From EBay to Brick-And-Mortar
Lexi DiYeso is a force to be reckoned with. As the business owner of Hazel Twenty, a certified fitness instructor and a mom of three boys, she knows a thing or two about patience, strength, and perseverance. Her dream of owning a brick-and-mortar store is now a reality, and she is all smiles when she talks about her brand new boutique in downtown Asheville.
“Oh this is just the beginning,” Lexi says. “My goal is to own multiple stores. I want Hazel Twenty to be a lifestyle brand.”
That type of determination is exactly how Lexi has managed to grow her business. It hasn’t been an easy road, she admits, and there were definitely growing pains. In its infancy, Hazel Twenty started as an eBay store and grew into a mobile boutique with dreams of one day being a clothing line. While running the mobile boutique for four years, Lexi took risks, and there were days where she thought the business would tank.
However, with the help of friends, Mountain Biz Werks and Asheville’s strong and supportive business community, she persevered and secured a location in downtown Asheville. The store opened on May 11th, 2018, and is now the only boutique downtown that has DJ Fridays. Live music is played overhead by DJ Dimitri and the shop turns into a dancefloor.
Standing out from the rest
Fresh ideas like DJ Fridays are how Lexi has managed to make her business stand out from the rest. Not just a clothing boutique, Hazel Twenty strives to offer fresh, unique ideas while staying connected with the community. The light fixtures and furniture items aren’t just part of the smart decor; they are also for sale. Lexi has partnered up with Sunnyside Trading Company and Splurge, two popular stores located in the River Arts District. A member of the Asheville community since 1999, Lexi is a strong believer in helping and supporting other businesses.
Fitness and Fashion
Part of Lexi’s perseverance also comes from another one of her huge passions: Fitness. A certified personal trainer and fitness instructor, Lexi teaches group fitness classes and provides personal training at the Asheville Racquet Club. She helps facilitate a fitness and nutrition retreat called Complete Retreat Me, and she is a brand ambassador for Lulu Lemon. She loves to push people and help them attain their goals – and she feels fitness and fashion go hand-in-hand.
“When you spend a fair portion of your week maintaining your physique, you care about what you wear,” she says. “You want clothes that fit you well, colors that work for you. You want to break out of your comfort zone and wear THAT dress.”
THAT dress will be hanging from the racks at Hazel Twenty, along with carefully chosen dress tops, designer jeans, and other fashionable items. Hazel Twenty focuses a little on trend but is mostly classic: Styles that last beyond the season and look and feel good when being worn. Lexi enjoys picking out new styles and patterns, and offering items she feels are both unique and pleasing to the eye. She loves her work, and it shows.
“Because it’s not work; it’s fun! That’s why I love what I do. I get to play dress up all day and help people look good.”