Jun. 3--Kimberly King had a long career in the fashion and cosmetic industries before losing her full-time job last October. Like many people surprised to find themselves unemployed, she decided to take her skill sets and strike out on her own.

The result is Convictions in Heber, a clothing and fashion accessories store in the Activa Plaza where the new recreation complex will be.

It's a risky thing to start a new business in the midst of a recession, but King knows her industry. She looked at who was still making money. The answer: low-cost clothing outlets like Walmart and The Buckle. She also looked at what Heber was lacking. In her opinion, that was a place to buy really cute and trendy outfits.

That's how she came up with the name for her store. To her husband Corey, who works in law-enforcement, a conviction is for criminals. To her, it's a strongly held belief.

Combining both ideas, she decided to carry clothes that are contemporary and edgy like the brands Ed Hardy, Affliction, Sinful and TapouT. She also carries tasteful and traditional items that evoke confidence and good taste like silk blouses, jewelry and handbags.

Her goal is for men and women alike to find clothing in the store they can play in or wear to work.

"A theme of trendy, fun and elegant," she said.

Kimberly King's personal conviction, she said, is that one doesn't have to spend a lot of money to look really good.

Whether they're looking for something to wear on a date or to a job interview,

women today like "bling," she said. Wearing something that sparkles is popular among kids, as well as their moms who aren't ready to look old yet.

To cater to those tastes, King carries a number of things that glimmer. She adds rhinestones herself to popular items like local high school and collegiate sportswear. She carries shimmery earrings, necklaces, bracelets, broaches and key chains that she and local artists have made.

King's own business experience has predominantly been in sales and customer service, she said. That means everyone who walks through the door is catered to professionally, she said.

"I can give the best service of any clothing store around. I know every item and size we carry," she said.

Additionally, she keeps track of clients' sizes in a database in case a husband wants to come in to buy a surprise. With just a name, she knows what they like and how big or small.

She chose to open at the Activa Plaza because the front of the complex is filling up with businesses like hair salons catering to people coming to work out at the recreation complex. With something new in every week, King said her store is becoming a regular stop for people coming and going.

"Word has spread fast that we have fashionable, trendy items that are affordable. You can still buy trendy jeans," she said.

Her long-term goal is to become recognized for the unique style she emanates not just the clothing and accessories, but the unique wall treatments and furniture. King hopes to open two more stores in Utah and Salt Lake counties and perhaps even start her own denim line featuring her own designs and plenty of "bling."

Customer Kimber Crofts said she's a fan.

"It has outstanding prices and exceptional variety," she said. "It brings a whole new dimension to shopping in Heber."

To get similar clothing she used to travel long distances and pay twice as much, she said.

Corey King said opening a new store in this economy wasn't easy, but that they'd rather take the risk than always wonder what would have been.

"Neither of us are the type to sit by the wayside and watch stuff happen," he said.

Convictions

345 West 600 South Heber

671-6589

<< -- 06/04/2009>>