In the heart of Victoria Park, nestled in the Gateway Plaza, Soul Society Boutique stands as a testament to the dreams and resilience of Sarah Morse and her mother, Eva Michaels. The store is more than a clothing boutique. It is a culmination of passion, hard work and an extremely strong bond between a mother and her daughter.

It was Sarah’s vision, and she brought her mother in who has an extensive background in fashion merchandising in New York City with The Limited.

"I grew up out west in Pembroke Pines, and moved to Victoria Park after college," says Sarah. Her home on 6th and 11th, shared with her husband Sean, has become the hub of their world. The impending arrival of a baby girl has added another layer of joy to their lives, making the quaint charm of Victoria Park even more cherished.

Their furry companions, Lilly (French Bulldog) and Loki (German Shepard mix), play a role in the couple's daily life, even making special appearances at the store. The love for the neighborhood extends to leisurely walks through its streets, exploring new local restaurants, and savoring the unique charm that Victoria Park offers.

Eva's excitement for joining Sarah in her dream of opening a boutique was palpable, and Eva was thrilled when Sarah asked her to join her. The prospect of working with her daughter, in the same neighborhood that they both lived in, added a layer of joy to her life.

Eva, born in Budapest, Hungary, grew up predominately in Miami Beach before moving to New York City with her husband, Todd, of 35 years so they could pursue their careers. They moved back to South Florida where they raised Sarah and her sister, Chelsea. Eva and Todd are thankful to have found the hidden gem of Victoria Park six years ago. "We are extremely fortunate to have both of our daughters living a half mile from us in opposite directions within Victoria Park," Eva revealed, emphasizing the family closeness that extends beyond the store.

Sarah's journey to Soul Society began in a rather unconventional way. A nursing graduate from the University of Central Florida, she recalled the internal conflict during her nursing school days. "I can vividly recall going through nursing school and constantly thinking to myself that this was not the career that I was meant to be doing," Sarah said. Despite graduating and working as a nurse, the sense of dissatisfaction lingered.

The turning point came when Sarah considered pursuing further studies to become a Nurse Practitioner. However, the pandemic disrupted her plans after one semester at the University of Miami in the masters program and provided a rare opportunity for introspection. Sarah's realization about her true calling, away from medicine, unfolded in a poignant moment. "I really didn’t want to be in medicine anymore, and I had realized how truly miserable I had been at my job," she confessed. Supported by her husband, Sarah made the courageous decision to quit her job and follow her dreams.

The idea of opening a clothing boutique, initially proposed to her mother, resurfaced. With no background in business or knowledge of running an online store, Sarah embarked on a journey of self-education. Guided by her father's wisdom — "when you don’t know where to start, start with one thing and go" — Sarah dived into extensive research, online courses, and forums to grasp the intricacies of entrepreneurship.

Soul Society Boutique was born not just from a business venture but from Sarah's courage to follow her passions and, as she put it, her soul. Society was a reflection of her desire to create a community where women felt comfortable to be themselves and leave with a whole new confidence because of their new outfit.

After navigating the challenges of the online realm for a year and a half during the tumultuous times of the Covid-19 pandemic, Sarah decided to take the next big step — opening a physical storefront. The involvement of her mother became paramount, given Eva's background in fashion and her boutique experience. At this time, Eva agreed to join Sarah. The vision was clear — to create a space in Fort Lauderdale where both mothers and daughters, along with other families, could shop together.

The family aspect of Soul Society was undeniable. Sarah's father played a pivotal role in guiding her business plans. Her sister, Chelsea, promotes the store all over her social media pages and to her clients. Chelsea also does modeling. Sean, Sarah’s husband, was hands-on in building out the physical store, including the check out desk.

"We want everyone who comes in to feel like an extension of our family," Sarah says. The goal was not just transactions but relationships, transforming customers into friends.

For Sarah, the fulfillment she found in helping people took a new form through fashion. "I’ve always felt the most fulfilled when I am helping people," she says. The transformation that a well-chosen outfit brings to a person's confidence became the driving force behind Soul Society's mission.

Reflecting on her entrepreneurial journey, Sarah offered valuable advice, "Never stop learning and evolving." In an industry where trends, technologies, and brands evolve rapidly, adaptability was key. Yet, the most crucial lesson she conveys is about fearlessness in pursuing your dreams. "Never be afraid to follow your dreams. No matter how big or small they are, take the leap," Sarah says. Her unwavering determination and conviction in the success of Soul Society are evident in her journey.

The proximity of Soul Society to Victoria Park is a unique advantage as it offers residents quick access to the store. Sarah and Eva emphasize the quality of their items which distance themselves from fast fashion. "We are not a fast fashion brand that you’ll wear once, wash it, and it’s ruined," Sarah says. The focus is on providing pieces that stand the test of time, offering both trendy and timeless options. We do not have an age limit in our store.

Expressing profound gratitude, Sarah acknowledges her family's pivotal role in her success. Her mother, Eva, has provided much guidance, support, and invaluable contributions to the store. The customers, who transformed from casual patrons to cherished friends, are the heartbeat of Soul Society. "I am utterly grateful for our customer base, who not only keep us operating but also brighten our days," Sarah says.

Sarah extends a warm invitation to those unfamiliar with their boutique. "If this is your first time hearing about our boutique, please come in and say hi!" she says. The Soul Society Boutique, in its essence, is not just a store; it is an embodiment of dreams, family ties, and a community where fashion becomes a source of empowerment and joy.