We sat down for a Q&A with Tracy, owner of  Further Down the Rabbit Hole (FDTRH), a women's boutique in Historic Downtown Buford for our next Local Love feature. FDTRH carries limited quantities of specialty handpicked items and handcrafted jewelry from local vendors. Since opening in 2014, Further Down the Rabbit Hole has been transformed from a friendly antique shop to a boho-chic eclectic boutique. This is why Further Down the Rabbit Hole is known for having the best boutique selection and an incredibly unique sense of style. Ask about their events, they sometimes have ladies' nights! 

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Q: How did your business get started?

A: "I started my business in 2014 after 30+ years in the retail sector. I started at the local antique mall then after 2 years of doing that I decided to open up my own shop with my mother helping out. I started with antiques first then grew to a women’s boutique since that’s where my experience was and I love clothes!"

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Q: What struggles have you faced?

A: "The biggest struggle was having to close my business down for a few months in 2020 due to the COVID outbreak. When we were closed we had to start selling live on Facebook and Instagram. We made it thru because of our awesome clientele. If it was not for them our business would not be open today."


Q: What advice would you give to others wanting to start their own business?

A: "Experience, experience, experience in whatever business your opening. I was in the clothing business for 30+ years, so I had a lot of experience in running a women’s apparel business. I also worked at my full job and my mother helped me run the boutique until I felt 100% confident that I could leave my full-time job to run my own business. It was one of the best decisions I ever made."


Q: What is your favorite part about your job? what is the hardest part?

A: "Working with the customers in the boutique. Helping them find the perfect outfit is my favorite. The hardest part is steaming all of the clothes and not keeping everything we sell." 

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Q: What goals do you have for Further Down the Rabbit Hole?

A: "Just to continue to grow my business and hopefully open a second location within a few years."

Be sure to stop by next time you are in Buford. 

Explore Gwinnett continues to make an effort to promote local minority-owned, LGBTQ, and women-owned businesses. To support this initiative, we are writing blogs focusing on owners and telling their stories. Click here to read more Local Love stories.