March 17th, 2025
Women Who Build: Becca Brisiel
Welcome to Le Femme Foundry, where we spotlight trailblazing women redefining leadership and reshaping their industries.
This week, we’re excited to feature Becca Brisiel, founder of Maude, a women’s boutique dedicated to effortless style, confidence, and connection. Since opening its doors in 2007, Maude has grown into more than just a fashion destination—it’s a community built on kindness, creativity, and the belief that great style should feel as effortless as shopping for it.
At just 29, Becca made the bold decision to invest in her dream, choosing to build a boutique instead of a house. That leap of faith turned into a thriving business that has been inspiring women for 17 years and counting. With a carefully curated mix of timeless classics, statement pieces, and everyday essentials, Maude makes getting dressed easy, fun, and empowering.
Join us as we dive into Becca’s journey, her passion for style, and how she continues to evolve with the ever-changing fashion landscape.
Can you remember the first moment you thought, “Oh, this is going to work“?
I was really lucky, I felt it was going to work right from the start. On our first day, there were still a few finishing touches left to do, but we had just put up the sign that morning, and I decided to go ahead and open the doors. That day, so many women came in to shop, drawn in just by the window displays. Seeing that immediate response, I knew I had made the right choice. It hasn’t always been easy, there have been challenges, learning curves, and moments of doubt, but it has always felt right. Seventeen years later, I still feel that same excitement and gratitude for what Maude has become. The mix of creativity and strategy keeps things exciting, and at the end of the day, seeing our customers love what we do makes it all worth it! Seventeen years later, I can confidently say it was one of the best decisions I’ve ever made. What started as a simple idea has grown into something truly special, a space where women feel welcome, inspired, and connected. I’m so grateful for every person who has been part of this journey.
What’s the riskiest thing you’ve done in business?
Opening Maude in the first place was a huge risk. I had not worked in retail since I was a teenager and was stepping into the unknown with no guarantees. I trusted my gut, put everything I had into it, and hoped that other women would connect with what I was creating. Another big risk was opening a second location. Expanding felt like the natural next step, but I quickly realized that running two stores came with a whole new set of challenges. After three years and a lot of reflection, I made the tough decision to close the second location and refocus my energy on our original store. While it wasn’t the outcome I had envisioned, it was one of the most valuable lessons I’ve learned in business, bigger isn’t always better and success isn’t just about growth, but about sustainability and staying true to your vision. Since then, there have been plenty of other risks, investing in big inventory buys, expanding into e-commerce, and navigating unpredictable times like 2020. Some risks have paid off beautifully, others have been learning experiences, but every single one has shaped Maude into what it is today. The biggest rewards always come from stepping outside of my comfort zone.
If your business were a song, what would be its anthem?
“Bejeweled” by Taylor Swift feels like the perfect fit for Maude. It’s fun, confident, and all about showing up, shining, and knowing your worth, just like the women who shop with us.
Did you ever consider throwing in the towel? If so, why didn’t you?
Yes, during 2020. On top of trying to figure out how to sell spring break clothes and swimsuits while everyone was stuck inside only wearing sweats, my six-year-old son was airlifted twice to Little Rock Children’s Hospital, experiencing up to 200 seizures a day. It was an incredibly emotional time, and I didn’t know if I had the capacity to keep it all going. I had also just lost one of my full time employees of twelve years after she had a baby, so we were already stretched thin. I muddled my way through, unsure of what the future held, but the team I had (including another employee who had been there for twelve years) depended on me and their job at Maude. Looking back, I’m so grateful I did; the store had a major comeback and our local customers really showed up for us. Not to mention the creative outlet and the sense of family we’ve built at Maude became a source of strength for me during one of the hardest seasons of my life.
Who has mentored you and how have they shaped your view on business and being a female founder?
I wouldn’t say I’ve had an official mentor, but I was lucky to have a friend who had her own business before I did. She was incredibly gracious and kind, always willing to answer my questions and offer advice. Seeing another woman navigate the challenges of entrepreneurship with generosity and confidence showed me that success isn’t just about competition; it’s about community. Her support shaped the way I approach business, not just as a pursuit, but as a space where women can uplift each other, share knowledge, and create something meaningful together.
