Shop Local + Affordable: Wild Heart in Edwards
Kiersten Stoveken in a cozy, color block, knit turtleneck sweater and suede rancher hat.
Stoveken in a white knit crop tee, high waisted “mom jeans,” Sherpa jacket and double layered matte gold necklace.
This season, add fun color block sweaters, high waisted pants and two piece sets to your closet!
Kiersten Stoveken’s mother, Beverly, owned and operated a successful women’s clothing and accessory store for more than 20 years. You could say buying, merchandising and managing retail is in her family’s blood.
Inspired by her love of affordable, high-quality clothing, Stoveken opened a store of her own in March 2017 called Wild Heart, located in Edwards, Colorado.
“When moving to Vail almost nine years ago, I immediately noticed the need for cute, yet affordable clothing for locals to shop at without having to drive 30-plus miles out of town,” she says. “I knew at that moment that the Vail Valley would be the perfect niche for my store.”
Stoveken was born and raised in California, but she grew up frequently visiting the Vail Valley and made the move in January 2012. Today she lives in Eagle with her husband, daughter and golden retriever.
Initially, Stoveken’s focus was to bring trendy clothing and accessories to the Vail Valley, but soon she realized how essential it was for shopping to also not break the bank.
“At Wild Heart, we receive new shipments weekly and have daily fresh new styles at an affordable price point — and we’re serious, it’s affordable! We receive a limited quantity of each style and once it’s gone, it’s gone, as inventory is constantly changing so that there’s always something new and fresh when walking into the store,” she says.
A customer can walk into Wild Heart on a Monday and by that Friday tons of new merchandise will be out within that same week.
Her store’s style is meant for all walks of life. Following her mother’s lineage, Stoveken wanted a grandmother to be able to walk into the store with her daughter and granddaughter and have everyone be able to find something, whether it be a scarf, earrings, blouse or dress.
RETAIL RESILIENCE
Wild Heart followed other local businesses early-on in the pandemic by closing their doors for a total of two months for the safety of customers, employees and the community.
“The closure gave me the ability to focus on being more creative on our social media platforms and start selling from our Instagram stories,” Stoveken explains. Every day she posts new arrivals on Instagram stories, which allows for followers to message the store and order.
“This kept both local and out of town customers engaged through a very uneasy time. This model proved successful enough that we still offer this shopping experience today,” she says. “In trying times, small businesses must try new avenues to stay afloat.”
Supporting local businesses is more crucial than ever before. Stoveken emphasizes the importance of shopping local to circulate money and steady jobs in the community.
Photos courtesy of Wild Heart
Originally published in the Winter 2020-21 issue of Spoke+Blossom.