Ever since she studied merchandising and design in college, Karen Eldridge had a goal to open her own women’s clothing store. In 2005, that dream became a reality when she opened the doors of Isabella at 61 Albany St. in Cazenovia.

That grand opening was 10 years ago this month, and during that time Isabella has remained in the same location, selling its unique, quality items with a smile.

And the business is still going strong.

“We had a vision [in 2005] and certainly we have evolved from that,” Eldridge said. “Styles change, customers tell you want they want, but we have stayed the same by always having a focus on good customer service and being a friendly boutique.”

Karen and David Eldridge have lived in Cazenovia for decades and raised their children here. David worked as a dentist while Karen was a homemaker and helped him with his business. After David’s retirement, Karen said, they were sitting on Cape Cod and David asked her what she wanted to do now.

“I said I know exactly; I want to open my own women’s clothing store,” she said. “He said, ‘Then let’s do it,’ and we did; and now we’re in business 10 years.”

Karen had been involved in retail all during her high school and college days, and graduated with a degree in merchandising and design. She went on to be an assistant buyer as she went through the executive training course at Dey Brothers in Syracuse.

The philosophy behind Isabella, in 2005 and still today, was to sell the latest styles and brands, but to offer items that customers cannot find in department stores or discounters, Karen said. “I’m not going to buy a brand I know my customers can walk into a Marshall’s and find,” she said.

She attends vendor shows in major cities such as New York, Boston and Atlanta to find a “broader spectrum” of goods than are available at smaller venues, she said.

Isabella carries a variety of clothing from an array of designers, including David Kahn, Molly B, Curio and Muse. For accessories, they carry everything from scarves to belts to jewelry, from designers such as Shirleah, Hanky Panky, Eric Michael shoes and Wanda Webb.

And while offering unique and trendy products and designers is essential, to be in business for 10 years takes more than what’s on the shelves, Karen said.

“You have to have a good business plan and also be realistic — be able to change and be flexible in order to sustain yourself,” she said. She watches the trends in the economy, in the major retail stores and in the popular clothing and accessory styles.

“We’re a mom and pop shop that functions as a retail store,” she said.

But most important to Eldridge is to have a store with a friendly and open atmosphere that is inviting to customers. “This is what keeps you in business — it’s your reputation and your repeat customers. Really good customer service is the key,” she said.

And Isabella has a faithful following, she said, with customers in Wales, U.K., New York, Boston, Washington and Philadelphia who tell Eldridge they always stop at Isabella in Cazenovia when they are traveling through Central New York.

After a decade in business, the future for Isabella is to continue on the successful path it has already forged, Eldridge said.

“I never want to stay the same; we’ll continue to evolve as fashion evolves,” she said.

Isabella will continue to offer fashionable and unique items in styles and prices appropriate for Cazenovia; and it will continue its tradition of friendly customer service,” she said.

After 10 years on Albany Street, Eldridge said she is still eager to go to work each morning.

“I still feel excitement for what I do. It’s a challenge every day you unlock the door — you never know what will present itself to you,” she said.

Isabella, located at 61 Albany St., is open seven days a week from April through September. For more information, visit isabellacazenovia.com or call the store at 655-4459.

Jason Emerson is editor of the Cazenovia Republican. He can be reached at [email protected].