Emily and Jill Hoehne: Stash

Emily Hoehne has had an interest in fashion and retail since she was a teenager.

She began working in retail when she was 16, and soon found she enjoyed the boutique setting. Three years ago, she saw a need for a women's fashion boutique in Cape Girardeau and decided to create a business partnership with her mother, Jill Hoehne.

Stash was born.

Before opening Stash, Jill worked for the Association of the Miraculous Medal, a Catholic not-for-profit organization that raises money for Vincentian priests. She decided to leave when an opportunity presented itself.

"They did a reorganization of our company and they offered an early retirement to whoever wanted to take it. So after 30 years, I thought it was a good time and I knew Emily wanted -- her dream was to open her own boutique, and I thought, 'Oh, maybe that would be something fun that we could do together,'" Jill says.

Jill Hoehne, left, with her daughter and co-owner of Stash, Emily Hoehne, pose for a photo inside their downtown Cape Girardeau boutique. (Laura Simon)

Emily says the partnership was necessary and works well because her mother has provided essential backing, and she has the experience when it comes to the retail fashion world. She has since tried to channel her store setting in the direction of a chic metropolitan boutique.

"I'm not a girly girl at all ... I was going more for an urban vibe, like something you would find in a city," Emily says.

Her first instinct was to target college-aged young women, but since its opening, the store has slowly transitioned to a shopping space for the modern working woman.

"I just wanted a place that was cool and that women could come and hang out with their friends and just have that shopping day. ... I wanted a place where women could have fun and be comfortable and hang out," Emily says.

"And find something different," Jill continues. "A lot of people tell us they like that about the store because when we order something, we'll get six pieces and then that's it, and very, very seldom do we reorder ... it's unique and we don't duplicate."

Jill Hoehne, left, with her daughter and co-owner of Stash, Emily Hoehne, pose for a photo inside their downtown Cape Girardeau boutique, Wednesday, Oct. 28, 2015. (Laura Simon)

The women say they are grateful for the support system they have found from different groups downtown, including Old Town Cape and other small business owners in the area.

"It's so inspiring to see other women doing great things; it's like, just do it. Just do it and have fun with it," Emily says. "I think so many people are scared of failing. I was. It was like, 'Oh, my God, what if nobody comes?' I think we just need to empower women because so many times it's catty. Just support each other. A good support system is great."

In terms of the future, Emily says she would like to some day expand the business to a website, but that right now running the shop with her mom is enough.

"As long as we're fulfilling a need and we're doing well, right now I'm staying here," she says.