Nicole Branch: Owner, Wildflower Lane
What began as a side hustle making hand-stamped jewelry evolved into one of Jefferson City’s fastest-growing retail spaces. Nicole Branch is the woman behind the boutique Wildflower Lane. The 33-year old mom with an entrepreneurial spirit has turned her passion for clothing, community, and creativity into a full-fledged retail experience that’s as inspiring as it is stylish.
Located on High Street, the light, airy boutique is visually calming yet vibrant and filled with upbeat music and a wide variety of items to meet the needs of a growing clientele. The selection spans trendy pieces for women of all ages, a curated men’s section, baby essentials, and an array of accessories and thoughtful gifts.
But this isn’t a run-of-the-mill boutique, as the store’s inclusive inventory includes a variety of sizes. By curating a “curvy girl” section, Nicole hopes to alleviate some of the stress women can experience during shopping.
“I love being a mom, but obviously, my body has changed,” she says. “I love helping others find pieces that make them feel good.”
Despite owning a successful boutique, her roots in fashion could be described as nontraditional. The self-proclaimed tomboy grew up wearing Catholic school uniforms and admits she wasn’t always into the latest trends. But creativity called early, launching her into a hand-stamped jewelry business in 2013; she sold pieces through Etsy and at pop-up events. Eventually, a vacant space on Adams Street, where Wildflower Lane was launched in 2023, sparked her vision to create a boutique that Jefferson City didn’t know it needed.
Trips to the Dallas Market Center, a wholesale business-to-business marketplace, have been crucial to keeping the store fresh and on-trend. She also relies on her younger team members to help identify what’s hot on TikTok, while she ensures everything is high quality, thoughtful, and affordable.
Relocating the shop to High Street in the spring of 2025 has been a game-changer, not only in terms of space and inventory, but for Nicole personally. She describes watching the parade and Salute to America festivities through the storefront on the Fourth of July with her children as something of an almost surreal, full-circle moment.
“I’ve always wanted to be a part of High Street,” she says. “Being here now gives me chills.”
Family has always played an important part in her journey. Nicole shares that losing her mom in 2021, who she describes as her best friend and someone who always supported her entrepreneurial spirit, has been tough to navigate. Yet, she knows that her mother would be proud of the business she has built and would encourage her to keep investing in her creative endeavors as a way to deal with her grief.
There’s no denying that the boutique has experienced incredible growth over its two years in business, and it shows no signs of slowing down. Since moving, sales have surged, and other businesses on High Street have noted increased foot traffic as well.
“It’s crazy to think my store is bringing people down town,” Nicole says. “I can’t even put that into words.”
Looking ahead, Nicole plans to bring her hand-stamped jewelry into the store; other future plans include having an in-store embroidery machine for a custom hat bar. No matter the changes, Wildflower Lane will keep evolving while staying rooted in community and authenticity.
“I turned this far-fetched dream into a reality, and I’m just so thankful,” she says