Building buzz for an eco-boutique

Website: roadlesstraveledstore.com

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CHALLENGE

Market the store beyond current customers and develop a strong Internet presence

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GOAL

Open two or three more retail stores over five years and develop a line of local artisanal goods

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Meet the expert: Hilary Kaye

Hilary Kaye is founder and president of HKA Inc., a public relations agency that has operated in Orange County for 25 years. Previously, she was a public information officer at UC Irvine and a journalist. She is co-author of "Plant Extinction: A Global Crisis," published in five languages; was associate editor and chapter author of "Newport Beach: The First Century" and author of numerous articles concerning public relations and media. Kaye is a founding member of the Women's Philanthropy Fund and the Women's Business Institute. She is also a board member and director of public relations and advertising for the Orange County chapter of the National Assn. of Women Business Owners.