How June Adel Built a Profitable Boutique by Doing Less, Better
Audrey Herring started June Adel to create a size-inclusive fashion destination where quality and customer care come first. In this interview, she shares how dropping the hustle-and-chase mindset – and focusing on what already works – transformed her profitability and customer loyalty.
In this edition of the Ecommerce Authority Playbooks series, we dive into how
June Adel grows, retains customers, and prepares for the future of search in 2025 and beyond.
The interview
1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?
Audrey Herring: I started my boutique because I’ve always loved fashion and wanted to offer a beautiful selection of styles all in one place. I wanted to create a place where women of all sizes could find trendy, well-made styles that actually feel good to wear. I’m very intentional about fit, quality, and customer care. I love offering comfortable styles you can wear all day and still get compliments everywhere you go.
2. Since launch, what have been the 1–2 real turning points for your brand-specific decisions, pivots, or experiments that noticeably changed your growth or profitability-and what did you learn from them?
Audrey Herring: One of the biggest turning points for us was realizing that growth came from leaning into what was already working instead of constantly trying new things. We focused on the brands and styles our customers consistently loved and made sure we carried strong selections in those, rather than spreading ourselves too thin. That shift improved both sell-through and profitability. The biggest lesson was that focus and consistency matter more than variety, and doing fewer things better creates better results.
3. Which 2-3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?
Audrey Herring: Paid social, email, and our mobile app drive most of our sales. Paid ads work best when they’re simple and product-focused, not overproduced. Email and push notifications perform really well when we’re consistent and clear, new arrivals, restocks, or limited time offers. In boutique retail, consistency and visibility matter most.
4. How are you thinking about search in 2025 – Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?
Audrey Herring: I’m thinking less about chasing keywords and more about being very clear and helpful in how we describe our products and brand. Clear product descriptions, honest fit notes, and strong brand storytelling matter more than ever. As AI search grows, I think brands that are authentic, specific, and consistent will win.
5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?
Audrey Herring: We focus heavily on the customer experience, fast shipping, easy returns, honest communication, and making customers feel appreciated. We also stay top of mind through emails, app notifications, and social media so they don’t forget us. When customers feel taken care of and know what to expect, they come back on their own.
6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months – and what would you stop doing entirely?
Audrey Herring: I’d double down on paid traffic that’s already converting, email and SMS consistency, and understanding your numbers weekly. I’d stop over-ordering inventory, chasing every trend, and constantly switching strategies out of impatience. Focus beats variety every time.
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