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Empowering women with style: Meet Empower Boutique owner Diana Herbert

Sweet Buffalo is all about empowering women, which is why one of our favorite clothing stores is Empower Boutique, an online based boutique that is run by Diana Herbert of North Tonawanda. It’s a pretty unique concept and we just had to learn more about why this lovely lady started this successful and inspiring business.

Sweet Buffalo is all about empowering women, which is why one of our favorite clothing stores is Empower Boutique, an online based boutique that is run by Diana Herbert of North Tonawanda. It’s a pretty unique concept and we just had to learn more about why this lovely lady started this successful and inspiring business.

Tells us about yourself. 

I went to Canisius College and graduated with a B.S. in Biochemistry. I pursued my biochemistry degree with aspirations to become a pharmacist. I was in my last year of undergrad waiting to see if I had been accepted into any Pharm D programs and I found out I was pregnant!  This was a very scary and emotional time in my life.  But it honestly made me into who I am today and I am a better person because of it. I am now a Trading Assistant at a metals trading company! I also support my husband who is a police officer and part owner of an MMA gym. Our schedules are crazy!

Why did you want to start your own clothing boutique?

When I started this business I actually was not looking to specifically do something related to fashion. My inspiration actually started from women in my life, (acquantainces, friends and family) who were running their own direct selling businesses. All the posts on social media from these women just showed so much passion, drive, and support. It really resonated with me and I was so happy to see the effect it was having on the confidence and happiness of these women. I really considered joining one of the direct selling companies but none of them made me feel passionate enough. Then it hit me! I’ve always loved fashion and always received so many compliments on my outfits. I even won “best dressed” in high school (big accomplishment, I know!) I started thinking that maybe I do know enough about fashion to start my own clothing boutique and give other women outfits to wear that get them compliments, too! From there it was history. I’m very impulsive and when I’m set on something I have to go for it.  I immediately started researching for hours and hours each week on what I needed to do to get started.


What interested you in fashion?

I knew that I would continue to be passionate about the fashion industry because it’s such a fun and light-hearted business.  I love that you can be so creative with it and use it to feel confident and express your individuality. When I started to find my items for the shop, I became even more excited. I found so much unique pieces with cute little details that would for sure get many women compliments while wearing them!  And this just played off my vision of empowering women. Since I wasn’t going to be a part of a direct selling group, where was I going to find my community of supportive women?  The fashion industry just fit in perfectly!

What do you love about owning your own boutique?

I have had countless customers tell me about how they have never received so many compliments in their life until they wore their piece from the boutique. Women empowering women in all honesty has become a bigger focus to me than the clothing itself.  I truly believe that the compliments given to and received by another women has a tremendous positive effect on their confidence and motivation. It’s a chain reaction and the cycle continues once it’s started. I believe that this can change the lives of many women to feel empowered and beautiful inside and out.  It may sound silly that it starts from just a cute shirt, earrings or scar, but the smallest things have the biggest impact in the end. These little boosts of confidence and feelings of support continuously over a period of time can have huge results.


Is it difficult to be a mom, work full time and run your own business?

It is challenging, but I wouldn’t have it any other way. I thrive in chaos! It’s what makes me feel alive. I definitely have many moments of feeling overwhelmed and stressed but I am doing all the things I am passionate about. Being a good mom is the most important thing to me and also the most challenging. My full time career and trying to grow the boutique seem so easy compared to it. I just try really hard. Every single day. I spend my time working, educating myself, being with the people I love, meeting new people and then taking peaceful moments to myself to clear out all the craziness of each day. I am really working on those peaceful moments lately. I overwork myself way too often and it catches up with me ten fold every time! I have a lot to learn about how to manage all of these things while keeping mentally and physically healthy. But just like everyone else, it’s a growth process and I get closer and closer each day!


What advice would you give to other women who want to open up their own business?

My advice to women who want to start their own business is to just do it! Don’t talk about it, don’t tell people about it, don’t listen to their opinions or concerns, etc. Just go for it! The more you sit there thinking and wondering and not taking action, the more likely you are to convince yourself out of it. You don’t have to be an expert, everyone has to start somewhere. It takes a lot of work and dedication but if you can’t stop thinking about it, you have to at least try it. Once you start a business, there are many ups and downs.  Its like an emotional rollercoaster. If you have a good support system in your family and friends, you can do it with their help! Don’t try to do it alone because you won’t get very far.  They say teamwork makes the dream work and it’s true. If I didn’t have my family to help with my son, and my supportive husband to listen to me ramble on about things he doesn’t understand, or friends who have showed up and helped with boutique events, I wouldn’t be doing this still today. Be ready to work in the middle of the night, give up sleep, give up a few social events or late night television.  It’s not easy but I promise you it’s absolutely worth it and you will never regret it!

Tell us something unique about yourself. 

Singing is one of my passions and if you ask any of my friends, they know that because I sing or rap at every single get together that’s ever taken place. I wish I had the guts to pursue it in a more professional way but I just haven’t yet! I sang the national anthem for MMA events and I sang to my husband at our wedding and those are about as serious of singing moments that I’ve had. Otherwise, I do it purely to entertain my friends!

What do you think makes Buffalo “Sweet?”

I’ve lived in the Buffalo area my entire life and I’ll never leave it. There is so much opportunity here and amazing people!  If someone thinks of Buffalo otherwise, you’re just exposing yourself to the wrong people and places in my opinion!  To be honest, I wish I explored Buffalo way more than I have. It’s exciting though in a way because I still have an endless list of things to do and places to see here for the rest of my life. It’s been exciting to see the investments and growth the city has had recently and I’m very proud to say I’m from Buffalo when traveling!

For more information on Empower Boutique, visit or “Like” Empower Boutique on Facebook. 

If you’d like to have your business featured on Sweet Buffalo, email us at to learn more. 

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