Empowered by Her: Celebrating the Women-Owned Businesses of Downtown Baraboo
Downtown Baraboo thrives on character, creativity, and community—and a remarkable number of our small businesses are led by women whose leadership not only shapes our local economy, but also inspires the next generation of entrepreneurs.
When Hether of Sage Media reflects on being a women-owned business, she radiates the pride through her words and passion in her tone.
“Being a woman-owned business in Baraboo means building something powerful in the same place I’m raising my kids. It’s about showing them what hard work, grit, and integrity look like and proving that family values and fierce ambition can go hand in hand. I’m not just growing a business here, I’m building a legacy that not only reflects me, but one that my kids can follow.”
[Image Courtesy of Kelsey Jean Photography]
Each storefront tells a story. A woman’s vision. A leap of faith. Years of dedication. From charming boutiques and bustling cafes to wellness studios and creative services, these businesses are more than just places to shop or dine—they are reflections of identity, resilience, and pride.
Sophia of Johnny’s Girl Boutique expresses this being an important part of her professional and personal journey. “Being in business with my mom has been one of the most meaningful parts of this journey. I’ve always looked up to her as a strong, capable businesswoman, and working alongside her has been incredibly inspiring.”
Leadership here doesn’t always wear a suit. It rolls up its sleeves, shows up early, stays late, and treats customers like family. Whether it’s mentoring fellow business owners, organizing events for the square, or championing inclusivity, our women entrepreneurs lead with purpose and passion. They don’t just run businesses—they cultivate spaces where everyone feels welcome and seen.
Leaders like Betsy of Recycled Sally’s emphasize on how to best serve in their role for people and the greater community. “I hope I serve as an inspiration to other women in the community, especially women who don’t feel they can contribute to their family’s finances.” Additionally, Lacey of Spa Serenity hones in on the challenges but how fulfilling can be. “It is not easy, it can be fun, but it is hard work. Worth almost every second, but no easy.”
[Image Courtesy of Stephanie Shanks Photography]
There’s a unique energy in Downtown Baraboo, and much of it is driven by the women who pour their heart into this community. By shopping, eating, and exploring here, you’re not just supporting local—you’re lifting up the dreams and legacies of those who continue to redefine what it means to be a leader.
Katie of Luminaura Esthetics hits it on point when envisioning the future for women in community: Dream big. “Take the leap and fulfill their dreams.”
[Image Courtesy of Sage Media/Luminaura Esthetics]
We invite you to celebrate with us. Visit our women-owned and operated businesses, share their stories, and be part of a community that believes in building something better—together.
Because when she leads, we all rise.