materials instead of harsh toxic chemicals. Eco-leather is much more durable than real leather as it has a PU coating to safeguard it from abrasion, making it water-resistant and much easier to clean.  It is proven to be extra breathable and has a more luxurious look to it as compared to PU leather items.

Our leggings and jackets collections are available on Modern Shine’s website, which uses eco-leather. Not only are these products more breathable and require less maintenance than standard leather, but they’re also biodegradable, sustainable, and environmentally friendly. Products like leggings, jeans, and joggers range from $45 to $65 and feature small rhinestones on the waist area to give that shiny, sparkly look that Modern Shine loves so much. A similar rhinestone embellishment can be seen on the sleeves of the leather jackets.

Modern Shine is concentrated to help women foster their sense of self and expression in their clothing choices. 

We don’t sell clothes for the sake of profits. We want women to have the opportunity to buy Premium Quality Clothing at Affordable Prices. And the Unique design is our cherry on top.

Founder’s/Owner’s story and what motivated them to start the business

Kateryna Hutchens is an owner of the Modern Shine Women’s Clothing Boutique. Kateryna Hutchens has loved fashion since she was a young girl. Growing up in Ukraine, she discovered her passion by watching and helping her mother, a master seamstress, make beautiful sparkly ballroom dancing outfits and elegant wedding dresses. By the time she graduated with her bachelor’s degree, she knew she wanted to have a business of her own one day. However, due to the war in Ukraine, her dream was pushed aside as she had to relocate. She earned her master’s degree in business and worked three jobs as an accountant in Kyiv, Ukraine before making the move to Florida. Once she got to the USA, she noticed clothing stores were lacking the sparkly styles she loved, but she also noticed lots of women who have rhinestones on their nails, on their accessories, belts, and hats— so she was sure that women would love sparkly clothing too. Bolstered by this, she took up the courage and started her online women’s clothing boutique; Modern Shine.

As a boutique owner, she has been looking for a solution to ensure women have access to high-quality and shiny clothing without succumbing to the temptations of fast fashion. 

Now, with the help of some of the most premium fabrics in the world, she’s able to follow her dream. 

The challenges the business/market is facing

In starting the last couple of years online shopping become part of our lives, women do not need to go to shopping malls to choose clothes, they can easily do it from their sofa at home. Currently, research shows that the online clothing industry is booming, and continuously growing year after year. Even with that, there are still some challenges in the industry.

Shopping has become more complex than ever, especially in fashion. Some online returns are since the product ordered online looks different in real life. It is this never-ending challenge that is driving many fashion brands back into traditional retail.

There are still many people who are afraid to shop online for several reasons. The most common fears are the possibility of receiving defective or low-quality goods, theft of bank card or electronic wallet data, and refusal to return an item.

Another issue, each clothing store has its sizing chart which makes sometimes complicated to choose the right size. The biggest disappointment women have after waiting for a couple of days to receive a package is with the item they wanted arriving in the wrong size.

Modern Shine is customer oriented and has a sizing chart on each product page with a dimensional grid, which shows all the measurements of a particular product. All that is needed is to get your measurements and select the appropriate size in the grid. We also encourage customers to contact us to clarify and provide advice regarding the correct size. 

Furthermore, to call fashion related ecommerce oversaturated would be an understatement. Consumers have more choices than ever before making it difficult to drive loyal customers back to one particular online store.

As of today, Modern Shine at the beginning of the start-up journey, we have lots of pitfalls, but we are going to go through them slowly and wisely. It was decided to run the business without rushing, so that every step will be deliberate. 

The opportunities the business/market is facing

Digitization in the fashion industry is already a top trend. As the marketplace evolves, Modern Shine highly increases their online presence on Facebook, Instagram, and TikTok. The widespread use of live streaming and customer service video chat is just a couple of ways Modern Shine is adapting to a more digital world.

Along with digitalization, another key apparel industry trend is sustainability. More consumers are concerned about the future of the planet and are putting pressure on fashion brands that do not have eco-friendly practices. As a result, more companies have started to modify their business models and develop products made with more sustainable materials, according to Textile Intelligence. Meanwhile, Modern Shine already offers eco-friendly and sustainable clothing.

While Modem Shine may have just one collection right now, there are big goals for the boutique’s future. In the future, we would like to expand the range of clothing offered from casual, everyday clothing to more “going-out” clothes and even lingerie.

Right now, we’re proud to offer our customers a conscious shopping choice with sustainable, affordable pieces that are all handpicked and in line with current trends.

We also play around with the idea of creating home and pet collections. There’s no brick-and-mortar store yet, we anticipate opening one in the future.

Advice to others about business

An online store is one of the most efficient niches for entering the business, and one of the most profitable, it all depends on you, and how much income you will receive from the business.

The main mistake of newcomers who want to open a clothing boutique is thinking it will be an easy process, not anticipating the effort required to design, optimize, and market their business. Everyone wants to open “the dream store”, but without proper research, correct approach, and finding the right niche, everything will be just waste of time. Without a deliberate approach, focusing on everything from design to customer support, new ecommerce store owners will often find customers are not interested in their store. A few of the reasons could be: an absence of uniqueness, unoriginal concept of the store, or products that are not in demand. Even the most brilliant idea fails if it does not take into account the needs of the audience.

The most important thing in any business is to just start. With one step, with one simple action, even as simple as creating an account for your online project. In any venture, until you try something, you will not be able to understand whether it is for you or not, or whether you want to develop in this area or not. The decision is always yours, you don’t need to listen to anyone, if you have already definitely decided to start, then in no case turn off halfway, at this time you are one step away from success. There will always be difficulties, but this is not a reason to give up, they are given to us so we will grow.



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MS, University of Tartu
Sleep specialist

Using the acquired academic and professional experience, I advise patients with various complaints about mental health - depressed mood, nervousness, lack of energy and interest, sleep disorders, panic attacks, obsessive thoughts and anxieties, difficulty concentrating, and stress. In my free time, I love to paint and go on long walks on the beach. One of my latest obsessions is sudoku – a wonderful activity to calm an unease mind.

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