No one could ever accuse Leah Wise of being your typical entrepreneur. The lawyer, real estate maven, and fashion boutique owner has always had a multitude of interests and projects going at once, dating back to her time in college when she worked for a state senator, which led her to an interest in the law. It was then that she learned she could truly have a great impact on the world around her.
Since starting the only Latina-owned personal injury law firm in South Texas staffed completely by women, Wise has been showing other female entrepreneurs how it’s done. Now, as she turns a former Texas strip club into her new multifaceted headquarters, Wise is proving that sometimes, branching out into a brick-and-mortar location is just the glow-up a business needs to conquer the competition and make a mark on the world.
From top contemporary online shop to brick-and-mortar store
In addition to opening a law firm and delving into real estate, Wise started CrashGal Couture, a carefully curated women’s clothing boutique, because she loved modern fashion and wanted to empower everyday women to express themselves with boutique styles at an affordable price. The brand began online, like many fashion brands, and quickly gained traction among fashion-forward professional women.
Bolstered by Wise’s social media engagement and her reputation as a leader in the female empowerment movement, CrashGal was soon wildly popular. A move to a brick-and-mortar location to complement the e-commerce business made sense.
In March of 2023, Wise closed on the former Xoticas Strip Club, and the transformation of the location from a strip club to a place where women can go for empowerment, professional fashion, as well as legal services from a completely female-led law firm is part of the story of which Wise is most proud.
“I want to do something that mostly men have done for so long. Whether you’re a lawyer, whether you’re a dancer, whether you’re a doctor, there’s always going to be people, especially men, who are going to try and thwart your success,” Wise told Valley Central 23 News. “I hope that my story is inspirational and reflects that women, especially minority women, can do anything that men can do.”
Shop the curated collection at a physical location
With online businesses thriving, it can be challenging to determine whether moving to a brick-and-mortar location is the right move. Wise knew that her strong online presence and the quick scaling of her businesses were pointing her in that direction. However, it wasn’t a decision that came about overnight. Business owners must be strategic when deciding to relocate to a new location.
Businesses with a strong online customer base that have built customer loyalty are more likely to thrive in a brick-and-mortar location. A rapidly growing online business, such as the one Wise had with CrashGal, indicates a strong product-market fit that will likely follow the business into an in-store space. Wise was able to demonstrate through online engagement that her carefully curated and classic items cater to a variety of lifestyles. New arrivals, such as dresses and accessories, along with exclusive offers for frequent shoppers, kept people coming back for more.
Wise also kept her strong community engagement going as she moved to her new space. Having been involved in several philanthropic and community support projects, Wise had already made a name for herself in South Texas. She was able to leverage this name recognition into support for her brick-and-mortar move.
With so many different, seemingly unrelated businesses, Wise did run the risk of confusing her market. However, with the purchase of the former strip club space, Wise has created a location that allows an immersive experience in all of the projects that empower women and minorities. Her law firm, real estate ventures, working space, support projects, and the boutique all share a common thread of empowerment, which makes perfect sense when combined in one functional space.
The physical location also helps Wise’s businesses in a logistical sense. Order pickups, exchanges, face-to-face customer interactions, as well as in-depth client consultations with her law firm, are all easier with her in-person location.
Passion, independent thinking, and sustainable and timeless business sensibility
Wise is used to following her passions wherever they may lead her. It’s how she’s built a successful law practice, how she empowers women and minorities through her Wise Women Foundation and various philanthropic ventures, and it’s how she’s created a wildly successful boutique fashion business. She’s made it all look effortless as she has elevated her passions to sustainable projects.
Brick-and-mortar businesses are more likely to thrive if they are backed by passion from the owner. When business owners can thoughtfully assess the local demand for their products or services, leverage online brand momentum, diversify their revenue streams, and stay true to the passion that drove them to start their business in the first place, they will likely make a brick-and-mortar location a success.