In downtown Provo, there lies a small establishment catering to local and international fashionistas. It is a place where one can find high-end handbags and prominent brand shoes. It doesn’t just tell you what is hot, it sells you what’s hot. The name, ironically, is What’s Hot.
What’s Hot boutique has been around since 2004. It started off focusing on selling denim which was directed to a certain type of clientele. The boutique later expanded in 2006 by bringing in the brand Vera Bradley and enhancing their shoe section, which allowed the shop to bring in a broader clientele including different age groups and styles.
What’s Hot is a high-end boutique attracting customers from all over the world. A variety of clothing items such as denim, tops, accessories, handbags and shoes can be found at the boutique.
The shop has always carried brands such as UGG Australia and Marc by Marc Jacobs, but they recently amplified the shoe section dramatically. They have added brands like Hunter, Frye, Moon Boot, Reebok and Emu. This decision has now shifted the focus to shoes, which is benefitting the store, according to manager Chelsey Butterfield, because they are easier to sell.
The continuing construction surrounding the boutique has not affected it negatively. A lot of the clientele is attracted through conventions held by the company Nu Skin which bring people in from all over the world. People staying at the Marriott next door become clients as well. The boutique also has a set of regulars that continue to show their support.
“If someone is going to come to this store, they’re actually coming to this store, it’s not like a store in the mall,” said Butterfield, who also expects more customer traffic when the new convention center opens up down the street.
Butterfield, a UVU alum, is from Provo and lives in Salt Lake City. She has been working at What’s Hot since 2005. After graduation, she was offered an opportunity to continue forward so she stayed and has enjoyed her experience.
The boutique carries prestigious brands such as Ray Ban, Marc by Marc Jacobs, 7 For All Mankind, Vera Bradley, Moon Boot, Hunter, UGG Australia, Frye, Reebok, Emu, True Religion and Minnetonnka Moccasin. Go check it out.
110 W. Center Street in Provo.
www.whatshotclothing.com
801-377-5212
