By Denise DePaolo

Untamed Accessories & Clothing is becoming a destination for fashion-forward, cost-conscious women.

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Jennifer Nielsen opened the downtown Rapid City store in June 2013 with the goal of giving her customers the complete boutique experience, while keeping her inventory reasonably priced. Staying true to that vision has helped Nielsen amass a loyal customer base that spans generations and income levels.

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What inspired you to open Untamed?

JN: I have friends who own a store in Deadwood – Madame Peacock’s. They had me help them one summer and I started getting an itch to open my own store. I was going to have a bunch of accessories and a few pieces of clothing, but now it’s turned into tons of clothing and a little bit of accessories. We have everything from Western wear to some workout wear, denim, western boots, fashion boots, purses, scarves, gifty items, and even some home décor items.

This store started as something fun to do, but now we have a really good local following. In the summer, we have tons of tourists that come and I get messages on Facebook from people asking me to ship things.

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To read the full interview, pick up the December issue of 605 Magazine or click here.

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