UMATILLA, Ore.-C2 Fashion inside the Umatilla Business Center has been open for almost a month now, providing an affordable, local option for fashion apparel, shoes and accessories for men and women.
“We bring city trends to the small town for those who want options to dress up,” said Coli Amaya, owner of C2. “We offer something for everyone, so they don’t have to go out of town to shop.”
Originally from California, Amaya spent parts of her childhood in the Umatilla area, as her parents, who were migrant agricultural workers, traveled to Northeast Oregon during harvest time.
“I remember the old hotel down the street was my backyard,” said Amaya. “I never imagined I’d be back here running a business someday.”
After 13 years in Texas, Amaya, a Registered Cardiac Sonographer (RCS), moved back to Northeast Oregon to work at Good Shepherd Health Care System (GSHCS).
“I remember the good work/life balance my parents had in this area,” said Amaya, of the decision to move back.
Amaya started doing permanent jewelry, clasp-free anklets, bracelets, or necklaces spot-welded onto the customer, as a hobby a few years ago.
“At first it was just a hobby for myself, my family and friends,” said Amaya, who then started selling her jewelry at area markets, pop-up events, and online, before combining it with fashion to start her business.
Umatilla Business Incubator Program
After selling at markets and pop-ups for about a year, Coli was ready to turn her hobby into a business.
“When I get an idea, I don’t let it go,” said Amaya. “Sooner or later, I make it happen. I researched how to turn a hobby into a profit, then I heard about the business incubator program and it’s perks and said, ‘yes, please-I’m ready.”
The Umatilla Business Center, which opened in May, offers incubator spaces to small businesses with below-market value leases for terms of one to three years.
For the first year, rent is 30 percent of market value, then 50 percent for the second year, and 70 percent for the third year.
The application process for the incubator program in the new Umatilla Business Center included an interview and sales pitch, and Coli had to explain how C2 would utilize the space and what she hoped to achieve with the business.
“I think they were very impressed with the unique concept,” said Amaya. “Umatilla is growing, and this is something they haven’t had. We want to grow with them.”
C2 Fashion
C2 Fashion offers modern, streetwear-style clothing, formal, professional and business attire, as well as luxury clothing, accessories, and a permanent jewelry bar.
In addition to being an affordable, local option for fashion, Coli prides herself on the level of service she and her team offer at C2.
“I’m basically everybody’s personal shopper,” said Amaya. “I’m with them the whole time they’re here, and I’m able to make recommendations.”
C2 Fashion offers clothing in sizes small to 3X, and everything in the store is also available through the C2 website. Coli is able to ship nationwide, having already shipped orders to customers in Chicago, Arizona, and Texas since opening.
Family and community
Amaya runs C2 Fashion with her son, Charlie, 17, who has always had good fashion sense and helps select the men’s clothes and hats at C2, according to his mother.
“Ever since I was younger, I’ve loved the streetwear look,” said Charlie. “I know guys and depending on their age, I make sure we have clothes for everybody.”
Charlie’s duties include selecting men’s styles for the store, opening the shop, setting up displays, helping with TikTok videos to show off the clothing options, helping customers, and assisting his mother any way he can.
“This is my first job and I love it, it’s cool having my mom as my boss,” said Charlie.
Amaya also collaborates with Top Notch Boutique to offer artisan fedoras created by Elena Muñoz, of Echo, Oregon, in C2.
According to Muñoz’s daughter, Julietta Romero- Muñoz, her mother has always been in the business industry, but started creating custom fedoras, hats and caps with a wide-range of personal, customizable options, about six years ago.
“When Coli told us we were going to be in the store instead of only online or at pop-ups we were star-struck,” said Romero- Muñoz. “Being in the store brings growth opportunity, now more people can come in and see our hats.”
Amaya recently got signage and decals for C2, and business has been steady over the first month, especially during Umatilla Saturday Markets (held the second Saturday of the month from May through August).
“Umatilla is a very inviting community and they’ve been very supportive,” said Amaya. “We welcome customer feedback, but you only get that from people who have been into the shop.”
One challenge for C2 in its first month has been getting people to know that the store is open and where to find it in the Umatilla Business Center or online.
Daisy Ruiz, Social Media Coordinator for C2, is working to rectify that by producing several videos a week featuring herself, C2 staff, and showcasing the available fashions.
“The videos focus on humor and making people feel engaged and welcomed to the store,” said Ruiz. “They also promote the inventory. In every video I wear C2 clothing, so when people watch it, they know what’s available.”
C2 Fashion is located at 820 6th Street, Suite 111 inside the Umatilla Business Center and is currently open Monday through Friday from 10 a.m. to 7 p.m., and Friday and Saturday from 10 a.m. to 8 p.m.
More information on C2 Fashion is available through the boutique’s website and social media platforms, or by calling 541.370.2883.
The next Umatilla Saturday Market and Concert Series is July 11 from 4 p.m. to 8 p.m
