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WASHINGTON – Today, U.S. Senator Jim Risch (R-Idaho) senior member and former chairman of the Senate Committee on Small Business and Entrepreneurship, announced the selection of 44 East Boutique in Meridian as the Idaho Small Business of the Month for January 2021. 44 East will be recognized for its contribution to the Meridian community in the Congressional Record of the U.S. Senate. 

Prior to opening 44 East, Cheryl Jones and daughter Kayloni Perry shared a passion for crafting gifts and home decorations for friends and family in the Treasure Valley area. Having received positive feedback from their close-knit network, the mother-daughter pair opened 44 East Boutique in downtown Meridian in 2017. Since the store’s opening, it has developed a reputation for its exceptional service and its unique, curated array of products and home décor items. The owners take pride in supporting their local business community by sourcing one-of-a-kind and specialty products from other small businesses in the Treasure Valley and Pacific Northwest.

Like many small businesses in Idaho, 44 East experienced hardships beset by the COVID-19 pandemic and faced an uncertain future. In the face of adversity, Cheryl and Kayloni adapted their business model and began offering their products virtually through a social media campaign dubbed “Live at 5 to Survive.” Loyal customers soon began attending the virtual sale, and business boomed. Thanks to their “Live at 5 to Survive” campaign, 44 East has weathered pandemic-related challenges and grown its customer base considerably.

“Since its founding, 44 East has become a mainstay in the Meridian community,” Risch said. “Their ingenuity to overcome adversity is a testament to Idaho’s entrepreneurial spirit.”

“Congratulations to Cheryl, Kayloni, and all of the employees of 44 East Boutique on being selected as the Idaho Small Business of the Month for January 2021,” Risch continued. “You make our great state proud, and I look forward to your continued growth and success.”

Background: Idaho is consistently ranked one of the best places in the country to do business. Each month, Senator Risch selects an Idaho small business that exemplifies the Idaho values of hard work, entrepreneurial spirit, and exceptional commitment to community.

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