Although Erin Morrison is the owner of two retail shops in Newburgh, Ind., surprisingly, her passion is not for fashion. While she does love the niche fashion business, what she truly is passionate about is the authentic and enjoyable shopping experience that her stores, Flutter and Flutter Girl, have to offer women and girls.
Originally from Iowa, Morrison moved to Newburgh in 2007. In April 1999, Morrison’s husband, a military pilot, was hospitalized in Nashville, Tenn., after he was injured in a helicopter accident in Fort Campbell, Ky. While her husband spent time in rehab, Morrison, 40, found respite of her own browsing in boutiques and shops in nearby Nashville. This inspired her to open Flutter, which was everything she had been searching for and exactly what Newburgh needed in 2010. “I was doing some soul searching,” Morrison says. “I had been a stay-at-home mom and was ready for a career. Newburgh had what it took to embrace the vibe I was looking to create in a store.”
In September 2013, Morrison was inspired again, this time by her 11-year-old daughter, to create Flutter Girl, with lines designed for tweens and juniors. Flutter and Flutter Girl are conjoined shops on State Street.
With vintage-inspired and modern fashions, Morrison says Flutter and Flutter Girl carry looks ranging from country chic to city sleek in jeans, tops, dresses, shoes, and accessories. “I want to have items for everyone, even that teenager who is buying clothes with her babysitting money,” Morrison says. Flutter is the largest Frye retailer in the Tri-State area.
Customer service is a priority for Morrison, in and out of the shop. Through her love for photography, Morrison is able to connect with shoppers through social media by posting photos of products and offering weekly giveaways known as “Flutter Fridays.” “I try to create an experience over social media like I do in the store,” Morrison says.
Morrison encourages shoppers to explore the world of small, locally owned retail shops. “In this area, there are still people who have not experienced boutiques,” she says. “There is so much more to a shopping experience than chains and big box retailers.”
For more information on Flutter and Flutter Girl, call 812-490-9642 or visit flutternewburgh.com.
