On an Impulse

At the age of 20, Caitlin Cunningham received an unorthodox present from her parents — her own shop in Collierville.

The former business management sophomore decided to take time away from school when she realized running the clothing store, Impulse Boutique, was more work than she anticipated.

"When they told me, I cried. I couldn't believe it. I wasn't expecting it before I graduated and I was nervous," Caitlin said.

She said she still gets nervous and a bit overwhelmed with her duties as owner and manager, but is extremely thankful for what she calls "a learning experience."

"I didn't know that so many things went into running a business," she said. "I had to get permits, licenses, and there was so much paper work."

She spends about 10 hours a day in the boutique, located in Suite 103 of 2130 West Poplar Ave.

After almost 25 business names, she decided on the "perfect" one for the shop.

"I've always been an impulse buyer, so I thought it was a perfect name for my store. I still have clothes in my closet with tags on them because I just buy things on an impulse. I also think the name draws people in and promotes them to shop impulsively, so the name in itself is beneficial."

 Joanie Cunningham, Caitlin's mother, said she and her husband decided to give Caitlin the store on Mother's Day. She said she doesn't make a habit of giving her children gifts on Mother's Day, but it was "so special" that she made an exception.

"When I walk in the store every day I feel proud, and it is breathtaking to see her run this store the way she has," Joanie said. "She has done a wonderful job, sacrificed so much and never complained."

By giving Caitlin the store, something that's always been a dream of hers, Joanie was able to spend more time with her daughter, she said.

Caitlin got started in retail four years ago when she said she needed a job to occupy her time and earn extra money until she graduated from college, but it sparked her interest in building a brand.

"The more hours I put in, I realized that this is something I have a knack for and this was my dream," she said.

Besides herself and her mother, Caitlyn employs two U of M students. She said she chose two of her friends because of their sense of style and will ability to bring in clients due to one's involvement in a sorority and because the other being a former U of M cheerleader.

Kara Young, junior education major and Impulse employee, said Caitlin inspires her.

"I met her when I first came to college, I knew this was always her dream," Young said. "I am really glad to come and work for her."

Caitlin sometimes uses the store for philanthropy projects that raise funds for various causes.

"Impulse is all about giving back," she said. "In one day we raised $10,000 for my little three-year-old cousin to be able to go and have pins put in her legs so she can hopefully walk one day."

Impulse offers complimentary gift wrapping for their items that range from casual to formal clothing, accessories, and gifts specialty items.

"People can come in here and see stuff that they won't see across the street or at the mall," she said. "I don't do a lot of reordering, so it is very much a specialty store."

Caitlin plans on opening another boutique in Nashville, but said she won't do that until she has finished earning her degree. She said she will resume classes at The U of M in the fall.

"I think there is a lot I don't know that I could learn to better in my business, and my business will change as I learn," she said.