Evolving With Your Brand with Paige Boersma | Ep13

What happens when our brand vision shifts? In this episode, we talk with Paige Boersma about evolving business models, finding your style, and rebranding with purpose.



  • how her fashion boutique was born from a senior thesis project
  • an inside look into putting together a brand concept for a retail store
  • what it’s like to attend to a trade show and go on a buy
  • why her tagline “street style meets fairytale” is still relevant in her lifestyle brand
  • what it’s like to run a brick and mortar store and what she’s learned
  • what a typical day looks like for a local shop owner
  • how her local and online communities have played a role in her evolving business
  • why she decided to closer her boutique and what happened after
  • how she creates vision boards for her brand photoshoots and freelance work
  • what tools and practices help her when she is shifting her brand vision




  • “I am so much a part of the brand.” (Tweet it!) 
  • “Following your style makes for an authentic brand because it’s true to who we are.” (Tweet it!) 
  • “I took a step back and realized that creating is something I loved to do.” (Tweet it!) 
  • “Take the time to play and explore and be okay with not knowing what might come next.” (Tweet it!) 
  • “Redefine the rules and your job title.” (Tweet it!)
  • “Everyone brings something of their own unique style and skill to the table.” (Tweet it!) 
  • “Reassess your values and what’s important to you. Share your journey.” (Tweet it!) 




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Paige Boersma of Studio Bicyclette on the #createlounge podcast