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Standing tall on a street surrounded by shuttered doors, the boutique is meticulously remodeled and filled with hand-picked clothing items, locally made soaps and Christi’s hair salon.

At the 18th NWA Boutique Show, shoppers will have a lot to choose from, said Julie Smith, social media manager.

Across town at Pum Bum Society, another women’s boutique opened in 2013 by Alma Wolverton, social media and online advertising also plays a large role in the business’ strategy. “Whether it be ...