The SKYLER IRVINE Show | Episode 96
On Episode 96 of The SKYLER IRVINE Show, I sat down with Susie Diamond, the owner/founder of Rolling Rack Boutique, a high end women’s boutique on wheels.
From idea to execution, overcoming countless obstacles, and getting involved with Vanderpump Rules, are just a few of the many items we discuss.
Follow Susie on Instagram: @ShopRollingRack
Visit her website: ShopRollingRack.com
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More about Susie:
Susie Diamond was born in Ventura, CA but moved to the Phoenix area when she was only 6 months old. Her first job was at Jungle Jim’s Playland on Alma School and Guadalupe in Mesa. She started out hosting kids birthday parties but quickly got promoted to the Events Coordinator at 16 where she had her own office and a 10 cent pay increase. She says that she quickly got demoted when her people skills that everyone loved turned her into her being on the phone talking to her friends in her own office which caused a constant busy signal for people trying to call in and book events.
Her dad had a huge impact on who she is today because he was a free spirit; a live and let live soul. He gave him last $5 to a homeless man on the corner. He showed Susie how to empathize with other people. She says that they had some very rich times and some very poor times, but no matter what spectrum they were on, he always helped others and gave back.
She loves to eat at Montis La Casa Vieja in Tempe because it was her dad’s favorite and they went there a lot growing up. It also became her favorite as an adult. She also enjoys hiking the Peralta Trail at the Superstition Mountains because that is where she hiked to spread her dad’s ashes.
Her biggest obstacle was convincing designers that she was truly an experience – Beverly Hills on Wheels. She says that when you go and introduce yourself to a new boutique then mention you are selling out of a truck, they cannot even comprehend the level of what the truck looks like. Now media and pictures help but, in the beginning, trying to get fully stoked before sending pictures of the truck, since it was not complete, was hard. Nobody wanted to give her a chance, and they could not picture her vision.
Her most memorable mistake was giving away a lot of free merchandise. She had a local, popular news anchor take clothes from her after making her feel awkward about it if she said no. She promised her a shoutout on Instagram, but months later she will not respond to her, never followed her, and did not do a shoutout. The stuff she took started to hurt Susie as a small business owner because they were popular items that she could have sold. Not a lot of people will hold up their end of the bargain.
Her husband inspires her because he built her dream and shows up for her every single day with a smile. He builds cars, so he already has back-breaking work, but he just keeps going. He attends all her events, spends weekends with her, and his energy rarely fades. He also lets her bring home almost every stray dog or cat she finds along the way with very minimal complaining.
When we asked Susie what advice she would give to others going into this field, she said that inventory of any boutique is the most important thing. Decide your vibe and research designers. Inventory is ordered 9-12 months out, so you need to know your space and be prepared to be blown away when something you think will resonate or be very popular ends up being a bust, and something you think will not be popular sells out right away. Be prepared to buy things you do not like – it is not about your taste.
To shop for clothes at Susie’s boutique or to see a daily updated schedule, check out shoprollingrack.com.