Two years ago, Mackenzie Gaines opened her first BelleEve Boutique location in Montgomery City.

After seeing that store become successful, Gaines made plans over the summer of 2024 to open another location.

“We thought it would be a good opportunity,” Gaines said.

So Gaines opened her second BelleEve Boutique store at 227 East First Street in Hermann on Sept. 14. It is located in a busy area that includes many restaurants and shops.

“We saw this building become available and we wanted it to be a really good opportunity to expand the business,” Gaines said. “That’s why we were kind of excited. The Montgomery community has been so good to us. It’s really been great getting to meet new people. It’s been really fun there. So I’m excited to do the same thing here, be able to meet more people and just have another community.”

Gaines said the Hermann location has been getting a strong turnout after a month.

“It’s a great spot,” Gaines said. “I think it’s great for everybody. There are a lot of tourists who come up and down here, but it’s great for the locals, too. It’s close for them so they can come and shop, too. We picked a good spot for both of them.”

Both BelleEve Boutique stores in Montgomery City and Hermann sell women’s clothing, décor, jewelry, accessories, purses and shoes.

“I have different inventory at both stores because I want people to be able to shop at both stores,” Gaines said. “We’re close enough. I have enough local people who I want them to be able to shop both.”

The Montgomery City and Hermann locations are open from 10 a.m.-5 p.m. on Thursday, Friday and Saturday. The Hermann shop is open on Sundays from 10 a.m.-2 p.m.

“Right now, I have help in Montgomery,” Gaines said. “I will float between the two stores long term. Right now, I’ve been here (at Hermann) to get it up and running. But I really want to float between the two stores, so I’m at both locations. I get to talk to everybody. I’m still very much involved in what people are liking and what they are buying.”

Gaines opened her first BelleEve shop in Montgomery City at 104 W. 2nd Street on March 12, 2022. County Floors and More was located there for many years before it closed in September 2019. The store is named after one of Gaines’ children, Lexi, whose middle name is Belle.

“I really appreciate all of the community support in Montgomery,” said Gaines, who lives outside Shamrock in Callaway County, but has a Montgomery City address. “Montgomery has been really good to us. It’s going really well in Montgomery.”

A 2013 Montgomery County High School graduate, Gaines worked as a registered dental hygienist before deciding to become a stay-at-home mom and entrepreneur. She started an online store that sold clothing and jewelry in 2019.