BELLE FOURCHE—Pasque Ladies Fashions celebrated its second anniversary on May 2 in downtown Belle Fourche. Two years of serving the community is not just a milestone, but a reflection of trust earned and lasting relationships built along the way.
Co-owner of Pasque Ladies Fashions Michelle Evans has worked hard to build and foster those bonds. “It’s been a long, short two years,” she said.
Of course, building good relationships with her customers is key to being successful. One of the ways to do this is to cater specifically to customer needs. “I ask a lot of questions when people come in—I meet them and greet them, and then I ask questions, is there something you’re looking for? Is there something we can help you find,” explained Evans. “It is just figuring out who our customers are and what to do to bring them in.”
Evans is good at coming up with creative ways to get folks in the door. She has hosted private fashion shows that showcase new styles, allowing early access to those, held Galentine’s Day events, had a special fitting event with representatives from exclusive brands, and held special craft projects in the store, to name just a few.
Most recently, Evans and longtime employee Pat Main have started showcasing newly released styles in the store with a Facebook Live show called Tuesdays at Two with Pat and Michelle. “They are phenomenal! Tuesdays at Two with Pat and Michelle, we talk about all our new arrivals, and if we don’t have anything new that particular day, we just help restyle some things—we show you how you could wear the shirt, or jeans, or accessories,” shared Evans.
A lot of what Evans does with the store involves partnering with other businesses on State Street. Encouraging and supporting other small businesses is important to her. One such event is happening May 29 called Wine Up on State Street. This will be the second year for the event. Businesses on State Street will be open late and invite the community in for wine tasting and pairing along with shopping. There are 22 businesses signed up to participate in that event.
Pasque Ladies Fashions takes pride in its ability to partner with fashion brands and bring in exclusive fashions that cannot be found elsewhere in the same town. This is important because customers who shop at Pasque can have confidence knowing that when they come here, they will find something different. “Exclusivity—the brands that are in our store are for our store, and they are zip code protected,” said Evans.
Part of being a small business owner is being able to make changes as needed to fit customer styles. “We are finding our groove and finding what our customers want, and we’re bringing in younger styles, because a lot of people are like, it’d be nice to find something here instead of going into Spearfish or Rapid,” said Evans.
Customers can look forward to a few fashion changes in the near future. “We’ll definitely be gearing up for younger styles. I’m actually looking at fall right now for the youth, for high schoolers and middle schoolers,” Evans shared. “My daughter’s going into high school next year, and I don’t want to spend $500 to $700 every year for a prom dress. And so just finding something that is good quality and at a good price is definitely available here.”
For those that rodeo or anyone who likes the brand 7 For All Mankind jeans, new longer lengths are available in store. “Their pocket is iconic, the Sevens pocket, and they are great material. We have our first shipment of 36-inch inseam coming. We also have 32-inch and 34-inch, and now we are carrying the 36-inch,” explained Evans.
The store will be stocking exclusive Fourth of July merchandise. “We will have a big collection of T-shirts and just everything themed in red, white, and blue. And we will have a couple of shirts available here, and then also at Cowboys Too, that will be tailored to us,” said Evans.
For the second year, Pasque will be holding Fashion the Fits styling event June 22 through July 4. There will be over 100 pairs of jeans in a variety of styles and fits for ladies to come in and find which jean works best for their bodies.
For a variety of community-wide and storewide events, keep an eye on the Pasque Ladies Fashions Facebook page. “Thank you to all of our customers—new and existing and future,” said Evans. “It’s been fun. I really enjoy it.”
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