SWEET STYLE

For 35 years, Sweet William has woven itself into the hearts of the most stylish women from the Western Suburbs and beyond, becoming a cherished destination for fashion aficionados seeking exceptional service.

The story began in 1989 when Marlene Burton- Witz, opened the doors to this now iconic shop—naming it after her husband, William. Today, with Kristi Smith at the forefront, Marlene’s vision continues to thrive as Sweet William remains Hinsdale’s premier fashion house for women’s clothing and accessories.

“Marlene’s belief in customer service has been the backbone of Sweet William’s philosophy,” says Smith, who marks her tenth year at the helm. “To her, customer service wasn’t just about servicing the customer but also bringing them quality, stylish, and customized clothing.”

Sweet William quickly became more than a store—it was a trusted style resource, keeping clients from worrying about trends or quality. “Customers needed professional stylists to bring out their personality, and that is what Sweet William did,” says Kristi. “My team and I are honored to carry on this legacy every day.”

With a lifelong passion for fashion, Kristi has been preparing for an opportunity like this all her life. The Texas native studied fashion merchandising financing her way through college by honing her retail and customer service expertise at the Dallas Galleria Mall, including a stint at Marshall Fields.

Once she moved to Chicago, she expanded her fashion knowledge at Jil Sander where she gained insight into the quality of fabrics and handstitched garments. She then transitioned from ready-to-wear to fine jewelry at Elements, where she mastered the art of expressing personality through exquisite pieces. At Marlowe, she refined her expertise in tailor-made pieces and fine fabrics— and it was during this time she met Marlene.

Marlene had her eye on Kristi for quite a while—a bonafide city soul at the time. Though Kristi wasn’t ready to let go of her Chicago lifestyle, the daily commute began to take its toll after she and her husband moved to the Western Suburbs growing their family with two girls. “It was then I called Marlene, and she said, ‘I knew you would call’—and here I am 20 years later,” says Kristi.

After two weeks at Sweet William, Kristi knew this was where she wanted to be. “Here you got to know the customers on a much deeper level who valued style consultation. I got to know them as individuals which made styling fun and easy.”

Additionally, her team had become an extended family with some that have been with Sweet William since its inception. “My staff is truly a dream team, and I feel blessed to have each one of them in my life,” she says. “Each team member has their own responsibilities and their own strengths, and together we create a powerful team who support one another each and every day.”

After a decade, Kristi transitioned to ownership—though it was a nerve-racking process. “My biggest fears centered around managing the financial and banking aspects, which can be overwhelming,” she says. “I also worried about whether I could support my staff and if our customers would embrace this change—after all, Marlene left some big shoes to fill.” Yet as Kristi found her footing, everything fell into place.

Kristi has stayed true to Sweet William’s philosophy while carefully evolving through time. While keeping several key designers, she’s introduced edgier collections to the store. “I love the attention to detail, something a little different or unique that sets us apart from other stores,” she says. “That’s what draws me to a designer.”

Furthermore, she’s integrated social media into her operations. “This has changed the way we do business immensely and has become such a valuable source for us that we hired a social media manager,” she says. “My intent is to keep evolving with the times.”

Kristi also has had the heartfelt opportunity to get involved with various organizations throughout the years. “I feel extremely proud of how I can now help certain charities and those in need,” she says.

Through the evolution, the Sweet William brand has been carefully defined while keeping its core values. “It’s a lifestyle brand of expertly curated collections where you can shop in a relaxed atmosphere and receive one-on-one customer service,” says Kristi.

Sweet William’s customer service extends far beyond its doors, setting it apart from big-box retailers. Kristi is dedicated to offering exclusive and unique lines each season. “While e-commerce makes it nearly impossible for any brand to be entirely unavailable, we do carry a few designers that can’t be found elsewhere in Illinois and are hard to track down online,” she says.

For brands that are stocked at stores like Neiman Marcus or Nordstrom, Kristi takes a tailored approach, handpicking selections to avoid duplication styles from those retailers. “Our relationships with designer agents and showrooms are key,” she says. “They understand our approach and work with us to provide an exclusive shopping experience that reflects our vision.”

When heading to fashion week and buying trips, Kristi brings more than just a budget and sell-through reports—she also takes a list of customer preferences. “Knowing what sold last season, what didn’t, and why, is important,” she explains, “but the most important thing I keep in mind is our customers and their requests. We actually mention specific clients during the buying process, choosing pieces with them in mind, and reach out to them six months later when the garment arrives.”

Establishing this level of trust with her customers, Kristi has introduced many different designers, brands, and styles to the store, keeping her customers in touch with the latest, most unique trends. “A new line has to resonate with me before I consider it,” she says. “Often when I find a new designer, I will look at it one season and then revisit it the next season to see how the line evolves from season to season before committing to it.”

One key component to sourcing and buying new lines is taking one of her in-house stylists with her to fashion week. “If they feel the same way I do, I am even more confident the new line will be successful.”

Kristi also incorporates her personal styles when buying for the store. “I love fashion, and I love everything about it,” she says. “Dressing up, dressing stylish, and dressing current makes me feel confident and this is what influences my selection of what we offer.”

Although Kristi and her team always consider their own expertise, trust that their inspiration also comes from their customers. Kristi and her team listen to their customers’ recommendations to help discover new designers, too. “Their suggestions are incredibly valuable,” she says. “They trust us, and we trust them in return.”

Kristi is reminded of Sweet William’s impact on customers when they share their memories of their first visits to the store. “They even remember the first outfit they purchased 35 years ago,” she says, “and some still own those pieces today. We’re fortunate to have such loyal customers, many of whom have been with us since the very beginning.”