Miles of Style: Amber Westerman
By Mollie Shambeau
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Watch out Wonderwoman. Chill out Catwoman. There’s a new superhero in town. Amber Westerman may lack the power to fly, but as CEO of hip downtown boutique Pop Deluxe, she’s swooped onto the retail scene with a style all her own and a successful business that reflects her quirky character.
Savvy entrepreneur by day, Westerman plays supermom by night. When not squeezing in yoga at 1 a.m. or jet-setting to search for goods to stock her boutique, she’s a devoted wife and mother of two young boys in Madison.
And in the ultimate showdown — comic book spandex body suits versus a funky wardrobe and rockin’ tattoos — we’re convinced Westerman’s panache takes the cake.
The following are exclusive interview questions with Westerman, only found at bravamagazine.com!
brava: You live in Madison now, correct?
Amber Westerman: I’ve called Madison “home” for 10 years now. I originally moved here to buy our first boutique from a previous employer called The Cat’s Meow. I was 24 years old and still playing in indie rock bands, so owning an alternative clothing and lifestyle shop was a good fit. I supported myself while going to school and also managing The Cat’s Meow’s sister shop in Ann Arbor, Michigan. It was a very natural progression to buy it and work for myself.
brava: Tell us a bit about the history of Pop Deluxe and how it came to be.
AW: My husband, John, and I opened Pop Deluxe five years ago after realizing that our passion for good design and cool stuff was not being fully explored at our clothing store. John came up with the concept. We collaborated on the project from there and found our space on State Street. We knew immediately it was perfect for us and to this day, absolutely love being downtown with its mix of independent stores, cafés and restaurants. From the moment we opened the doors, the store has been packed with customers. I love the fact that we can meet people from all over the world with similar interests and taste.
brava: And your hobbies?
AW: Spending time with my family is definitely my highest priority. I also spend a lot of time absorbing the world around me: magazines, Web sites, catalogs, television, films, nature … I love design and seem to find it alive and doing well everywhere!
brava: What new and interesting products can readers expect from Pop Deluxe in the future?
AW: I could use a million more square feet to showcase all the stuff that’s arriving daily. There’s lots of cute Japanese items, stylish and eco-friendly finds (green is the new black, my friends!), a line of amazing watches from France, great pop culture book titles, clever notepads for staying organized and stylish ways to carry and protect your personal electronics. I also bought a ton of goods for our newly opened card and paper shop on the second floor.
brava: Tell us how your signature “look” has evolved throughout your career in retail.
AW: When I was younger, I went for a wilder look. I would dye my hair every color in the rainbow and wear lots of vintage clothing. I still love thrift but with a very active, young family, a busy business and a Web site to maintain, I find that these days, I don’t have the time to dig for style scores!
Also, now that I’m older, my tastes have changed … the hair stays blonde. My wardrobe is more comfortable and refined. My personal motto is “Stay out of the juniors section if you’re over 25.” If you would have worn it in high school, it’s probably something you should avoid.
brava: What are your trend turn-off’s?
AW: The baby doll style tops with the tie back. After being forced to wear maternity clothing, I don’t ever want someone to wonder if I’m expecting when I’m not!
And, flip-flops on every occasion. I think people should wear real shoes, unless they’re at the pool or beach.
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