Illinois Retail Merchants Association Honors Personal Touch Boutique of East St. Louis as 2025 Retailer of the Year
CHICAGO — The Illinois Retail Merchants Association (IRMA) proudly honored Personal Touch Boutique as the 2025 Illinois Retailer of the Year during the group’s 68th Annual Meeting held Thursday at the Palmer House Hilton Hotel. Personal Touch Boutique, a cornerstone of East St. Louis since 1994, has grown into the city’s only locally-owned men’s fashion retailer, offering everything from suits and shoes to hats and jogging sets. Owned by husband-and-wife team Derrick and Bernita Maxwell, the boutique has been recognized for its quality menswear and decades of service to the community. While firmly rooted in East St. Louis, its loyal customer base extends far beyond Illinois, with shoppers traveling from across the country and ordering online to find unique, hard-to-find styles. The Maxwells’ journey as business owners has not been without obstacles, as East St. Louis has long struggled with declining population, high crime, and economic hardship.
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