Heidi Slacum believes in second chances and new beginnings, but most of all, fresh starts.
Since starting her Lutherville-based business Fresh! Boutique in 2005, Slacum said she is dedicated to providing both new fashion and new beginnings to local residents.
A physical and sexual abuse victim, the 39-year-old Slacum is dedicated to making a contribution to local charities from the sales of her hip Los Angeles- and New York City-label apparel.
“It?s meshing fashion and philanthropy,” Slacum said. “Fresh fashion, fresh start, fresh attitude. I still [can volunteer] in a way that?s helping out and doing things, just not hands on.”
Before opening her own store, Slacum, a wife and mother of two sons, had worked in the fashion retail world for 20 years. During this stretch she also volunteered for local nonprofits, which fueled her dream of owning her own business and helping others in the process.
At Fresh! Boutique, Slacum carries out her dream by handing out anti-abuse pamphlets while outfitting her customers in the hottest new fashions. Slacum?s success stems from her ability to maintain the same passion for both those she reaches out and markets to.
Dawn Goldberg, a 19-year Lutherville resident and frequent shopper at the boutique, loves the personal approach.
“Once you?ve been in there a few times, they will know you,” Goldberg said. “They have a very diverse clientele.”
Last year, Fresh! Boutique donated a portion of its approximately $200,000 in sales to charities that aid women and children at risk.
One organization that has benefited from Slacum?s help was Turnaround Inc., a rape, crisis and domestic violence center. Fresh! ran a special “Ties for Turnaround” sale, where a portion of each silk tie purchased would benefit Turnaround.
