Born in Rochester, New York, Why Not Boutique ownerJennifer Dutkowsky had the unique opportunity to travel the country and the world and by age 18 had lived in 6 different states and a foreign country. Along the way she experienced the tropical beauty of Saipan and Phuket, the clean, modern industry of Tokyo, Japan, the vast, flatness of Nebraska, and just about everything in between. While a love for the great outdoors didn't grow from these experiences, a passion for preserving the environment did, all which was cemented in the earthy-crunchy environs of Amherst, Massachusetts where unique, indie businesses lined the streets and every square inch of her gross, college apartment was cleaned with eco-friendly vinegar and tea tree oil.

Armed with a history degree and an independent attitude Jen made her way down to Tampa where she somehow ended up in Finance. She quickly began to crave the freedom and creativity she knew as a child and from there Why Not Boutique was born. Put together in three quick months and armed with no retail experience, Why Not opened its doors to the growning green community in Tampa in November of 2008.

In May of 2010, in the midst of a continued economic recession, Jennifer made the tough decision to change her business model. The idea was to still provide Tampa with the green products they had come to know and love, but to also be more flexiable when it came to product selection. And so a new era in Why Not Boutique's short history began, one that included an increased amount of clothing made in the United States, more Fair Trade products, and welcoming Sweet Emotion Boutique into the space all of which has led to a brighter more cheery future for Why Not Boutique!