Retailer Spolight: Aimee McQuilkin of Betty’s Divine

Nestled in the heart of Missoula, Montana, Betty’s Divine is more than just a boutique – it’s an oasis of eclectic charm. As you step through its bright blue doors, you’re greeted by a symphony of textures, colors, the warm embrace of a giant orange shop cat named Jethro, and a world of carefully curated, unique products.

You’ll find owner Aimee McQuilkin behind the counter most days, as she has been since the store’s opening in 2005. We were lucky enough to sit down with Aimee for a coffee date to pick her brain on the ever-evolving landscape of brick-and-mortar retail, the importance of sustainability, and the delightful presence of Jethro – the furry co-conspirator in making Betty’s Divine a one-of-a-kind haven in Missoula. 

ShopDot (SD): Aimee, thank you for taking the time to chat with us today. You’ve owned Betty’s for almost 20 years! You must have seen a lot of changes in the retail landscape since your start. 

Aimee McQuilkin (AM): Well, the world of brick-and-mortar retail has definitely evolved, especially after the pandemic and the shift to online shopping. However, I firmly believe there’s a unique charm and value in physical stores. It’s where customers can touch and feel the products and where the local community thrives. In Missoula, we have a close-knit community that really values and supports local businesses. But to thrive in this changing landscape, you gotta be adaptable and innovative. 

SD: So how do you stay on the cutting edge in an industry dominated by ever-evolving tastes and trends? 

AM: We try to do a lot of pop-up events, especially during local festivals and holidays. It’s a fantastic way to engage with our community, introduce them to our store, and showcase some of the unique products we carry. Plus, it adds an element of surprise and excitement to the shopping experience, which our customers love. Pop-ups have been a great way to connect with our audience outside the store’s walls and keep things fresh and exciting. 

SD: Sustainability is a big focus for you at Betty’s Divine. Can you tell us why it’s so important to you? 

AM: Sustainability has always been a personal passion of mine. It’s rooted in the belief that we can make choices that not only benefit our businesses but also have a positive impact on the planet. Betty’s has always been about unique offerings–and sustainability aligns perfectly with that. It’s about conscious consumerism, supporting brands with eco-friendly practices, and reducing waste. 

SD: How does ShopDot help you further your sustainability goals? 

AM: ShopDot has been an incredible asset for Betty’s Divine in our journey towards sustainability. It allows us to easily connect with brands that share our values. With ShopDot, we have access to a great network of sustainable and ethical brands. Not to mention the ability to drop-ship directly to the customer helps reduce overstock and excess packaging.  

SD: And we can’t forget about Jethro, your shop cat! Can you share a little about him? 

AM: Ah, Jethro, our giant orange shop cat, is a beloved part of the Betty’s Divine family. He’s always there, adding a touch of whimsy and comfort to the shop. He’s practically a celebrity here in Missoula, and we wouldn’t have it any other way.  

Aimee McQuilkin, owner of Betty’s Divine in Missoula, Montana, exemplifies how innovative solutions like ShopDot can help brick and mortar retailers like her create eco-conscious, sustainable businesses that resonate with customers and foster a sense of community – and all while enjoying the delightful scents and warm companionship of Jethro, the giant orange shop cat. 

Written by Miranda