Meet Ashley Villa | Entrepreneur, Imperative Shop Founder

We had the good fortune of connecting with Ashley Villa and we’ve shared our conversation below.

Hi Ashley, we’d love to hear more about how you thought about starting your own business?
My thought process behind starting Imperative Shop stemmed from a desire to offer good quality clothing that is accessible to most people. Growing up with a single mother, I always had a love for fashion, but many of the items I wanted were out of reach due to their high price. I often found myself shopping the clearance sections because I couldn’t afford what boutiques had to offer. I noticed that many boutiques priced out people like me, pushing them to shop at larger department stores. So, I wanted to create a boutique where people could enjoy fashionable, high-quality items without breaking the bank.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My journey has been quite unexpected, but looking back, everything seems to make sense now. I’ve always seen myself as a creative, and for a long time, I thought I’d pursue a career in education, working with children. I was born and raised in NYC, and during college, I took on nanny gigs through Care.com. One day in 2015, I received a message through the platform asking if I could work at a fashion trade show at the Javits Center. It seemed like an odd request for a nanny gig, but I accepted. That experience turned out to be life-changing. I learned quickly, helped with setup, sales, and breakdown, and by the end of the show, I was offered a position as a showroom manager. It was completely unexpected, but I accepted and stayed in the role for a few months before moving to North Carolina.

Fast forward a couple of years, after the pandemic I decided to start Imperative Shop. My online boutique. I realized that my time as a showroom manager gave me the exact tools I needed to source quality products and run a business. Fashion has always been something I loved, but I never imagined it could be a career. For a while, I was pursuing a degree in education, but it seems like life—and maybe even fate—put me on the right path.

Starting a boutique has not been easy. I operate as a pop-up shop, traveling to different cities and setting up a small space to showcase my inventory. My first year doing markets was especially tough. I was waitlisted for bigger markets near me, which forced me to drive 1.5+ hours to smaller events where I wouldn’t always break even. With the support and encouragement of my boyfriend, I stuck with it. After some time, I finally got into the right markets, and I’ve been able to build a loyal community.

One of the biggest lessons I’ve learned is that location matters. Being in the wrong place with the wrong audience can really affect your sales, and you have to be willing to adapt and keep pushing forward. I want people to know that nothing worth having comes easy, but with perseverance and determination, you can go far. It has taken 2.5 years to start seeing real growth, but I’m excited for what’s to come

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If I had a best friend visiting Raleigh for a week, I’d plan an exciting mix of local food, art, outdoor activities, and some unique experiences. Here’s how the itinerary might look:

**Day 1:**
Start with breakfast at *Boulted Bread*, a cozy spot known for its artisanal baked goods, like their signature Morning Bun. Then head to *North Carolina Museum of Art*, which boasts an impressive collection, from ancient artifacts to contemporary pieces, and also has beautiful outdoor trails with sculptures. For dinner, grab some classic Southern comfort food at *Poole’s Diner*—their mac and cheese is a must-try.

**Day 2:**
Spend the morning exploring *Pullen Park*, one of the world’s oldest amusement parks, where you can ride a historic carousel or take a boat out on the lake. For lunch, stop by *The Pit* for some of the best North Carolina BBQ around. Finish the day with a craft beer crawl along the *Raleigh Beer Trail*, hitting breweries like *Crank Arm Brewing*.

**Day 3:**
Start with a walk through *Dorothea Dix Park*, a massive green space with beautiful views of downtown. Then head to *Morgan Street Food Hall* or *Transfer Co. Food Hall* for lunch, where you’ll find tons of food vendors offering everything from sushi to tacos . In the evening, catch a live show at *Theatre in the Park* or see what’s playing at *Duke Energy Center for the Performing Arts*.

**Day 4:**
Take a day trip to *Falls Lake* or hike a section of the *Mountains-to-Sea Trail* for some outdoor adventure. Return to Raleigh for dinner at *Stanbury*, where you’ll enjoy creative, seasonal dishes

**Day 5:**
Spend some time at *Marbles Kids Museum* if you’re traveling with little ones, or if you love interactive experiences. In the afternoon, visit the *James B. Hunt Library* at NC State for an inspiring look at cutting-edge technology and architecture. End with a cocktail at *The Parlor* at *Heights House Hotel*, a beautifully restored mansion.

This itinerary mixes culture, food, and a bit of adventure—perfect for showing off the best of Raleigh!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My shoutout goes to a lot of people who have played key roles in my journey. First, I want to thank my mother. I also want to recognize my boyfriend, who has been a big inspiration and support system for me. Beyond that, it really took a village—I’ve been fortunate to have incredible teachers, mentors, and supporters who have guided me and encouraged me along the way. This success isn’t just mine, it’s a reflection of everyone who has believed in me and helped me grow.

Website: https://imperativeshop.com

Instagram: imperativeshop_

Other: I also added a charm bar to the boutique Pines and Charms ! on instagram Pinesandcharms