article by Jessica Renstrom | photos by Arianna Skoog

This month, Veldt Clothing marks its two-year anniversary, a meaningful milestone for owner Lauren Perry. When Lauren opened the doors of Veldt, a charming women’s boutique in Shiloh Commons, she was stepping into a vision that had been quietly taking shape for years.

Lauren has always been a hard worker by nature and enjoys staying busy. “I was a stay-at-home mom for eight years,” Lauren shares. “And before I was a stay-at-home mom, I always worked two to five jobs. I just always worked all the time.” That same drive naturally carried into another part of her life that continued to grow over time: her love of fashion. Despite her self-described tomboy style as a child, Lauren became passionate about fashion in high school. Before opening her storefront, Lauren spent years running an online boutique from home, creating a space where friends could shop and try on pieces in a comfortable, personal setting. What began as a side venture gradually grew into something more, offering both creative fulfillment and a renewed sense of purpose after years at home with her children.

"I just like to make people feel good in clothes that fit them and the body they have right now."

-Lauren Perry

When her husband sold his company and retired, Lauren sensed a shift. She noticed a gap in the local clothing market for pieces aimed at women in their mid-30s and decided to leap into closing that gap and pursuing fashion full-time: “In January of 2024, I told my husband, ‘I want to open a boutique.’ Within a month, the lease was signed. It was very fast and furious once I decided that we were going to do that.”

Since then, Lauren has been very intentional about creating an environment inside Veldt where women can feel calm and at peace. “Sometimes people walk in and just say, ‘Oh my gosh, this is so light and airy.’ It makes you feel good when you walk in because it’s not cluttered.” That feeling is certainly not accidental. Inspired by Scandinavian design, the boutique features natural textures, muted tones, and thoughtful details like pampas grass, seashell accents, and clean lines that invite women to slow down and focus on how they feel in the clothes they’re wearing.

The space itself reflects that attention to detail, with thoughtful and unexpected elements woven throughout. Even the dressing room curtains carry a unique story, repurposed from Justin Timberlake’s former home, adding a subtle layer of personality to the boutique.

Veldt has carved out a distinct place in the Billings retail scene by appealing to a wide range of women. The boutique brings together styles that resonate across generations, creating a shopping experience that feels approachable and inclusive. That sense of connection is reinforced through attentive customer service and a genuine focus on how each woman feels when she leaves the store. The pieces Lauren curates reflect both style and intention. From customer-favorite denim that keeps shoppers coming back, to unique offerings like Winifred Jewelry, Veldt provides options that feel both elevated and accessible.

As the only store in Billings to carry the repurposed designer jewelry line, the boutique offers something truly one-of-a-kind to its customers.

For Lauren, Veldt’s influence extends well beyond fabric and fit. She has a strong desire to uplift the women who wear her pieces within our community. For example, every Christmas season, she teams up with a local nonprofit to provide gifts for low-income pregnant women in the area. “I just feel like these women are part of a forgotten group.” Her aim is clear: “just make them feel loved and seen during the holidays, which can be a really hard time for some people.”

That same heart for giving back continues through thoughtful initiatives like the boutique’s annual Angel Tree, where participants share a bit about themselves so gifts can be selected with care and intention. It is one of the many ways Veldt stays connected to the community it serves.

Year-round, Lauren aims to help all women feel confident in their ever-changing bodies: “I just always want people to feel good about themselves, and especially where they’re at with their bodies. Everybody has a different journey of where they’re at, whether it’s being shaped by motherhood or health reasons.” Lauren explains. “I just like to make people feel good in clothes that fit them and the body they have right now.”

Being part of the Billings community has played an important role in Veldt’s growth, with strong local support helping shape the boutique into what it is today.

As Veldt celebrates its two-year anniversary, Lauren is inviting the community to be part of the moment. On April 25th from 9 a.m. to 4 p.m., the boutique will host a special anniversary event at its Shiloh Commons location. It is a chance to step inside, shop, and experience the calm, welcoming space she has created, while celebrating both how far Veldt has come and what lies ahead.

Originally printed in the April 2026 issue of Simply Local Magazine

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