At Estilo, Stephanie Coultress O’Neill Has Been Dressing Austin for Over Two Decades

Over 20 years after opening her first boutique, Stephanie Coultress O’Neill remains a defining presence in Austin’s retail scene. What began in 2005 as a small venture selling clothes out of her one-bedroom apartment has grown into Estilo, a Tarrytown shopping destination known for its carefully curated mix of national and international brands and its highly personalized approach to styling. Today, the Casis Village space brings women’s, men’s and children’s fashion together under one roof, reflecting Estilo’s evolution from a single boutique into a family-focused retail concept. We caught up with her to talk about the trends she’d like to see return, what has remained consistent in her business over the years and what has helped the Austin boutique maintain its staying power.

What was the original inspiration for opening your business? Does it still hold true today?

My background is actually in child and family therapy, so I’ve always been drawn to understanding people and creating environments where they felt comfortable. I have also always loved fashion and knew that I could turn my passion into a business. I wanted to create an experience that was curated, convenient and client focused. That inspiration absolutely still holds true today. Fashion trends change constantly, so I want Estilo to be the go-to store where people feel a connection and trust us to help them find the perfect looks for their style.

Trends have come and gone during your many years in business. Is there a trend of the past that you’d like to bring back?

Skinny jeans. In my mind, they never really went out of style. Denim should reflect your mood, your destination and the experience for which you’re dressing.  Personal style is about choice, and I think there’s room for every silhouette, depending on how you want to feel that day.

What is something that has stayed the same for your business after all the years?

Relationships. That has never changed. I’ve always prioritized knowing my clients, their lives and what they’re shopping for and why. Many of my clients have supported me for decades and in some cases we dress multiple generations through multiple life events. I feel like I have grown up with many of my clients and consider many of them my close friends. I am incredibly grateful that I get to go to “my office” everyday and spend it with my friends.  

What do you think has contributed most to your staying power in Austin?

I like to believe that we are constantly pivoting.  I’ve survived three recessions and a pandemic. I could not have done that without the support of the community. We are constantly trying to meet our clients where they are, including being open at 8 a.m. to serve the clients in the community who can only shop between elementary drop-off and going to work.

We’re also proud to be deeply rooted in the community. We’ve always believed in supporting local, building long-term relationships, and creating a space that feels welcoming and real. My goal was to create a space that feels like your best friend’s closet. I think people sense the authenticity, and they return to places that feel genuine. As I tell anyone wanting to own a store, you have to love people even more than you love the product, and I absolutely do.

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