Altatudes owner, Alta Y. Alexander, answers a few questions about her store, her journey and shares some sage ‘tude’ advice.
Tell us a little about Altatudes.
Altatudes, located in the heart of historic East Austin near 12th and Chicon, features high-end women’s apparel and accessories from over 25 labels. I have carefully curated my boutique with special items that oftentimes are carried exclusively in Austin at Altatudes. I also offer a limited selection, up to four of each piece, ensuring customers will be adding something unique to their wardrobe.
Altatudes opened doors in September 2017 and I purposefully selected the East Austin neighborhood. The revitalization of this cultural corridor was important to me, as I am the first and only African-American who owns an upscale womenswear boutique in Austin. I hope to continue positively contribute to the community and the East 12th corridor, helping forging an emerging commerce, and helping others to find and embrace their “tude”.
How did you get your idea or concept for the business?
I love to fashion, so that to me was a no brainer! I have people ask me on a daily basis how I came up with the name. It’s apparent that ‘Altatudes’ is a play on my name, but it is also a play on the word ‘altitude’. I want folks to identify with my concept that the name in and of itself, just like to apparel, is exalted!
I’ve had so much of what Altatudes is in my mind since I was a little girl, by the time the opportunity presented, my head was exploding with ideas! It became a project, just to keep things in some type of order so I wouldn’t get too ahead of myself! I did not note at the time that I would be counted among a very few as a trailblazer and a role model, but I humbly wear these hats and am proud to do so!
Do you think entrepreneurship education is important and why?
Most certainly! Not everyone’s aptitude is accommodative to working for/within the corporate arena or business sector. An entrepreneurship education is critical to those who may have a predilection to opening their own business, providing their own service and/or product.
What is your history with Junior Achievement?
I am a proud Junior Achievement Alum! Being apart of this program gave me insight and confidence that I would have not otherwise not received had not been in Junior Achievement!
Have you always wanted to be an entrepreneur?
YES! There’s a part of me that’s always dreamed of having my own business, so when the opportunity arose, I dove right in - head first! Don’t get me wrong, I was apprehensive, but it was a great time in my life to launch and here we are!
How do you handle adversity and doubt?
My first go-to is prayer! My God is everything and can handle anything, so when doubt rears its ugly head, prayer is my first go-to! My husband has had his businesses for over 35-year, so I bounce tons of issues off him. He has a tremendous business acumen and he’s a tell-it-like-it-is kinda guy, so I know he’ll keep it ! I am also blessed with a wonderfully insightful “tribe” of dynamic women, and men, who help me move past adverse situations and snuff-out doubt! Even when you’re a sole entrepreneur, you need to have a handful of intelligent individuals you trust and can go to for sound advice - especially in adversity.
What are some of the mistakes you wished you could've avoided?
Actually, the more life I live, the more I welcome the mistakes I’ve made and make. Without mistakes, there could be no failure - without failure, there could be no success. So, my mistakes help me learn in order to be successful!
If you had one piece of advice to someone just starting out, what would it be?
Embrace the ‘fear’! You will be afraid, you will be scared - push through the fear and when you come out on the other side you will have even more confidence to tackle the next scary task - and trust me, they will come one after the other. At this point, I’m starting to look at them like blessings!
What is some advice you would give your high school self?
Enjoy the moments! I was a worry-wart type kid. I am the oldest in my family, so that might have had something to do with it. But, it’ll all work out the way it’s supposed to!
What makes a successful entrepreneur?
1. Be concerned about yourself/your business!
2. The willingness to face your fears and do the work!
3. Have the understanding and discernment to know that everything is not going to be perfect every time, but it will work out ... and, that’s usually going to be the best thing for you and your business!
How can the Austin entrepreneurship community be more equitable?
Learn how, when and where to collaborate! You’ve heard the adage: “We’re stronger together”!
I am the President-Elect for the East 12th Street Merchants Association and I’m looking forward to our corridor coming together, learning from one another and working towards making our respective business and in turn our corridor better and more successful!
