The Sparrow

801 Main Avenue
Owners: Katie & James Bisogno
Established: 2005

The Sparrow

Where did your business name come from?

Originally the store was called Silk Sparrow, we decided as the new owners we wanted a more neutral name and aesthetic as we settled into our own style, as well as starting to integrate some men’s clothing into the store. We were also constantly asked where the silk was! The affectionate nickname used by employees and customers was and always has been “The Sparrow” and it was a lightbulb moment, it just seemed totally natural and fit our direction, it is also a great way to still honor the original owner and the evolution of the store.

The Sparrow

What is your business mission?

We love good fashion, and we absolutely love sharing that passion with every person who walks through our door. Our goal is to build lasting relationships with our customers and our community, we want to help everyone who comes in or shops our online store to feel more stylish, comfortable, and beautiful in their skin and confident in their clothing and accessories. We want our community to feel included in that mission by stocking, supporting, and promoting local makers and artists and strive to have as much shelf space for locals as possible. We strive to strike the perfect balance between affordable and fiercely fashionable.

The Sparrow

What sets you apart from other businesses?

We LOVE our town, and downtown Durango is a small community full of scrappy and innovative business owners, artists and creatives, culinary masters, and a whole lot of people with amazing visions. We're so thankful we're one part of this incredibly diverse group of outstanding businesses and live in a place that prides itself on a vibrant downtown full of life. Our fellow downtown businesses are our friends, confidantes, and supporters through tough times. That said, our employees are just the most incredible group of people, full of passion, creativity and the best kind of energy. We master the balance of affordability and style that makes you unique and we savor relationships with locals and visitors who come back to Durango again and again.

The Sparrow

What is your business moto or team moto. What keeps you going every day?

We love good fashion, and helping our customers cultivate their own style is what drives us every day.

The Sparrow

What advice would you give to someone opening a new business in Durango?

Go for it! After successfully starting multiple businesses in Durango the best advice we have is give it your all, and just go for it. Our town loves to support their local businesses!

The Sparrow

How do you see your company growing in the future? Anything new on the horizon?

The events in 2020 pushed us to think outside of what we knew and were comfortable with, we expanded our Men's collection and we launched our online store; both have been huge successes! It was a year that forced us to try new collaborations, products and play around with what we can do ourselves in the fashion space. This has given us so much energy for other expansions we want to make, and we cannot wait to show everyone what they are in the near future!

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