Faye Wetzel

Bravo! Entrepreneur: Award Winners

Last updated on October 17th, 2023 at 03:17 pm

Faye Wetzel

Founder and CEO, Faye’s



Employees: 20

Faye Wetzel has been in the retail business for 27 years, and in a time when many retail stores are struggling to win over customers from their online counterparts, Faye’s boutique had its most successful year ever in 2017.

For Wetzel, the success stems from marketing.

Prior to opening Faye’s in 1991, Wetzel was an executive vice president at a marketing and advertising firm in Milwaukee.

She welcomes industry changes and thrives on the challenge those changes present for a business owner.

Wetzel started her business after being frustrated with shopping choices in Milwaukee. She founded the company with the goal of providing “distinct and surprising” fashion to girls and women in the city.

Under Wetzel’s direction, buyers from the store regularly attend markets in New York, Chicago, Dallas, Los Angeles and Las Vegas to ensure new looks and the best in fashion are available at the store.

The internet remains the store’s biggest competitor, but exceptional customer service and relationships with clients keep Faye’s above the fray, Wetzel said.

“Knowledge of the Milwaukee lifestyle and building relationships with our clients are what set us apart,” she said. “We understand that being comfortable and confident in what we wear has a lot to do with our level of self-confidence as women.”

Wetzel has been instrumental in leading Milwaukee’s “local” movement.

“Our ‘be loyal, shop local’ campaign resonates far beyond the walls of our two stores,” Wetzel said. “We have been very inclusive, encouraging the community to shop ALL local businesses.”

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