In the bustling outlet mall of Mercedes, Texas, Ashley Nicole Werbiski, known locally as Mercedes Ashley, stands as a testament to entrepreneurial spirit and adaptability. With a background in criminal justice, Werbiski has carved out a unique niche for herself, owning not one, but two successful businesses: a photography studio and a children’s boutique. Her journey is an inspiring tale of transforming passion and creativity into a thriving reality in the heart of her hometown.
Walking through the Rio Grande Valley Premium Outlets, where her stores are strategically located, Mercedes Ashley reflects on how she seamlessly blends Ashley Nicole Photography and Bailey Amber’s, her children’s dress store, to create a cohesive brand. This synergy is not just about cross-promotion; it’s about building a community and catering to the needs of her clientele in a comprehensive way.
Ashley Nicole Photography, her first venture at the outlet mall, opened its doors in 2016. Initially, the business faced challenges, leading Werbiski to question its viability. However, demonstrating true entrepreneurial grit, she pivoted her strategies and discovered a formula for success. “The floodgates just opened,” she recalls, marking a turning point where her studio began to flourish. This newfound confidence and success fueled her ambition to expand, leading to the birth of Bailey Amber’s, a store named after her daughter, offering exquisite dresses for young girls attending parties and special events.
Bailey Amber’s, launched in January 2019 during Super Bowl weekend, represents another bold step for Mercedes Ashley. “It’s going good,” she says about her boutique, acknowledging the inherent risks of launching a new business. “It’s a little scary, too, you know, the uncertainty of opening a new business, but it’s exhilarating too, taking that risk.” This blend of caution and excitement is a hallmark of her entrepreneurial approach.
Her journey into entrepreneurship began in 2014 after she decided to leave her position as a physical education teacher. Despite her degree in criminal justice, teaching in that field wasn’t materializing. Photography, initially a hobby taking photos for the school where she taught, became her new direction. Using her nascent photography skills, Mercedes Ashley ventured into business ownership, starting with RGV Illustrated in downtown Mercedes. Operating from a modest 240-square-foot space, she focused on “high volume school photography,” partnering with the local school district.
RGV Illustrated remains operational under her guidance today and has expanded to include high school sports magazines, which serve as a fundraising tool for local booster clubs and cheerleading squads. With the foundation of RGV Illustrated established, Mercedes Ashley took a significant leap, opening Ashley Nicole Photography at the Mercedes outlet mall in late 2016. The outlet mall, with its high shopper traffic, presented a premium location but also carried significantly higher lease costs.
“It was a leap of faith, and we really struggled after a good start,” she recounts about the initial phase of Ashley Nicole Photography. “The first half of 2017, we were just making enough money to stay afloat. I had to give up my car. That’s how bad it got.” This period of hardship underscores the real challenges faced by small business owners and the resilience required to overcome them.
The turning point for Ashley Nicole Photography came with the introduction of a monthly model search, specifically targeting children. This innovative approach tapped into the desires of parents to see their children celebrated and showcased. The model search became a powerful promotional tool, drawing attention to her brand and revitalizing her business. Winners, selected by a panel of judges, are prominently featured in the studio’s storefront windows. The quality of the photography and the allure of the contest spurred parents to seek out Ashley Nicole Photography for family portraits and individual photoshoots of their children.
Mercedes Ashley also strategically leveraged social media, building a strong Facebook following and encouraging clients to share their photos taken at the studio. This user-generated content amplified her reach and created a vibrant online community around Ashley Nicole Photography, with customers and their networks engaging with the photos. To enhance the customer experience and reduce costs for families, Werbiski provides a variety of colorful photo backgrounds and an extensive in-studio wardrobe. This access to clothing for shoots eliminated the need for clients to purchase expensive outfits, further driving the studio’s popularity. The demand for these outfits eventually sparked the idea for Bailey Amber’s, creating a natural and beneficial connection between her two businesses – a “synchronicity,” as Werbiski describes it.
A 2005 graduate of Mercedes High School, Mercedes Ashley embodies energy, charisma, and a deep passion for every aspect of business – from planning and execution to problem-solving and achieving success. She expresses sincere gratitude to the Development Corporation of Mercedes for their crucial support and financial assistance, stating, “without them, (EDC), I wouldn’t be here.” This acknowledgement highlights the importance of local support systems in fostering entrepreneurship and small business growth.
“You have to fall in love with your idea,” she advises, reflecting on her journey through business challenges and triumphs. “I like the exhilaration of not knowing for sure if it’s going to work out, but you know what? I always figure it out.” This unwavering optimism and determination are at the heart of Mercedes Ashley’s success story, making her a prominent figure in the Mercedes business community and an inspiration to aspiring entrepreneurs.
