If you’ve ever wandered Fargo with a desire for something fashionforward but approachable, odds are you’ve passed through the doors of Proper, Teresa O’Day’s thoughtfully curated clothing boutique. More than a store, it’s a style haven built from scratch by someone who didn’t just dream of opening a boutique— she transformed it into a thriving reality.
“Growing up here, there weren’t many clothing stores outside the mall or Target,” O’Day said. “My sister and I always loved clothes, and we were just itching to have something like this in Fargo.
To South Korea and Back
After graduating college and feeling uninspired by the idea of a nine-to-five office job, Teresa packed her bags and took a giant leap: moving to South Korea to teach English. Though she loved the experience of living abroad, a family loss brought her back to Fargo, and with her savings and a hunch, she launched Proper in October 2010.
“It started very bare bones,” she said. “I thought, let me try this for three years and see how it goes. That was fifteen years ago this fall.”
The boutique has been evolving ever since. What started as a tiny shop has grown into a larger downtown storefront, an online platform, and a core part of Fargo’s small business community. And while she didn’t necessarily plan on running a boutique for over a decade, Teresa also never set a limit on Proper’s potential.
“I didn’t have expectations. I just wanted to try something different and fun,” Teresa said.
Growing Pains and Grit
Building Proper hasn’t been without its challenges. Running a boutique solo means being the buyer, the marketer, the social media strategist, and the HR department—sometimes wearing all the hats before noon.
“It’s nonstop. I was just editing a reel before this interview,” she said. “You always have to learn the next thing, keep up with social media, while also doing all the back-end business stuff.”
Early on, she handled everything herself. Now, she outsources some tasks and relies on a strong, creative team to keep the shop running and the Instagram stories flowing.
“I do like getting to touch all parts of the business,” she said. “I have a scatterbrain in the best way. I like bouncing between ideas. It keeps things fresh.”
When Style Meets Sisterhood
In 2014, Teresa’s sister joined the business, and together they opened a second Proper location in Minneapolis. It was a big leap, and for ten years, the sisters ran both shops as co-owners. But in 2024, her sister stepped back to focus on family, and the Minneapolis location closed.
“It was a lot of change all at once,” Teresa said. “Closing the Minneapolis shop, running Fargo on my own again, and moving our store one door down into a much bigger space caused a bit of stress.”
Despite the whirlwind, she’s found a rhythm again. The new space gives the team more room to create, and many of their Minneapolis customers still shop online, helping Proper maintain a strong customer base beyond state lines.
Threads of Advice
To others looking to break into the business world, she encourages seeking support. “Reach out to people who can advise you. I was lucky to have family in business—my mom, my dad, my aunt. I learned a lot from them. And be open to bumps in the road. Things change; you have to be willing to go with the flow.”
That kind of flexibility, she says, is one of the keys to her success. The retail world has changed dramatically in the last decade, and Teresa has adapted every step of the way.
“Every few years, there’s a new challenge,” she said. “But I still love it. It doesn’t feel like work, it’s fun.”
A Life Beyond the Boutique
For all the time she devotes to Proper, Teresa makes space for other passions. Each week, she volunteers at Cat’s Cradle, a local cat shelter.
“I really love spending time there. I love to travel and enjoy the outdoors when it’s nice.”
Though she jokes about how far back 2010 now feels, Teresa shows no signs of slowing down. Her boutique continues to evolve alongside her, always fresh, always authentic.
“It’s been a fun ride,” she said. “And I’m still having fun. That’s what matters.”
In a world where trends can change in the time it takes to refresh your feed, Teresa O’Day has built something that lasts. Proper is more than a boutique— it’s a reflection of grit, grace, and the pursuit of dreams.
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