Ten years ago Erika Morgan took her college savings money and began a clothing business in Rockford. She was just 21. That business, Paper Doll, recently celebrated its 10th anniversary.
“I always really liked shopping in mom-and-pop shops as a kid,” Morgan said. “I just loved small antique shops, mom-and-pop restaurants and the personal feel of boutiques. When I noticed there were no clothing stores for younger people in Rockford, it got me thinking of opening one.”
In 2008, the store was voted “best boutique” in the “Tops in Grand Rapids” contest of the Grand Rapids Press.
Morgan eventually decided to go back and finish her college education, earning her teaching certificate. She majored in art as she carried on the business. Morgan is now married and has a five-year-old child with another one due in April.
Of her 10 years in business, Morgan has most enjoyed getting to know the Rockford community, she said. She loves her customers and is thankful for them, she added.
“It’s a good fit for me,” Morgan said. “I can be creative with my art background and have fun with the customers all at the same time. Paper Doll is just a feel-good place for me.”
Logo from Paper Doll