Troy

As large retail chains continue to shutter store locations across the country, a women-owned Troy boutique is crediting millennials with its success as a brick-and-mortar establishment.

Related: 40 women-owned businesses in the Capital Region

"Millennials are embracing small businesses," said Lorena Nazario, founder and co-owner of Bella V. Boutique. "They want to know the story, the owners and the why behind it. They want to feel like they are part of the brand."

Nazario and co-owner Melissa Convertino curate "desk-to-dinner" tops, pants, dresses and accessories designed to be chic, comfortable, "realistic glam" that won't break the bank. Every item at Bella V. is under $100 and about 90 percent of the items sold in-house are also sold online through the boutique's website.

The business also offers styling services ranging from wardrobe tailoring to closet makeovers to help customers develop their personal style.

To connect with young people looking for a personalized retail experience, Nazario and Convertino use social media and their blogs to post style tips, curated outfits, fashion inspiration and photos of their children. The boutique's Instagram account has nearly 1,500 followers and its Facebook page has more than 1,600 likes.

"Social media plays a huge role," Nazario said. "Our social media feed is an extension of who we are. Millennials rely on social media to find new brands [and] products."

The store's location on Broadway in downtown Troy also appeals to customers, Nazario said. From restaurants to coffee shops to art galleries, the boutique is part of a network of locally-owned small businesses in the area.

"Troy used to be dead," Nazario said. "Now it's booming."

After spending 15 years working in the fashion industry in New York City for brands like Perry Ellis, Nazario decided to start her own business in 2014. Opening a permanent store seemed too risky at the time and she opted to launch a mobile fashion truck, the first of its kind in the Capital Region. She named the boutique after her daughters, Isabella and Victoria.

Using a former FedEx truck, Nazario traveled to private parties and festivals and held pop-up shops. As the boutique's customer base grew, Convertino came on board to expand the boutique's personal styling services.

Customers often called and asked when and where they could visit the truck, which only had enough space for about 200 pieces of clothing. To offer their clientele a permanent place to shop and expand their inventory, Nazario and Convertino decided to open a physical store.

They spent weeks looking for discount furniture at consignment stores and watching DIY decorating videos on YouTube to revamp the former home of Hill's Stationery, which closed in November. They opened the store a month later.

Sales have grown since then and the shop was recently voted best boutique overall in New York state by the readers of theboutiquehub.com. The business was also honored for having the best storefront.

"I was afraid of opening a brick-and-mortar store," Nazario said. "Troy has done a really good job of helping small businesses."

miszler@timesunion.com • 518-454-5018 • @madisoniszler