Meet Sarah Whitt | Owner + Curator: House of 423

We had the good fortune of connecting with Sarah Whitt and we’ve shared our conversation below.

Hi Sarah, we’d love to hear more about how you thought about starting your own business?
After exiting Corporate America to be a stay-at-home mom, my world was turned upside down by divorce. Initially my goal was a medical sales position for Mayo Healthcare, but the world had different plans for me. I applied for 4 different roles, making it to the final interview with each position and not getting any of the jobs. I had mixed feelings about getting back into sales: the pro’s were great with amazing pay + benefits, but the cons of traveling as a new 100% solo parent didn’t seem worth it. Looking back, my heart wasn’t fully in it and I was trying to appease my parents. Before, during and after my interviews with Mayo, I was approached by a local brick + mortar owner to bring in my own curated line of clothing. I turned down her offer numerous times and then decided I was going to go for it! Switching career paths at 41 was never how I envisioned my life to play out, but it was the best decision not only for my happiness, but more importantly showing my daughter anything is possible!

Alright, so let’s move onto what keeps you busy professionally?
Less than 2 weeks before the world shut down from COVID, I launched House of 423 in a local boutique. This was my only stream of income and I had to pivot in order to provide for my daughter and I. As businesses stayed closed, I studied social media and quickly learned that inventory try-ons, while describing fit, fabric and styling options was my path to sales. I turned my front room into a tiny boutique and began hosting private shopping parties out of my home. After businesses opened back up, I continued to offer and market my private parties, which is how many learned about House of 423.

About 8 months after creating my brand, I was approached to open a brick + mortar. When I first opened my shop, I didn’t have storefront windows for displays and there was a baby shop directly in front of me with an entry way from her shop to mine. Within 6 months I was ready for a larger space and a few days after telling my marketing coach I was ready for a storefront, the opportunity presented itself! I took over the front space, now have the storefront windows and the exposure on a busy downtown street. Although my space in under 1,000 sq. ft, I give the cozy feeling of home that customers love and because the space is so small, I truly get to know them. Not only have I grown a loyal customer base, I’ve made some lifelong best friends. 2022 was a huge year for me and House of 423. I was named Batavia Mainstreet (business) Rookie of the Year, Best Woman’s Boutique in Kane County, won a business consulting scholarship from the Fox Valley Entrepreneurship Center to help grow House of 423 and was featured on WGN Morning News on Small Business Saturday!

I never use to consider styling someone an art until creating House of 423. Now, when I hear my suggesting while styling clients, I understand this truly is an art form and skill in which many clients are uneducated in. I love when clients respond saying they never knew the rule of thirds in fashion or that they should always accentuate the smallest part of their waist. So much of my fashion knowledge is innate, however I did and still do a lot of research on body types, fabrics and fit. House of 423 has become know for our try-ons on social media, especially with our same outfit – different body type editions.

Fitting women in jeans is hands down my favorite thing! I know trying jeans on can unfortunately make or break anyone’s mood, so I always tell the client not to look at any sizes or styles and just trust the process. House of 423 has become known for our jeans, which were our top seller in 2022. In the most humble way, I consider myself a jean connoisseur!

Customer reviews mean everything to me! Words of confirmation from customers stating they feel like they’re treated as the most important customer or family is beyond fulfilling and I hope this becomes my shops legacy. Giving back is also a top priority, even tho I don’t have much to give. Last year we donated 20% of private shopping event sales and proudly gifted a little over $3K to local non-profits.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Besides my love for fashion, I’m obsessed with yummy coffee, food and wine. Luckily, my bestie Susie from Denver feels the same! Here’s our obsessions when she visits!

Society 57, in the heart of downtown Aurora, is always a must visit, sometimes more than once! With a stunning urban vibe, Society 57 offers coffees from locally loved roasters, as well as unique roasters from around the country, while the pastries are made by an Aurora bakery. All is made from the nicest baristas around. My go-to is an oatmilk vanilla latte, but I ditch that for the basil oatmilk latte when available. Susie and I randomly text about the basil oatmilk latte, it’s beyond memorable. You cannot go wrong with the bakery options; especially the avocado toasts, or my favorite, The Breakfast Sandwich. The urban atmosphere, along with the well chosen playlists in the background are added extras to this gem of a coffee shop.

After spending an entire day dilly dallying thru the shops of historic downtown Geneva, we have a couple staple spots we frequent on her yearly tip. We love Preservation for their wine and homemade cuisine. Sharable plates allow us to try all the goodies! I highly recommend the wild mushroom tart and the brioche grilled cheese, while drinking some of the best wine around. The cozy indoor seating is perfect for a chiller atmosphere, while the huge outdoor patio is ever so charming, has heaters to offset the crazy midwest winter temps and bonus – live music!

Other foodie musts are Niche Restaurant and Bien Trucha, also in downtown Geneva. Niche was named one of the best hidden gems in Illinois…need I say more! The creative food menu changes seasonally and they’re nationally recognized for their wine list. If wine isn’t your thang, the selection of whiskey is massive. House made cotton candy is the best way to finish the night!

Another day would be set aside for a massive lunch at Bien Trucha. I typically take every out-of-towner here for a meal. When I first took Susie, we ate so much we felt sick. Susie, who I consider a true food connoisseur, still confidently says they have the best street style tacos in all the land! My order always includes one of their signature cocktails, chips + guac, elote dip and the Bien Trucha tacos.

I still love a good overnight hotel stay in Downtown Chicago, making the most of hitting up all the new hip restaurants and bars. If eating, drinking or shopping are not an option, The Art Institute of Chicago would be my go to.

Who else deserves some credit and recognition?
There’s two ladies who have helped me navigate starting House of 423, and I wouldn’t be where I am without them! Shannon Gutierrez, owner of Wyckwood House, graciously asked me more than once to curate a line for her brick + mortar. She has cheered me on since launching House of 423 in her shop and is still one of my biggest cheerleaders and mentors since departing to open my own space. Her passion for supporting other women owned businesses is one of kind and means the world to me.

Within the first few months of launching House of 423, I decided to invest in a local marketing coach: Miranda Rodriguez, owner of Marketing for the Uninhibited. I was terrified of the price tag and didn’t know how I could afford her, but I pulled the trigger and became a client. I can honestly say this was the best investment for House of 423! Not only was she my business therapist, she gave me the tools and confidence to grow my brand and business.

Lastly, my sister Mary Naylor (who is my only employee) and my best friend Susie Keeley, have believed in me since day one. They encourage me when I’m feeling defeated and truly celebrate the awards and accolades I’ve received since opening in 2021.

Website: houseof423.com

Instagram: house.of.423

Linkedin: Sarah Whitt

Facebook: https://www.facebook.com/house.of.423

Image Credits
Amy Nelson (Amy Nelson Photography) + Lindsay Gierke (Lifestyle Content by LG)