Elements, a new downtown retailer, opens its doors

Dana Miller, left, and her daughter, Madison Cox, teamed up to operate Elements, A Boutique in downtown Garden City.

Editor’s Note: This story is part of a month-long series called the 25 Days of Christmas that will highlight the fantastic selection of retailers in downtown Garden City.

By SCOTT AUST, FCEDC Director of Communications

Dana Miller wasn’t sure what to expect when she decided to open a new clothing boutique downtown so she was pleasantly surprised and pleased with the response seen during a soft opening of Elements, A Boutique, on the weekend of Nov. 17.

“We haven’t been able to advertise like I was planning. Time’s just gotten away from us,” Miller said.

Now open at 309 N. Main Street, Elements occupies the space that formerly was home to Wheatfields on Main, a business originally started by Miller’s mother-in-law in 1985 before changing hands a couple of times before closing in June 2016.

“We knew we wanted a women’s store,” Miller said of Elements. “I just wanted something a little more fun, a little non-traditional, something that people would enjoy coming to. We want it to be an experience. They can sit and hang out or do whatever. We didn’t want it to be too crowded, we wanted to have some elbow room and something you don’t see every day.”

A Family Affair

Miller continues to operate her real estate appraisal business upstairs in the same building. Her daughter, Madison Cox, will manage Elements.

“My father-in-law owns the building. It had been empty for so long, and we kept putting people off — a dog groomer, another who wanted to put more offices in, and someone who wanted to do screen printing,” Miller said.

But Miller and her family really wanted to keep the space filled with a retailer. Finally, Miller just decided to give it a go herself.

Miller said the goal is to offer classic styles with an edgy flair. Primarily women’s clothing, the store offers sizes extra small up to 3X designed for women of all ages. But there will also be some men’s merchandise. Currently, Elements offers a men’s line of underwear but very soon they expect to have two more lines of denim and clothing, including 7 For All Mankind and BlankNYC.

“We want to carry something for everyone. I want to carry stuff that can be used for several years. It’s not so trendy that it’s going to be here and gone,” Miller said.

Extensive Renovation

Over the past eight to 10 months the interior of the store underwent a big renovation. Miller said the space was completely gutted, carpet removed, floors refinished, new HVAC installed and closets and display cases on the Main Street side were removed which now allows a great deal more light in through the front windows.

In the next couple of weeks, a new awning will be installed that Miller said is “fabulous.”

Miller said she loves Elements’ spot downtown.

“We have a great location. I like that we have access to a hair salon, or to go over and do yoga. I like being part of the downtown traffic,” she said.

The store has one full time and about five part time staff. Miller urged people to stay tuned for seasonal specials.

Elements will also give Miller the opportunity to work with her daughter, Madison.

Cox, who graduated in May from Fort Hays State University with a degree business management with an emphasis in human resources, said she is looking forward to her role at Elements. In Hays, Cox managed a Starbucks which was very structured and linear. With Elements, Cox said, she will be able to use more creativity.

“It’s kind of fun to get to be creative every day, do something different. You get to do your own thing. You get to put your personality in it,” Cox said.

Cox also enjoys getting to work with her mom, saying they really get along well together and have similar visions. She said when they go to market to look at merchandise to bring to the store she and her mom really complemented each other in terms of style.

“Since she’s so young, we kind of have to balance our perspectives,” Miller said.

Elements normal hours are 10 a.m. to 5:30 p.m. Monday through Friday, 10 a.m. to 5 p.m. Saturday and 1 to 5 p.m. on Sundays.