Chickita’s remains prominent in Benoni
When asked about the name, Modlin giggled and said that she initially chose the name Chiquita’s but the woman who drew up the registry papers spelt it wrong, so she kept the spelling.
Ladies, if you are a long-standing resident of Benoni, then you’d know the excitement of driving past in admiration or even walking into one of Benoni’s most-renowned boutiques – Chickita’s Fashion Boutique.
Founder of the Northmead boutique Shirley Modlin started with nothing but a passion for fashion, a dream to make it a success and a will to not only remind women they are beautiful but to also give back to the community.
Modlin did not study for the fashion industry. She is a prime example of when you strive to achieve your goals, nothing can stop you.
“I saw a vacancy in the Northmead Mall in 1973 and I took it – I was one of the first tenants,” the former Rynfield resident said.
“I had to borrow the capital to start my business. I started the boutique with the intention to cater for mums of the brides and grooms. I also had a shoe and swimwear range, but as time progressed I focused solely on clothing.”
The support for the boutique encouraged Modlin to open two more stores – one in Northmead called Miss Chickita’s (catered for six- to 18-year-old children) and one in Boksburg.
When asked about the name, Modlin giggled and said she initially chose the name Chiquita’s but the woman who drew up the registry papers spelt it wrong, so she kept the spelling.
The former beautician said several organisations approached in support of funding, which is when she decided to host fashion shows, of which proceeds went to the organisation.
Some organisations that benefited from the shows were Lioness Club of Benoni, Lifeline East Rand, The Mayor’s Parlour, Benoni and District Child Welfare Society, Benoni Rotary Anns Club, Hospice East Rand, Boksburg National Cancer Association and more.
“I always had the heart to help those in need. I used to visit the children’s ward at Tambo Memorial Hospital to give them gifts,” she explained.
Her fashion shows then became an extension of her passion to help others.
When she moved premises to the current one on First Floor, corner of Second Street and Ninth Avenue, she chose to close the other two branches.
Modlin made such a remarkable impact that she had buyers from abroad who ordered clothing from her.
“In 2015 I sold the business to Jenny Dharmavr and now I spend my days travelling and enjoying life,” she said.
“If you want to do something, follow your passion.”
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