Tell us who you are and what you do.
Hi! I’m Holli Nygren and I recently opened Belle of the Boulevard, A Mobile
Fashion Boutique in Jacksonville, FL.
Where did your idea for a fashion truck come from?
I first heard of a “fashion truck” while traveling for work. It’s
pretty popular on the West Coast and the first truck that I ever saw was in LA.
Once I saw it, I knew I wanted to open my own. I have always wanted to open
my own Boutique, but it’s quite a risk to take. Jax had been experiencing a
huge boom in the food truck industry and I thought that the time was right
for a new Mobile business. I have a background in retail, which allowed me
to use my knowledge that I had acquired over the years to make this a
reality. I’ve worked in several buying offices from NY to Jax, and also on
the design and manufacturing sides. I took that knowledge and my savings
and started on my journey to opening Belle.
What kinds of things can people find on Belle of the Boulevard?
I carry new, unique and on-trend ladies apparel and accessories. I
hand-pick every item on the truck and strive to make sure that each item is
special and unique. I don’t want to it be something that you can find just
anywhere. Price is also really important to me. I want you to fall in love
with the item (like I have!) and then be happy when you check the price
tag. As of right now, I don’t have anything in Belle over $79. Most items
are under $50.
Where do the clothes and accessories come from? Do you make them or work
with a designer?
I travel to fashion markets to shop a wide range of product lines and pick
my favorite styles. I shop the lines and buy the styles that I think you’ll
love. I just recently returned from LA Fashion Market where I found the
cutest line based out of London. It was my favorite find of the trip!
Walk us through how shopping on Belle of the Boulevard works.
Like any other store, you walk in and shop! You walk up a ramp through the
back doors of the truck. I usually have music playing (sometimes a DJ for
special events). I also have a pretty roomy dressing room on board with
vanity lighting and a full length mirror. My register is set up at the
front of the truck, where you can check out once you’ve chosen the
merchandise that you want. I accept only credit/debit cards, as I don’t
like to carry cash on board, so the whole process is pretty simple.
Can people try things on?
Yes! I have quite a roomy dressing room that people can try things on in.
What has been the most surprising thing about running a fashion truck?
For me, it just felt so natural. I remember thinking after my first weekend
that it felt like I had been doing it forever. It’s the first time that
I’ve ever worked and felt so confident and happy in what I was doing. It’s
like I was doing what I was meant to do; cheesy, I know, but that’s how I
feel! I still pinch myself sometimes because I can’t believe that I did
this. It’s not like me to take a risk, but I am so happy that I did. I
can’t wait to see where this road will take me.
What is your favorite part of what you do?
I love meeting so many new people. And I love how open people are when they
come in to shop. I even have a few “regular” customers after just 2
months of being open! I love to hear that people like the styles that I’ve chosen
and encourage me to open a brick and mortar. The response from people has
just been amazing!
What has the response been in Jax?
I think it’s been great! I’ve been blessed to meet a couple of key people
who have really helped me get my foot in the door. It’s amazed me to see
how people are willing to help out a complete stranger just because they
can see and share the same passion. I think Jax is changing and for the
better. I’ve run into some unexpected road blocks, but I know that over
time, more and more people will open their minds to the growing
entrepreneurship of the city. I’m hopeful that I can be a part of the
Do you have areas or locations you frequent? How can people find you?
The best way to find me is to check out my Facebook page (facebook.com/BelleBlvd) or Instagram (@BelleBlvd) to find out where I’ll be next. Most Saturday’s you can find me in the Academy Sports parking lot on Atlantic & Kernan from 11am-2pm along with The Happy Grilled Cheese (a great friend and supporter of Belle!) I’m also at the Downtown Art Walk on the 1st Wednesday of each month, as well as the new Jaxon Night Market on the 3rd Thursday. I have many other events in between, so it’s best to
check out my social media platforms.
Anything else we should know?
I wouldn’t be where I am now without the help and support of my friends and
family. My Dad is a huge help and I couldn’t have done this without him. My
fiancé Ryan supports and helps me every day. My two “besties” Jessica
and Aubrey help me out at almost every pop-up. I don’t know how I could do it
without them. They know how to run it better than me sometimes! There are a
lot of other people who have helped me make this dream a reality. I’m just
so thankful and feel so blessed to get this opportunity!
Where’s your favorite place to go or thing to do that’s flying under the
radar in Jacksonville?
Jax is changing so much and it seems like there is always something going
on, which I love! My favorite thing to do is go to the beach, but that’s
not really “under the radar”…
What’s been on my mind quite a bit lately is the event that my fiancé runs
called GAAM “Games Art & Music”. The next event is on July 12th and will be
the fourth event in two years. It’s an event focused around the video
gaming industry and how games are the meeting of art and technology.
Artwork is donated from famous artists from all around the world, which is
then auctioned off for charity. There is a large focus on “indie
designers” to allow them a platform to display the games that they’ve designed for a larger audience. The event also has food trucks, free beer (donated by
local breweries in Jax), live music, DJs and walk-in art installations
centered around a main theme of the event. I myself do not play video
games, but it’s a really cool event that brings elements together from a
wide range of interests and is a way to make video games a social and
engaging event. It’s a lot of fun and shouldn’t be missed!