Pure Fox: Sustainable Successes

ALICIA HOCKE USES PERSONAL EXPERIENCE AND ENTREPRENEURIAL DRIVE TO HELP OTHERS LIVE CLEAN

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.

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.

Alicia Hocke arranges a display in her downtown Rapid City store, Pure Fox.

Photo by Shiloh Francis

Pure, she said, comes from her clean products, and Fox, because you can look good, but also be cunning, clever and wise.

Only a few months after opening her brick-and-mortar store, Alicia was plunged into navigating a new business during a historic pandemic. Something, she said, actually helped her. “I think being naïve was the best thing for me. I didn’t know what normal was,” Alicia said referring to daily sales and traffic. Another benefit was she already had an online presence with Pure Fox.

However, like many, Alicia pivoted her business to meet the needs of her customers. She did curbside pickup, online orders, and even brought products to a few doorsteps. “Even though it was a pandemic the community really supported small businesses; it really gives you hope,” said Alicia who proudly posts a sign “All Are Welcome. Just be a Good Human.”

While Pure Fox was the first business Alicia started from scratch, it was not her first adventure into business ownership. At 22, when most people her age were going to college parties and worried about final exams, Alicia had a successful business, staff and was a leader in her community.

During her sophomore year at Black Hills State University, Alicia had an opportunity to buy Pet Paradise, a locally owned pet store that she worked at since she was 17. The owner planned to sell the business and asked if Alicia was interested in buying the former Baken Park store. Growing up in a family of entrepreneurs, her mother owns a property management company and her father recently retired from his own cabinetry business, Alicia decided to quit school and buy the pet store.

“It was a massive learning curve. I had to work a lot of hours and had a lot to learn about animals.” However, with the support of her family and friends, Alicia owned and operated Pet Paradise for 11 years. Struggling to compete with the new chain stores, Alicia decided to close her doors after more than a decade.

She worked in real estate as well as accounting before finding her way back to owning a business. Alicia has enjoyed being part of the downtown business community and working with other owners to attract more people to shop locally.

While Alicia has some future business goals including the possibility of a second location, she is currently satisfied in the fact she is making a difference by providing a cleaner option to shop.

605 MAIN ST, RAPID CITY, SD 57701