Penny & Ashley


Penny & Ashley

Thank you for visiting Electric Couture

What started out as a small idea, turned out to be something much bigger than anyone could have predicted. A harmless suggestion regarding boredom spun its way into a web that couldn’t be stopped. When Ashley suggested to his mother Penny in the summer of 2001 that she should do something to occupy her time while in Arizona, the end result was something neither of them could have ever imagined. He suggested getting involved with clothing, because his mother, Penny, had an unignorable nack about the whole of it. Coming from Penny's first job at the first ever House of Chanel in Beverly Hills thus a love for fashion, she had always been the most stylish person in whatever room she entered, and her son followed suit. This was to be the winning idea that was supposed to be a fun little happening. What followed was not to be expected...
    
The little idea turned out to be a big idea. Ashley moved to Phoenix, from Los Angeles, to assist his mother in their fun little idea. From the start it was a smash success. After the first year there was too much to handle as far as the business side was concerned so this mother and son combo decided to dedicate more space to their gamble in fashion, which spawned a second store next to the original location.
    
This too was immediately successful, and the story continued. After just a little time the store that was once a small idea, and was now a big entity in the business known as Electric Couture, had made its mark. They were recognized by the big and the small in this business. Invitations to Uber important fashion gatherings were now the norm for the mother and son. It soon became pretty apparent that this was no fluke and growth was needed to sustain.
    
A location on the opposite side of town of Phoenix was now a necessity and thus was born Electric Denim Phoenix. This store opened in the third year of business for the mother/son fashionistas. It too was an immediate success, meeting the lofty expectations of the hard to please entrapanuers. Soon after that it was evident that being outside of the mainstream was not going to work anymore.
    
The process had always been kept outside of the commercial norm because it had just felt like something that wasn’t for everyone. When it opened, it was realized that this was probably more for everyone, rather than for the select, hence a need for the mainstream. Penny and Ashley decided it was time to take a chance, much more than the ones they had already taken. They decided to take meetings with the company that owned every mall in the state. The company had been courting their involvement for some time and it didn’t take long to come to an agreement.
    
That agreement was to have Electric Couture set up shop in two of the biggest malls in the state. Electric Couture Fashion Square, and Electric Couture Chandler Fashion Square were now an immediate reality. With the opening of these stores a great success, as well as our latest seventh store Electric Denim North Scottsdale (mens & womens) that opened August 15th 2007. We all at Electric Couture as well as our customers thought it was time to bring men & kids clothing & accessories in big bad way! We look forward to everything we plan coming to fruition and for our customers to continually be amazed by how we offer up a fun slice of life, and make it as accessible as we have always. Thank you for your continued support. We look forward to cheering the New Year with you.

Penny and Ashley