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Stay-at-home mom opens online boutique

Susan Moss of Fredericksburg, the mother of two young children, has started an online clothing boutique called Virginia Hill.

A Fredericksburg woman’s experience shopping for clothes alongside two young children led her to start a clothing boutique out of her downtown home.

Susan Moss loves fashion but doesn’t have much fun dragging her children, ages 2 and 4, around stores with strollers in tow. So she started doing most of her shopping online.

After a while, Moss became convinced she could sell women’s clothing online just as well as the companies from which she was buying. In February, she launched Virginia Hill, which sells an array of women’s clothing including products made by Everly, Ark & Co., Very J and Hello! Miss.

Moss works on the business before her children get up and after they go to bed, as well as during their naps. She keeps the clothing at her downtown home, and local customers pick it up there. She offers free shipping for orders over $75.

Moss has marketed Virginia Hill through social media, word of mouth and trunk shows. She focuses on trendy and colorful clothes that are also practical and affordable. She tries to avoid offering clothing lines that local boutiques sell so they won’t compete with each other.

Moss is from Alabama and attended Auburn University, where she lived in a dorm called “The Hill.” Her husband, John, is from Fredericksburg, and Moss now considers Virginia her adopted home. Virginia’s flower, the dogwood, is on the company’s logo.

Virginia Hill is part of a trend in which new clothing companies operate online-only rather than opening bricks-and-mortar locations. That cost savings allows them to be more competitive on prices.


Bill Freehling: 540/374-5405



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