Today we’d like to introduce you to Carlee Quimby.
Hi Carlee, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Early 2025 dutton + co officially launched as a small, completely online storefront with graphic tees and sweatshirts, plus a handful of home goods and decor. Each item was designed by me, but was produced and shipped from various facilities across the country.
I’ve always decorated clothes for special events, and with friends for fun — from puffy paint and glitter, to using a cricut for custom vinyl decals and even iron on patches. I have always been the friend to call for custom crewnecks and adding silly sayings to tees. The idea for the business came as I was feeling stuck in an 8-5 office job, and felt a pull to be creative in some way. A little dream to make my own designs, reach more people, and have fun.
I started dutton + co, named after my sweet Aussies — Dutton + his brother Murphy (who keeps him company), with just a few designs posted on instagram and a few online selling platforms. At the beginning, I was too shy to post photos and videos of myself, and mostly shared mock-ups and some clothing just on a hanger. The majority of my friends and family didn’t even know the business existed for the first few weeks. I had no clue what I was doing, or where I was going, just started learning what worked and didn’t work as I added more listings, and gained more visibility. Eventually, having a faceless brand felt inauthentic and it became clear that I needed to grow into a more physical presence. On my thirtieth birthday, I launched “the new dutton + co” — a completely new site, tees and crewnecks made by me on the spot, accessories, cute two piece sets, and trucker hats. CYO (Create Your Own) was born, and my business completely changed. Friends sifted through designs that I premade, and chose their base tee or crew and I ironed the pieces they selected right there. The clothes were in cardboard boxes in my yard, and the designs were all stacked and stuck together in a bowl. I didn’t have a hat press yet and was crushing all the hats — the day was simply a mess, but everyone loved CYO, and we all laughed a lot.
I started showing up online, sharing more of the real life behind the business, and chatted to the camera like I was yapping with my bestie, Little by little, my page was getting more views. Friends of friends were reaching out for custom pieces. I started connecting with other small businesses in the area and was loving learning from them, and bouncing ideas between friends. Before long, I was hauling tables, racks, clothes, my heat press, and anything that could fit in my car around the area for pop-ups. From friend’s businesses to vendor booths, learning as I went — making a million mistakes and thinking I was doing everything all wrong every time. I questioned myself more times than I could count, but found a community that kept showing up for me and worked through so many late nights to transform all the crazy ideas into reality.
Small businesses are so magic. The heart and time that is poured into every little detail is incredible. Our little corner of Minnesota is loaded with small businesses, and the community is so supportive and so welcoming. Every event, even every conversation with other small biz owners, led to more connections — and even more friends. These connections led me to Just Peachy Boutique and Gift, a small storefront in Central MN with various vendors. A little space of my own to showcase my finds and items designed by me.
Today dutton + co is inside two physical locations in the Saint Cloud area, and popping up a few times a month with the CYO Trucker Bar, and the recently added CYO Charm Bar. While pop-ups focus on trucker hats and accessories, the boutique locations are stocked with clothing and other fun finds, and custom clothing is available by request.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Like other new business owners, obstacles I’ve faced were inventory management, pop-ups, and learning how to run a business — taxes haven’t ever really been fun for me, but hands down, the biggest challenge was getting out of my own head. For a long time, I thought everything had to be perfect. I believed every photo needed to look professionally styled, every post needed to be aesthetic, and every piece of content needed to fit into some perfectly curated brand. I spent so much time worrying about how things looked that I almost forgot why I started in the first place.
Over time, I realized that the posts people connected with most weren’t the perfect ones. They were the real ones. The videos where things didn’t go as planned, the behind-the-scenes moments, the stories from pop-ups, the messy worktables, the dogs wandering into photos, and the little pieces of everyday life that make this business what it is. The more I stopped trying to be what I thought a boutique owner should be and started showing up as myself, the more dutton + co truly began to grow.
Today, this business feels like an extension of who I am — creative, a little imperfect, community-focused, and built with a whole lot of heart. Looking back, I’m grateful for that lesson because I learned that people don’t connect with perfection, they connect with authenticity, and the best thing I’ve ever done for this business was simply letting it be me.
Appreciate you sharing that. What else should we know about what you do?
While dutton + co is a huge part of my life, it’s not the only hat I wear. During the day, I work full-time for a local equipment finance company that truly feels like family. It’s a place rooted in faith, strong values, and the belief that doing the right thing matters — for both employees and customers. I’m grateful to be part of a team that leads with integrity, supports one another, and genuinely cares about the people behind the work. I feel so lucky to work somewhere with values that align with the way I run my own business, too. Whether I’m working with customers at dutton + co or collaborating with colleagues during the day, I believe relationships come first, kindness matters, and success is always sweeter when it’s built the right way.
I’ve always been told that I think differently, and I carry that into my office — I always strive to bring creative solutions, fresh ideas, and streamline processes where I can,
How do you think about happiness?
The things that make me the happiest are effortless, everyday moment that make my life feel full. I’m happiest when I’m laughing with my boyfriend, Michael, chasing around our crazy dogs, and catching up with friends. I love Minnesota, and all it has to offer, from lake days to snow days — there is truly nowhere else that feels like home. The best things in life are simple: good people, wagging tails, cozy sweatshirts, and Diet Pepsi.
Contact Info:
- Website: https://shopduttonco.square.site/
- Instagram: https://www.instagram.com/shopduttonco/
- Facebook: https://www.facebook.com/profile.php?id=61578965657907
