Back January 3, 2021
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Rooted Boutique

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A new business has planted its roots in Fulton’s downtown district.

Rooted Boutique has been branching out to their customers since February 2020. Jackie Wilkin was a stay-at-home mom with a marketing degree and a passion for clothing. Wilkin started Rooted Boutique online out of her basement so she could help others choose clothing that makes them feel beautiful and confident. Being involved in local activities has always been important to Jackie and her husband, Drew. They have been in Fulton for 14 years. With the growing success of her online business, it made sense to invest in the community by opening a storefront for her boutique business. This in turn would attract others to Fulton’s historic downtown.

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While the storefront was being renovated, Jackie and her sister-in-law, Kayla Wilkin, started hosting live Facebook videos every Wednesday night to a VIP group called the “Get Rooted Tribe ” to show off their inventory. This proved to be a wise strategy because as the pandemic quarantine shut down other retail businesses, they continued to build their customer base offering shipping or contactless, local pick up. When renovations were complete in late August, they were ready to welcome their large customer base in person. Since then it has grown thanks to a strong social media campaign, large inventory, and great customer service. Jackie’s goal to attract others to her community has worked because she has customers from all over–including the neighboring state of Iowa. 

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Something for Everyone

Rooted Boutique is located on the corner of 4th and 11th Streets in Fulton’s downtown. The trendy window displays entice you to stop in and see what it has to offer. Upon walking in, I was surprised by how spacious the store was. The showroom is large, with sections of women’s, youth, and baby clothing, shoes, a line of candles, and even drinkware and home decorating items. Each section of the store displays clothing for every occasion from cozy sweaters and trendy jeans to leopard vests and adorable baby stuff. I walked through the store and admired the wide variety of clothing hand-selected by Jackie and Kayla. With fashions that vary in different styles and range in size from small to 3XL, there is something for everyone. The store also carries jewelry, a wall featuring a variety of shoe styles, purses, and the Copper Pearl brand of baby accessories.

For now, they are focusing on their storefront and expanding their regional clientele while continuing to grow their online customer base through their website and live Facebook videos every Wednesday night. Down the road, Jackie’s ambition is to expand and add other locations.

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Root for your customers and watch them glow 

To Jackie, Rooted Boutique is more than a boutique. She takes pride in getting to know her customers and building relationships with them. Assisting her customers to pick out flattering pieces and even offering personal shopping appointments makes her unique in the world of retail. She strives to offer something for every age, body, and budget. She takes pride in helping customers add to their wardrobe or find the perfect gift. 

“Being rooted in my faith, family, friends, and fashion has gotten me here. So I boldly encourage you all to Get Rooted! What’s YOUR passion? Find what you love, plant those roots deep and let us help you look great along the way!” remarks Wilkin.

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Fulton has a lot to offer

While visiting downtown Fulton, make sure to check out other local businesses such as Country Orchids, a full-service floral shop providing fresh, silk, and dried flowers, and Sweet Woodruff, a woman’s boutique with unique gifts, artisan items, purses, jewelry, and clothing along with home decor, candles, linens, and seasonal gifts. Krumpets is a great spot for lunch where they not only offer quiche, homemade soups, and specialty sandwiches, but pastries and desserts to die for. When the pandemic is over make sure to stroll Fulton’s riverfront and check out the iconic De Immigrant Windmill, which was built to honor Fulton’s Dutch heritage, and the beautiful Windmill Cultural Center & Museum.

Contact information

Rooted Boutique
1021 4th Street Fulton, IL 61252
Phone: (815) 208-7370



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