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AIMEE HOFFMANN: My sister and I had many conversations about
denim and how it was so hard to go to one place and find
the perfect pair of jeans.
Hem is located in Austin, Texas.
We're right downtown on 12th and Lamar.
At Hem, it's about aligning the perfect pair of jean for
whatever body type you have.
LOREE MASSOU: So when you come in, we'll
ask a couple questions.
We have an in house tailor, if anything needs to be tailored
to you specifically.
But it's just about making it as easy as possible, and
finding that perfect pair for each person.
When we first started the store, we realized after going
to markets and trying to shop for different lines, that
everyone wants to know about you.
And you're going to New York and LA, and you're telling
them about your business.
But they want to see it for themselves.
So we knew instantly we were going to have to start a
website, which made it so much easier to get lines into our
store that were probably difficult for a lot of new
stores to get in, at first.
AIMEE HOFFMANN: Some of our customers that had never been
in the store before and did go online and found us online,
have since become our best customers.
Denim fanatics.
People that can not get enough of our product.
LOREE MASSOU: A lot of people these days don't get on their
phones and look through a phone book anymore.
They get online.
And they're trying to figure out, OK.
When is this store open?
What are their hours?
What do they do?
Let's just say that I can't imagine being in business and
not having a website.
I just can't.