Diane Webster is the Owner of Cuervo Boutique, supplier of confident, curated clothing.
When did I start to feel invisible?
Every day I was feeling myself becoming more and more invisible, I felt myself shrink inside, and it was soul-destroying.
Shopping in department stores and boutiques, I was ignored by staff or worse, told that there is nothing there for me, while the sales associates approached the younger clientele.
Finding clothes was another story; fashion and my age did not seem to match.
To make matters worse, I was without my career, one I had worked in for close to thirty years. A career based on beauty and anti-aging skincare. I was forced back into the traditional workplace and unable to find a job, despite a lifetime of experience, which did not seem to matter as much as my age did.
I was no longer seen as relevant or of any value.
Aging is not easy on anyone.
Having your existence devalued is one of the most painful things that you can experience. However, it also fueled a fire within me and put me in the driver’s seat.
I asked myself, am I looking for a job in the same industry because it is the only thing that I think I can do?
I made it here to my sixties … it was not an easy road, but I had continued to demonstrate my resourcefulness and resilience throughout my life, so why would I stop now?
Luckily, a door opened that I choose to walk through.
I was presented the opportunity to study Small Business and Entrepreneurship.
What business model could I create that would differentiate my business from others that are similar?
My experiences over the years had shown me that the inconsistency of fashion and age made it difficult for women to find suitable clothing that matched how they wanted to feel.
I decided to open a clothing boutique in a neighborhood setting where I could reach women, provide an atmosphere of inclusiveness, create connection, and make my store a comfortable environment where age was not the issue. A place where when they leave, they will feel inspired and confident.
You are only invisible to people who do not deserve to see you.
