Meet Rowena Sjovall of Vêtue Boutique!


Hiya! I hope your morning is off to a fab start with your favorite mug and a dang good playlist. I’m ready to introduce you to Rowena Sjovall of Vêtue Boutique… are you ready to meet her?! Rowena is celebrating 2 years of being a boutique owner. She is used to reinventing herself, and did so after her recent move to Lithia, Florida— her husband has been an active duty soldier in the army for most of their marriage and Rowena is a former Clinical Therapist who has always loved fashion. Plus, Vêtue can go where she goes since it’s an online shop! Rowena’s passion for all things travel and style are totally obvious as soon as you see & chat with her— her enthusiasm and big personality is energizing and I know you’re going to love her. Enjoy her words & stay boss. xx -G

Tell us about yourself and what you do!

I am a Boutique Owner, Empty Nester Mama and wife to a hot "training to be a Samurai dude". I have an imperfect body that is superseded by my confidence and attitude of living the best life possible. I'm a shoe-aholic, tea drinking, wanderlust romantic and foodie always searching for the perfect red lipstick and nude nail polish. When I am not helping my customers look and feel their best, you can find me behind my phone's camera capturing adorable pictures of Rocco (my dog) and all things funny and interesting in FL and other places my soles take me.

How did your business begin?

Launched in January 2017, Vêtue Boutique is the essence for my love of style. When my husband was Active Duty in the Army, I got to know plenty of women who were challenged with finding the right outfit for the many occasions that military wives get to go to. I loved helping them not only find the right outfit for the occasion but also helping them find their style that worked best for them. As my kids grew older and to prepare myself to an Empty Nester life, I revisited my passion for style and styling. I saved some money, wrote down a simple business plan and VOILA! the birth of my online boutique.


Whats 1 challenge you've faced and 1 success you've had since you’ve created your business?

One of the challenges I faced when my business was in it's early stage is finding other boutiques and boutique owners who are receptive to helping new boutiques. It was tough because many thought I was trying to steal their secrets when in essence I was asking basic and generic questions - what e-commerce do you use, what kind of liability insurance do you carry, etc. BUT, with each door that was shut on me, I found a few who were willing to help and gave me awesome resources that I can tap on. I have been paying this forward since then.

What's the best piece of advice you’ve ever received and has it come in handy for you?

Community over competition. It has come in handy every time. There are some fellow online boutique owners that I collaborate with and we can relate to each other's challenges, failures and successes.

When are you at your happiest?

I am at my happiest when I am traveling to a foreign country. I love visiting places that are off the beaten path, enjoying regional cuisines and communicating (whenever possible) with people. It feeds my soul when I learn from others and can share a meal with them.


What do you tell yourself when things get difficult?

"I release the thoughts that burden my heart. I open my heart so I can learn in love."

Whats 1 personal goal and 1 business goal you plan to accomplish this year?

One personal goal I would like to accomplish is to make meditation a part of my daily routine and lifestyle. I would also love to travel to new places like Scandinavia, China and the UAE. As far as business, my goal is to finish the year with at least 30% growth in my business.

Where can you be found on a Tuesday afternoon?

Hmmm....more than likely sitting in my porch with my dog. If it's raining, enjoying the sound of rain as I do some reading or listening to a podcast.


Where can we find you on a Friday evening?

At a sushi restaurant, then after that, maybe perusing Netflix or Amazon Prime for some documentary or Foreign Film/TV show to watch.

Where can you be found on a Sunday morning?

On my lanai, meditating. Then after that, maybe reading a book until it's time to head out for brunch.

Finish these sentences:

I love: the sound of rain.

I'm always looking for: the next travel adventure I can take with my husband.

My inspiration is: everyday women who embrace their imperfections.

I'll never: have a bird for a pet.