By Lily Munnik
For Gina Huseinovic, owning a boutique at 23 years old was something she never imagined happening so soon. But with a lifelong love for fashion and a personality that makes customers feel at home, she found her place at Pepper Boutique, located at 213 Main Street, where the Cedar Falls community has embraced its new owner with open arms.
After graduating from the University of Northern Iowa in 2023 with a degree in textiles and apparel, the Cedar Valley native spent months searching for a full-time job. Despite gaining valuable experience through semesters studying at the Florence University of the Arts in Italy and California State University, rejection after rejection left her questioning what came next.
Then an unexpected opportunity changed everything for her when the previous owner, Maizy Guido, asked her if she would step in to take the reins at Pepper Boutique.
“I started bawling my eyes out because I had gotten so discouraged with the job market and this just seemed like a sign,” said Huseinovic.
Huseinovic didn’t hesitate.
“It was an immediate yes,” she said. “I honestly agreed before I fully realized everything that came with owning a business. Opportunities like this don’t come often, and owning a boutique had been a childhood dream of mine.”
Rather than dwelling on the risks, Huseinovic chose to trust herself.
“I’ve always been one to figure things out along the way. I kind of just took the leap,” she said. “I’m fortunate to have an amazing support system who believed in me, and that made the transition a little less scary.”
In May, Huseinovic officially became the new owner of Pepper Boutique, the popular women’s clothing store known for its trendy, affordable fashion.
The boutique first opened in 2019 under Guido, an Iowa State University fashion merchandising graduate. Named after Guido’s dog, Pepper, the shop was created with a simple mission: providing unique, affordable fashion that reflects current trends while helping customers feel confident.
When Guido decided to move to Des Moines, she wanted Pepper to continue serving the community rather than close its doors. She found the right person in someone who already knew the business inside and out.
Huseinovic had worked at the boutique since August 2024, building relationships with customers while learning the daily operations of the boutique. Just a few months after joining the staff, Guido first approached her with the idea of taking over the business.
The relationship between the two owners became much more than employer and employee.
“She spent the last seven years building something so special, and the fact that she trusted me to continue growing this boutique meant so much to me,” said Huseinovic. “I could never thank her enough for making my dreams come true.”
During the transition, Guido intentionally prepared Huseinovic for ownership by teaching her everything from daily operations to buying inventory and pricing merchandise.
“She made sure I felt prepared and had all the right contacts before fully taking over,” said Huseinovic. “It’s also comforting to know that if I ever need anything, she’s only a text away.”
While Huseinovic originally entered college interested in fabric design, she soon realized her true passion was fashion marketing and merchandising, making boutique ownership a natural fit.
“One of the greatest things UNI gave me was the connections I made,” she said.
She spent countless hours working alongside classmates in the textiles and apparel labs, building friendships that unexpectedly shaped her future.
One of those classmates had worked at Pepper Boutique throughout college and recommended Huseinovic to Guido, helping her land the part-time job that eventually turned into business ownership.
“It’s a great reminder to keep your connections close,” she said. “You never know where they’ll take you.”
Her entrepreneurial mindset was also shaped long before college.
Learning entrepreneurship, work ethic from immigrant parents
Growing up, Huseinovic watched her immigrant parents work tirelessly to build a life for their family. Her mother, Melisa, a hairstylist, built a loyal clientele and taught her the importance of genuine relationships and creating a community around a business.
“I grew up watching her build a personal brand that people trusted,” said Huseinovic.
From her father, Meho, she inherited his work ethic.
“He’s one of the hardest-working people I know,” she said. “He taught me that if you’re willing to put in the work and stay consistent, amazing opportunities will come your way.”
Although business ownership comes with long hours, Huseinovic says it rarely feels like work.
“I always joke that I traded eight-hour shifts for 24-hour shifts,” she said.
Even after leaving the boutique, she spends her time creating social media content, planning events, ordering inventory, entering data and brainstorming new ideas.
Still, she wouldn’t trade the flexibility that comes with entrepreneurship.
“Since so much of what I do can be done online, I take my laptop to my favorite coffee shop or work while I’m traveling and still get everything done,” she said. “I’ve always wanted a career that gave me freedom and something I was excited to wake up and do every day. It rarely feels like work because I genuinely love what I do, and it definitely doesn’t hurt that shopping is a huge part of my job.”
A lifelong Cedar Valley resident who chose to stay close to home by attending UNI, Huseinovic says one of the most rewarding parts of owning Pepper is serving the community that helped shape her.
During Sturgis Falls, seeing customers wearing Pepper clothing left a lasting impression.
“Every time I would walk down the street, I would see a girl with a Pepper top or skirt on, and it would make me emotional,” she said.
She also started seeing younger sisters of friends she attended high school with shopping in the boutique.
“It’s a full-circle moment,” she said.
While preserving Pepper’s identity remains a priority, Huseinovic hopes to continue growing the boutique into a welcoming community space.
After recently hosting a private shopping event for the UNI volleyball team’s trip to Europe, she has begun planning additional public events, particularly for incoming college students.
“I want to continue hosting events, especially for the incoming college girls because they’re new to Cedar Falls and there aren’t many places to shop here,” she said. “I want it to be welcoming, not just a clothing store but an environment where they can come in and feel like they belong.”
When she isn’t working, Huseinovic enjoys traveling, exploring new cities and meeting new people. She also stays active through Pilates, yoga and sand volleyball with friends.
Another favorite pastime is shopping at other local businesses.
“As a small business owner, I know how much every customer means,” she said. “It’s really important for me to give that same support back to the community.”