Brigelle Oden compares her Alabaster shop Frou Frou Boutique to the Little Engine That Could. What began as an online shop 12 years ago has evolved through the years — from occasional pop-up shops to a fashion truck to a thriving brick-and-mortar location. Two years ago, Brigelle opened another shop, Flow BHM, to reach even more customers. No matter the challenges, Brigelle perseveres. She’s determined to pursue her entrepreneurial dreams and inspire others along the way. We’re excited to introduce our newest FACE of Birmingham, Brigelle Oden of Frou Frou Boutique and Flow BHM.
How did you get into fashion and retail?
I have always been into fashion. My mom was a very stylish woman, and I got my love of clothes and styling from her. I always had this dream of being a business owner; it was always in the back of my mind.
I’m from Montgomery, but I went to UAB, and that’s how I got to the Birmingham area. I started working for a boutique while I was in school, and I would help the owner buy merchandise for the store. I learned the behind-the-scenes stuff. But then life took over. I got married and had kids; I stopped doing what I loved and started doing what paid the bills. I started working for a bank, but in the back of my mind, I still had this dream.
How did you finally make this dream come true?
Eventually, I became a stay-at-home mother, and that’s when I started seeing people opening online businesses — but they were using social media as a platform to promote. I started wondering if I could do that. I talked to my husband about it, and he’s always supportive.
So that’s how Frou Frou Boutique was born about 12 years ago. I started very small as an online boutique, working from home while my kids were at school. And I would post things on Facebook.
How did Frou Frou Boutique evolve from an online shop to what it is today?
I was one of the first boutiques in this area. I developed a following from my online shop and social media. Eventually, I had my first pop-up shop at my house. Then, I was doing pop-up shops at people’s homes — like Tupperware parties but with fashion. About 10 years ago, I bought an old Flowers bread truck and turned it into a “fashionmobile” because I got tired of lugging stuff around.
On social media, people were always asking, “Where’s the truck?!” So I thought, maybe it’s time for me to branch out and open my first location – which was scary. But I did it! I opened my first location out here in Alabaster about eight years ago. The people here have been very supportive.
All small business owners face challenges along the way. What motivated you to keep going?
Sometimes we want to quit. I think at my first pop-up shop, five people showed up. But it grew. I never gave up on it.
I had the support of my husband and my family, and I felt this was a dream God put in my heart to do. While I was doing it, it just felt right. It felt like this was what I was supposed to be doing. And I know my purpose is way bigger than retail and selling items — my focus is to be a light to others. When they walk through the doors, a weight lifts off their shoulders, and they forget their worries for a minute.
What’s been the key to your success?
Customer service. At Frou Frou, I try to create a warm, welcoming environment. It feels like a family! For most of my customers, I know their names, I know their kids, I know what they’re doing.
Who is your ideal customer?
We pride ourselves on having something for everyone, whether you are a tween, teen, college student, young mom, or woman in her 40s. Personality-wise, I would say my ideal customer is outgoing. She’s fun. She’s trendy. She’s a lady on the town.
What inspired you to start Flow BHM? How was it meant to be different from Frou Frou Boutique?
I started Flow BHM two years ago. It came about because I felt the need for more retail in Downtown Birmingham. So, I opened in Uptown. I did think about it being a second location of Frou Frou, but I wanted it to be welcoming to everyone — including men — and I didn’t think men would come into a shop called Frou Frou.
Now, Flow BHM is online only. I live in Alabaster, and I took for granted being just five minutes away from my boutique. My energy was becoming low. I was trying to spread myself too thin.
What’s the best advice you have to offer?
Be consistent. We want stuff to happen so fast. And I’m that person! I want something to happen overnight, but it’s just not that way. If you continue to be consistent in what you do, it’s going to happen if it’s for you. Just keep at it.
With social media, don’t post once a month and then wonder why the sales are not there or why you’re not getting the following that you want. You have to be consistent.
What do you like to do when you’re not working?
I’m always working! But some of my favorite things to do with my family include 30A beach visits and trying new restaurants. I also like to read.
What are you currently reading?
Last year, I read It Ends with Us by Colleen Hoover, and since then, I’ve been obsessed with her books. Right now, I’m reading Too Late. Her books are like a little escape.
What are some of your favorite places in Birmingham and its surrounding areas?
K&J’s Elegant Pastries. I love the pound cake. Eugene’s Hot Chicken. I always get the popcorn chicken. And Chubbfathers is an Alabaster favorite. They’re known for their burgers, but I also love their fish tacos.
Because I love all vintage things and things that remind me of childhood, you’ll often find me at D’Trespa consignment and vintage shop.
What’s on your bedside table?
A water bottle, my devotional, and a little stuffed Pound Puppy. My mom passed away in 2020 from cancer. And so it reminds me of childhood and her.
Other than faith, family, and friends, name three things you can’t live without.
TikToks from my bestie Kelly, my Amy Winehouse Pandora station, and dessert after dinner.
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