Standing behind her first clothing booth in craft galleries in McGregor and Waco, Karen Hansen knew she wanted more. After 20 years as a media buyer and production manager, Hansen’s passion for fashion was a flame just beginning to catch fire.

From humble beginnings as a traveling clothing booth, Hansen built DylanNICOLE Boutique, a now local staple nestled in the heart of Downtown Waco.

“I felt like there was a need that needed to be filled for boutique shopping, for younger women or women with a younger spirit,” Hansen said.

After moving from Dallas, Hansen already had her fashion dreams in mind and tested the waters to see what worked. Rotating booths turned into leased spaces within other boutiques—none of which were in Downtown Waco. When she finally landed on permanent space in the Containery, now home to Hotel Herringbone, the Covid-19 pandemic hit, and the location went into foreclosure.

Despite the world shutting down, Hansen’s dreams remained steadfast. When a space opened up on Franklin Ave. near Union Hall, she jumped at the opportunity.

After settling there for four years, DylanNICOLE moved again this August, landing more permanently just across the street. This location, she said, has resulted in better foot traffic and has skyrocketed sales in just a few months.

“I love the charm of downtown; it’s so cute and fun, and I wanted to be in one of the older buildings down here and serve this market because there wasn’t a lot of shopping,” Hansen said.

Now four years later, Hansen is still as much of a dreamer as an entrepreneur. Coming off of a busy shopping season and a location change, Hansen’s priorities for the spring are building her brand within the local Baylor & Waco community. With 12 ambassadors from various sororities and organizations on campus, Hansen is excited to continue building that relationship. 

“We attract really smart, good kids here, and we just want to give them a place that feels like home,” Hansen said. 

Hansen welcomes each customer in with a warm smile and greeting, an approach she’s always lived by as a business owner.

“Our philosophy is to serve the customer and deliver merchandise that is on trend—fun, flirty, and yet, reasonably priced,” Hansen said. This philosophy has cemented DylanNICOLE as a local fashion staple, earning them invites to many local events and celebrations. These pop-up booths, whether on campus or around Waco, are especially reminiscent of Hansen’s first few steps as a business owner.

Despite the opportunities to bring her business to other areas, Hansen loves the relationships she’s been able to build in Downtown Waco—something she tries to cultivate with every new face that walks through her doors.

“I love meeting new people, hearing their stories, and making new friends; it’s fun,” Hansen said. “I have met so many young people, which keeps me young at heart.”

With a new year quickly approaching, Hansen hopes to see more community involvement from locals and visitors alike and to emphasize all the wonderful things Downtown Waco has to offer.

“I hope to grow our local community and give them a reason to come downtown, not just to shop with me, but also to eat at the really great restaurants that we have, to shop with my neighbor next door, and to support our own community,” Hansen said.

DylanNICOLE Boutique represents the heart and soul behind Downtown Waco: an entrepreneurial spirit and a desire to serve the local community. From Wacoans to Baylor students to visitors alike, DylanNICOLE’s specially curated selection is a product of Karen Hansen’s lifetime of passion—and just like she told herself, she wants you to keep dreaming, too.