Photo by Yuvie Styles.
In the heart of the Bishop Arts District, a mother-daughter duo has created a unique shopping experience that blends inclusivity with a vibrant sense of community. Aimee and Ashtynn Hughes are the minds behind two successful boutiques: Bella & Brawn, and Glam House. Their journey to boutique owners is a story of family collaboration, community support and a shared passion for fashion and business.
Aimee Hughes and her husband first conceived the idea for Bella & Brawn seven years ago while both were still working in healthcare. “We knew that we wanted to do something different in the second half of our lives,” Aimee recalls. The couple’s children, particularly Ashtynn, showed a strong interest in fashion and business, making the idea of opening a boutique a family affair.
Bella & Brawn opened its doors in July 2019 in the Lower Greenville area, right before the pandemic hit. Despite the challenges of COVID-19, the local community’s support helped them stay afloat. “The neighborhood was extremely supportive. They kept us going through our website when we had to shut down,” Aimee says.
The name Bella & Brawn was chosen to reflect a space that welcomes everyone. “Bella means beautiful in Spanish, and Brawn sounds masculine. We wanted a place where anyone, regardless of age, sex or sexual orientation, could find something they loved,” Aimee explains. Early on, the boutique became known as a safe space for the LGBTQ+ community, particularly for those looking to align their outward appearance with their true selves.
In February 2022, Bella & Brawn moved to the Bishop Arts District, a move that felt like coming home. “We felt like that’s where we belonged,” Aimee says. This move set the stage for the opening of their second store, Glam House, in March 2023. Ashtynn, having graduated from college, co-manages Glam House with her business partner, Yulissa Bautista.
Glam House, while under the umbrella of Bella & Brawn, has its distinct personality. “Bella & Brawn has a more classic feel with a focus on vintage candles and purses. Glam House, on the other hand, is more about ’60s and ’70s glam—think disco balls and Marilyn Monroe,” Aimee describes. The store caters to a younger crowd, from teenagers to those in their late 20s.
Ashtynn and Yulissa’s complementary skills are at the heart of Glam House’s success. “Yulissa is into fashion and cosmetology; she can put an outfit together in a snap. I’m more focused on the business side of things,” Ashtynn says. This partnership has allowed Glam House to thrive and adapt to customer needs, introducing more gift items alongside clothing.
Supporting local artists and musicians is a cornerstone of the Hughes’ business philosophy. Glam House regularly hosts local musicians on its stage, providing them with exposure and a platform to showcase their talents. “We don’t charge them; they get to put out a tip jar and keep all the proceeds,” Ashtynn explains. The store also collaborates with new businesses, offering them space to introduce their products to the community.
Running a business with family has its challenges, but Aimee and Ashtynn have found a balance. “We set clear boundaries. Sometimes I have to remind her I’m speaking as a business partner, not as her mother,” Aimee says. Ashtynn adds, “We’ve learned to switch from personal to business mode quickly, and that has made our relationship stronger.”
Their advice for those looking to start a boutique, especially with family, is to establish boundaries early on and to follow one’s dreams. “It takes discipline and hard work, but if it’s your dream, it’s worth it,” Ashtynn says. Aimee echoes this sentiment, encouraging aspiring entrepreneurs to take the leap and pursue their passions.
The Hughes family has big plans for the future, hoping to open more stores with unique personalities under the Bella & Brawn umbrella. “We want to continue growing and adapting to what our customers want,” Aimee says.
With a foundation built on family, community support, and a clear vision, Aimee and Ashtynn are proving that with the right mix of passion and perseverance, dreams can indeed become reality.