What’s one thing about your day-to-day as a founder that would surprise people?
People often assume that owning a boutique means spending my days curating beautiful clothes and styling outfits, but the reality is far less glamorous! A big part of my day to day involves problem solving, whether it’s dealing with buying issues, fixing a broken fixture in the store, moving around heavy boxes, or figuring out how to pivot when a trend doesn’t sell as expected. But despite the chaos, I wouldn’t trade it for anything.
How do you celebrate wins, both big and small, in your business?
Running a business is full of ups and downs, and taking a moment to acknowledge progress keeps us all motivated. Sometimes, it’s as simple as a message to the team, hyping up a big sales day or a successful event. For bigger milestones, I love doing something special for the team whether it’s a fun dinner out together or just making sure they know how much they’re appreciated. At the end of the day, Maude wouldn’t be what it is without the amazing people behind it, and celebrating our wins is really about celebrating them.
What’s a skill you didn’t realize you’d need as a founder, but now consider indispensable?
Adaptability. When I started, I thought success would come from having a good eye for fashion and giving good customer service. But trends change constantly, the economy shifts, unexpected challenges (like a pandemic!) arise, and you have to be able to pivot—sometimes overnight. Whether it’s rethinking inventory strategies, adjusting marketing approaches, or navigating staffing changes, being able to adapt without panicking has been one of the most important skills I’ve developed. Flexibility and resilience are what keep a business going, and learning to embrace change instead of fearing it has been invaluable.
How do you define and measure success?
For me, success isn’t just about numbers, it’s about impact. Of course, sales and growth matter, but true success is measured by how Maude makes people feel. If our customers feel confident and excited when they shop with us, if my team feels valued and inspired in their work, and if I can continue doing what I love while balancing family life, that’s success. I also measure success by longevity. Seventeen years in business isn’t just about surviving, it’s about evolving, staying relevant, and continuing to create something meaningful. Seeing returning customers, watching employees grow while they are here, and knowing Maude is a place where people feel connected that’s what truly defines success for me.
What’s a business decision you made purely on gut instinct, and how did it turn out?
Opening Maude in the first place was a gut decision. I didn’t have a detailed business plan or years of experience in retail, I just knew in my heart that this was something I wanted to do. I trusted my instincts, took the leap, and figured things out as I went. There have been plenty of other gut driven decisions along the way, choosing to carry brands before they became popular, hiring someone based on potential rather than experience, or pivoting quickly when something wasn’t working. Not every instinct has been perfect, but trusting my intuition has led to some of my biggest successes. I’ve learned that sometimes, the best business decisions aren’t the most calculated ones, they’re the ones that just feel right.
What’s your guilty pleasure after a long day of hustle?
After juggling work, family, and everything in between, I love having that little moment of escape where I don’t have to make decisions or be “on” for anyone. Just me, comfy sweats, my couch, a dog or three and a ridiculous reality show that is too “guilty” to admit.
How do you set boundaries between your personal life and business when everything feels intertwined?
Honestly, it’s a constant work in progress. Owning a business means it’s always on my mind, and since Maude is something I truly love, it’s hard to separate work from life. But over the years, I’ve learned that boundaries are essential, not just for my well being but for my family and the long term success of the business. I try to set small but intentional limits such as the phone being put away for dinner and making sure I’m present for my kids’ important moments without distractions. I also remind myself that it’s okay to step away and I have an incredible team and am able to rely not them and delegate. It’s definitely not always perfect, but I’ve realized that when I take care of myself and create space for my personal life, I show up as a better leader, mom, and business owner.
Thank you for being part of our mission to celebrate women’s achievements and amplify their stories. We’re excited to share more inspiring journeys in the weeks ahead—because when women rise, we all rise.
Be sure to follow the incredible Becca Brisiel to learn more about her journey, get inspired by her approach to effortless style, and see how she’s created a boutique that’s more than just a store—it’s a community. And don’t forget to stay connected with Le Femme Foundry on Instagram for all the latest updates and empowering stories!
