It’s a Wednesday afternoon on Main Street in Danville and college and high-school students are walking up and down the sidewalks, enjoying their summer breaks. Several stroll into Posh Apparel at 235 W. Main St., where they are greeted by shop owner, Holly Moser.

“My hope is that customers immediately see a warm and welcoming store when they walk in. A store that they feel hopeful that they can find something they love,” said Moser.

Moser is a 24-year-old Danville native who took the leap of opening her own business in May of this year.

After she graduated from Western Kentucky University, “I was unsure of what I wanted to do career wise. I knew that one day I wanted to open my own boutique, so I decided to go for it.”

Moser worked at Alumni Hall for several years throughout college. 

“As I progressed in my job and was given more responsibilities, I realized that I really enjoyed working in retail,” she said. She credits her job at Alumni Hall with giving her the experience and background she needed to open her own store.

Long gone are the days of putting collegiate sweatshirts on the shelves — Moser now opts for dresses and blouses. 

“The most fun part of my job is getting in new clothes,” said Moser. “In order to keep my inventory up to date, I order and receive shipments of clothes weekly.”

Although Moser’s store opens at 10 in the morning, she is there well before then. 

“I start off every day by making sure everything is clean and the clothes are organized on the racks,” Moser said. “Throughout the day, I make sure the store stays put together as customers are in and out.”

Moser hopes to set her store apart by carrying new styles frequently. 

“Another thing I make sure I do is to never order the same thing twice. Once something is sold out, I replace it with something new that I haven’t carried before.”

Moser said that she tries to promote a welcoming environment every day where all bodies are accepted and loved. 

“Many people that come into the store or that I talk to are unaware that I carry curvy sizes up to a 3XL,” she said. “It’s important to me to carry a wide variety of sizes and styles so that everyone feels comfortable coming in to shop.”