March 31, 2022

This paid piece is sponsored by GreatLIFE Golf & Fitness.

The time finally felt right.

Laurie Karlson had been approached about bringing her boutique, Lauriebelles, to The Empire Mall before, but the stars hadn’t aligned.

This time, though, “I feel like brick-and-mortar shopping is coming back full force, and people are excited to be out again,” she said.

“And the mall is an iconic place in Sioux Falls. They are bringing in so many new businesses and have amazing new ones on the docket, and they’re trying to infuse more local businesses, so we think what they’re doing is awesome, and we’re excited about the opportunity.”

Lauriebelles will be moving into a former boutique space at the mall, not far from the Sanford Children’s play area.

The hope is for a mid-May opening.

“It’s going to be exciting,” Karlson said. “We have quick timelines, and I’ll be really happy when it’s done.”

It’s the next chapter in a business success story that has created a national customer base and global relationships for the entrepreneur who began her professional life as a teacher.

“I didn’t have any retail or fashion experience,” she said. “I had just finished a master’s in special education and was looking to get back into the work field after staying home with my kids, and I just felt a pull to do something different and on my own terms.”

She saw an opportunity to offer shopping that felt more boutiquelike and began selling online and out of her house in 2013.

She then moved into her first storefront in Tea the following year, outgrew it and expanded to a new and bigger space in 2017.

In 2019, Lauriebelles added a downtown Sioux Falls store on Phillips Avenue.

“We opened that right before the pandemic, and now it’s going really well, and we’re excited that things are back to normal downtown,” Karlson said. “And we just did some updating in the store.”

Just as she reached new customers downtown, she expects The Empire Mall store to introduce new clientele who haven’t ventured to Phillips Avenue or Tea.

“It’s just all about reaching new clients and getting our name out there,” she said.

Part of that is a new member benefit offered to GreatLIFE Golf & Fitness members. They receive 15 percent off all in-store purchases at all locations.

“We want people to shop bricks and mortar locally,” Karlson said. “It’s so cool to interact with the staff and get that shopping experience that we really want to encourage customers to come into Lauriebelles for the experience you can’t get online.”

The partnership with GreatLIFE was a natural fit, she added.

“I’m a big believer in health and wellness, and if you’re taking the initiative to better yourself on the health and wellness side, we want to give you an incentive to come in and shop with us. And we believe in being local. We want to infuse business locally, and that’s why we focus so deeply on it.”

The partnership is a big win for GreatLIFE members, said Krista Youngberg, GreatLIFE’s experience director.

“Lauriebelles offers something for every woman,” she said. “Their clothes and accessories are a fit for teens through moms and even grandmas, so shopping in person at Lauriebelles is something you can do with your family and your friends, and now you’ll save every time.”

The store’s own custom clothing line, Lily & Lottie, sets it apart, Karlson said.

“We design and manufacture from start to finish, and we offer that direct to consumer, so these are really incredible, high-quality pieces for an incredible value,” she said.

“We’re focused on knitwear, activewear and basics right now because we know there are so many people working from home or looking for versatility, so you can run errands, go to the office or stay home in these pieces.”

Her husband, Scott, was a business major and art minor who joined the team full time this year and is helping guide design and operations, she said.

“And with our new location, you’ll find the same fun events, parties, activities and deals,” she said. “We’re just so thankful for our customers’ loyalty and support and our team’s perseverance.”

Don’t miss all the benefits available to GreatLIFE members! Click below to see more. And visit joingreatlife.com to sign up and start enjoying your own membership today.

New restaurant offerings lead off big menu of 2022 benefits for GreatLIFE members