Keeps
Boutique
Providing foster teens with fashion, friendship and faith.
Ask any teenage girl what she is interested in and the conversation will often turn towards friends and shopping. As the founder of Southlake’s Keeps Boutique- Emily Cassidy has used these shared interests as the foundation of her efforts to support other teenage girls throughout Texas.
“Keeps” is a non-profit (501c3) organization devoted to, “Providing foster teen girls with fashion, friendship and faith.” Just like other high end boutiques, Keeps offers only the best fashions for a limited and very select list of customers. However, Keeps Boutique stands alone as their doors open by appointment only for foster girls between the ages of 11-18.
At sixteen years of age, Emily is the oldest of four children of Bill and Jennifer Cassidy of Westlake. Bill is the proprietor of Epi Kitchen in Southlake, an award winning manufacturer’s sales agent of commercial food equipment. His wife Jennifer, not only has the demanding role as mother of four, she is a multi-faceted homemaker who also manages Emily’s home-schooling while lending a helping hand to Keeps.
Keeps may be a mom, pop and daughter operation, even still many larger organizations could learn a thing or two from the hands-on and heart-filled approach that Emily brings to her own organization. Her father, Bill Cassidy openly admits, “Emily has taught us more on how to deal with people than the other way around. Her heart is natural and ours have grown because of her.” If asked about how potential customers are screened, many organizations run by seasoned veterans would be quick to explain a long list of procedures, forms and assessments to verify the needs of their beneficiaries. As the leadership of Keeps, Emily clearly responds, “If they call me, then they need clothes” and that, plain and simply is how an appointment is made. Living by the golden rule seems to make many of life’s decisions much easier.
Such simple philosophies could be categorized by some as the thoughts of a naïve youngster. On the contrary, this youngster has developed into a true businesswoman, and philanthropist holding her own amongst the high profile fashion industry and even higher profile supporters of her organization; the latter includes many of the who’s who of local executives, business professionals and local organizations. Just recently, the Southlake Woman’s Club helped support Keeps by donating to provide larger sized clothing to fit the many shapes of beauty that are served. Emily and her parents agree, “We are very thankful of the Southlake and Westlake communities for all of their support. It seems to be a true grassroots, community effort.”
How it all began…
Emily learned about the joys of giving in her early teens through ministry organized by a family friend. At the age of 14, she joined in on monthly visits to a local assessment center where she helped distribute pajamas to young residents awaiting more permanent foster care arrangements. On subsequent visits Emily explained, “I brought my nail polish and painted the younger girls nails. They absolutely loved it, it made them feel girly.” More importantly the mini-manicures provided Emily and the girls a mutual bond which quickly led to comforting conversations about clothes, music, boys and life in general.
The bright faces and friendships created from a fresh coat of polish brought a lot of joy to Emily and to the little girls. Emily realized, “I wanted to get to know them and for them to know that they are beautiful.” This feeling became the spark for Emily to start her very own boutique.
With the help of her dad Bill, who helps with the business side and mother Jennifer who advises on marketing and communications - the idea quickly blossomed and soon became a store full of brand new clothes with its very own location (roughly 500 sq ft in the back of Dad’s office).
Looking back, the family cannot believe, the entire concept of Keeps is barely one year old. Time has flown by since they brainstormed about how they could build a store that didn’t just give away used or unwanted clothes…but gave away new offerings from the absolute best brands. Many people felt that getting popular brand labels to associate with a charitable store would be a tough task to undertake. Emily admitted, “Sometimes it did feel impossible” but through it all, faith and determination has allowed her to successfully stand by her vision.
Jennifer still remembers their very first trip to visit the clothing manufacturers at Dallas’ WorldTradeCenter. After months of persistent phone calls to the Lucky Jeans™ manufacturer, Emily finally secured a brief appointment to introduce her yet to be developed concept. Emily, a typical teenager, found the experience of her first sales call as, “Very intimidating.” Nevertheless, she gave her presentation and handed the representative a press pack of information on the store. Immediately impressed, the Lucky representative personally walked her through the WorldTradeCenter to meet with a dozen more different manufacturers. Each unscheduled appointment was more successful then the next. Mom quickly realized, “The manufacturers love Emily and the more I stayed in the background the better it works for her.” Emily and Jennifer went home that day with over 150 pieces of brand new, donated clothes. Emily and Keeps Boutique were now in business!
Over the past twelve months countless thank you letters have come into and out of Keeps. Just as each girl who enters the store is thankful for a great new outfit, so too is Emily for each and every donation she receives. As the leader of her own organization she has learned that following up with her supporters is not only the right thing to do, but it is also extremely important for building upon the relationships she has worked so hard to develop. Emily relishes relationships with such manufacturers as; D2 Showroom, Charlie Brown, Johnny Was, Fresh Ink and Lucky who all have generously donated to her cause. None more so than Los Angeles based manufacturer - Tulle who recently donated 10,000 pieces of clothes in a wide variety of sizes to best fit the many unique shapes of Keeps Boutique shoppers.
Even though she loves clothes and dealing with her friends in the fashion industry, she also must maintain relationships with local foster homes and parents who wish to make their girls happy with a trip to her store. Emily books appointments for as many as eight girls per shopping session. On Tuesdays and Saturday appointments, foster girls may travel from as far away as Burleson, Dallas or Fort Worth for a special day just for themselves. For them, the trips are a chance to enjoy a day of shopping and an opportunity for a short time, to just put their worries aside.
When it comes to spending money, shoppers of this store can once again put their worries aside. Despite prices in excess of $200 for a single dress, skirt or top, each visitor is entitled a free shopping spree of six items which they are told is “For Keeps”. What’s more, Emily has decided to leave the original price tags on each and every Keeps Boutique item; she says, “I like to leave the prices on so the girls realize they are getting the very best. The clothing we carry, any girl would want to call their own.” With hot brand names that normally grace the shelves of Neiman Marcus and the likes, it’s hard to disagree.
Keeps not only provides the finest clothes for their client’s outward appearance, but Emily and company also do their best to develop their friends from the inside. A perfect example is their “Girls Night Out” events, sponsored by Grayson Allen Fine Jewelers of Southlake. These events offer make up and glamour sessions, an inspirational speaker and faith based events to help develop each girl’s confidence in their appearance and in them as people. Grayson Allen Fine Jewelers has helped raise proceeds for Keeps through charitable fund raisers and sales of their products. Keary Turner, owner of Grayson Allen says, “We are excited for Emily, Keeps Boutique and all the fine work they are doing. It is our goal to help them by funding many more Girls Night Out events.”
The concept of Girls Night out and Keeps in general is definitely catching on. CNN Headline News in addition to the CBS-11 local news has given Emily a lot of exposure and help in spreading the word about her mission. In fact, word has even spread to Tyler, Texas where a second Keeps Boutique is set to open in the near future. The Cassidy family has no goals for the future development of Keeps except to as they say, “let it grow naturally and take its course.” No matter what the future holds, the Cassidy’s are very proud of their daughter, who as Bill puts it, “has come full circle” through the many character building activities centered around not only running her own charitable organization, but also in acting as an excellent role model for her peers.
How you can help:
Keeps Boutique is always appreciative of the support of the community and that is why 100% of your donations will go directly to support Keeps and its beneficiaries. Keeps is in greatest need of larger sizes of clothing. To learn more about how you can help, contact them directly by calling 817-552-5535 or visit online at www.KeepsBoutique.com.