Issue link: https://read.dmtmag.com/i/379417
Riding enthusiast opens women's apparel shop in South Dakota Doris Schumacher, owner of the Ride Empow- ered women's motorcycle apparel boutique, believes the store might be the only one of its kind in the Midwest. Either way, Schumacher is convinced her latest undertaking in Sioux Falls, S.D., is going to fulfill a need. "I'm excited and nervous at the same time," Schumacher said. "Not only am I new to being a small business owner, but this is also a very unique store, so it's hard to say what's going to happen with it. I'm just excited to be here and hope that I can help make a difference for women motorcyclists. Ride Empowered is about what motorcycling means to a woman. Here they have a place that's just for them and full of support, sisterhood, education and fun! I'm here to help them feel empowered." Ride Empowered specializes in motor- cycle riding gear, apparel, accessories and other items specifically for female motorcyclists of all ages and styles. "Whether you're a woman that rides a cruiser, a sport or adventure bike, a custom bike or café racer, or even a scooter, we are here to help you find exactly what you need." Schumacher once was a stay-at-home mom, college student, then accountant. "I finally found my passion in motorcycling and wanted to contribute to helping other women find the same empowerment I had found with my motorcycle," she said. The brick-and-mortar store opened March 1, and its website went live in April. "I'm a very small start-up financed by my community's development foundation, and also currently a one-woman show with just a little help from my husband on my website," she said. "While doing the research for my business plan, it became apparent to me that there are not many women's products avail- able in brick and mortar stores. The few shops that do offer products to women are very lim- ited particularly in their apparel sizes. This is something I hope to bring more attention to and eventually change through my business. Considering that women are the fastest grow- ing segment of motorcyclists, I believe there is a huge need for this type of business." PSB Riding Empowered 36 • September 8, 2014 • Powersports Business www.PowersportsBusiness.com Doris Schumacher recently opened a women's motorcycle apparel boutique in Sioux Falls, S.D.