We had the good fortune of connecting with Paula Johansen-Riley and we’ve shared our conversation below.

Hi Paula, can you walk us through the thought-process of starting your business?
i wanted to create a store that people would enjoy, not only the selection of items, but also the atmosphere and interacting with the staff.

What should our readers know about your business?
We are a Boulder-centered and CU licensed apparel store. What sets us apart is the ability of the staff to curate an atmosphere where everyone feels like they are visiting a long time friend when they shop with us. Over 3 years we have developed a team that really does feel like a family and that translates to the customer. Something I’m most proud of is our ability to build a clientele in an industry that typically caters toward tourists.

Getting to where we are today took 3 specific things: tenacity, determination and perseverance. Overcoming the challenges took those same 3 things.

What I want the world to know about our brand is that our store goes beyond the label on the clothes and a simple transaction; it’s about the relationships and friendships we build with each customer that comes in.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I would take my friends to Chautauqua Park for a hike, then I would take them over to Mountain Sun Brewery for a bite to eat and quick drink. For dinner, we would go over to SALT on the West End of Pearl St. Mall.

Over the course of the week we would go to places like Breckenridge and Keystone, down to Denver to visit Larimer Square. We would eat at places like The Huckleberry in Louisville, T/Aco in Boulder and Stem Cider in Lafayette.

Who else deserves some credit and recognition?
I would like to thank my previous corporations for allowing me to hone the necessary skills to create my dream store. I would like to thank my very first sales job, Merry Go Round Enterprise, for teaching me to create an amazing team and showing me what it takes to run a team. I would like to thank my wonderful husband for his constant support and helping me to build every structure in our store; my partners for believing in me and supporting my dream and my children for continuing to help me build this dream.

Website: shopboco.life

Instagram: @shopbocolife

Facebook: BoCo Life LLC

Image Credits
Connor DeMott and Jessica Riley

Nominate Someone: ShoutoutColorado is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.