STORY BY MICHELLE PAWELSKI // PHOTOS BY SHILOH FRANCIS
sustainable successes ALICIA HOCKE USES PERSONAL EXPERIENCE AND ENTREPRENEURIAL DRIVE TO HELP OTHERS LIVE CLEAN
The Rapid City native, and now mother of two boys, did her own research and learned certain chemicals caused disruption in hormones. That knowledge and her innate businesses savvy led her to open Pure Fox, a downtown lifestyle store focusing on clean and ethically sourced products. “One day I told my husband, ‘I should open a store that focuses on non-toxic products and share it with everyone.’”
And that is exactly what she did. While the idea was planted nearly a decade ago, it was 2018 when Alicia’s idea came to fruition. For a year, Alicia operated Pure Fox as a pop-up shop, attending local craft fairs and other events. She found her permanent home when a storefront on Main Street opened in 2019. Pure Fox features a variety of products including clothing, accessories, housewares, candles, lotions, and perfume. Alicia vets each company to make sure they meet clean standards, including the Global Organic Textile Standards, and follow fair labor practices.
elevaterapidcity.com
When Alicia Hocke and her husband Garlet struggled to have a baby, Alicia analyzed her daily routine from the food she ate to the beauty products she used.
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