With Sioux Falls move, retail leader brings high-profile fashion industry experience home

Kayla Kruse grew her young fashion career with guidance from no less than one of the biggest style icons of the early 2000s.

It was 2019, and Kruse, who grew up in Lennox, was just starting in the industry after a move to Minneapolis.

“I’ve always liked a challenge and have liked to push myself to do something I haven’t done before,” said Kruse, who originally planned to be a college athlete until an injured knee sidelined her.

She shifted to pursue the fashion industry, earning a marketing and business degree from USD while taking her college classes in Sioux Falls and adding fashion classes available through SDSU.

But after a first job at a Sioux Falls-based boutique, “I moved to Minneapolis, and that’s really where I fell in love with the fashion industry,” Kruse said.

While her first job was a guest engagement manager role at apparel retailer Altar’d State, it was in the Mall of America, “and I like to gab, so I decided I was going to meet everyone in the Mall of America office, and I became pretty close with the marketing team,” she said.

That team was working on pop-up concept stores to drive additional traffic to the mall and was looking for someone to help open the next one — featuring actress Sarah Jessica Parker of “Sex and the City” fame.

“I was lucky enough to be that person,” Kruse said. “I traveled to New York City for some time and learned different manufacturing techniques and how to plan PR events, and then just in general how to set up a store and be successful.”

She worked directly with the actress, coordinating her appearances at the store and helping oversee two custom shoe projects.

“When she did an appearance at the Mall of America, I don’t think I’ve ever seen so many screaming women in my life,” Kruse said.

“It was the coolest experience, and she’s been my best mentor in the entire time I’ve had the chance to work in business. She’s super-kind and very down to earth and gives great advice. I’m truly grateful to have her knowledge of the fashion industry and for her being able to whip me into shape as a South Dakota girl from a town of 1,500 to New York City.”

When the pop-up concluded, after drawing 25,000 guests, Kruse’s work earned the attention of upscale retailer Aritzia, which hired her as an associate manager.

“I moved to Chicago for several months to learn their business, which was like a college crash course but was one of the most exciting things I’ve done,” she said. “You meet so many cool celebrity clients, and I had great luck connecting with many of these and was even able to do some styling on my own during that time.”

Then, the COVID-19 pandemic hit. By 2021, Kruse decided it was time to return to South Dakota.

“I always had a feeling in my heart I would move back, and it felt like the perfect time,” she said. “The world is so unpredictable, and I wanted to be closer to my family.”

She became the store manager at Riddle’s Jewelry — a role she held until earlier this year when she became operations manager at Faini Designs.

“I’m really able to bring every single skill I’ve learned in 12 years to what I’m doing now,” she said.

“They were one of the first-ever jewelry stores in Sioux Falls, which was very appealing to me, and I’m doing the busy, custom design work and still doing a lot of engagement ring designs. It’s exciting to bring my knowledge of different types of fashion and business operation to help the store be successful.”

In returning to Sioux Falls, “I was mostly impressed by how the arts had grown since I left,” Kruse said. “We always had SculptureWalk when I was here, but now there are more boutiques, pop-up businesses, so many cool different restaurants, med spas and beauty salons. Startup Sioux Falls is downtown, and you can go as a creative and meet other people, and I’m just really impressed by how the creative community has come together.”

She has embraced local music fests, makers markets and the downtown scene.

“It’s so fun to be around people into the same things as you but also see Sioux Falls grow into a place that is super-inclusive and has something for everybody,” Kruse said.

“My company and its family ownership are great, and the people in Sioux Falls are amazing. You really take that for granted when you go out and try someplace new.”

Kruse’s experience is consistent with other South Dakota natives who move back, said Denise Guzzetta, vice president of talent and workforce development for the Sioux Falls Development Foundation.

“Kayla has grown such an impressive career, but now she’s able to find both professional fulfillment and personal satisfaction by returning to live near family and leverage her skills to find new opportunities here,” Guzzetta said. “We find people who grow up in the Sioux Falls area are amazed by how it’s grown and the quality of life we offer.”

For Kruse, “moving back, it’s been easier to find my group of people, especially with all the cool growth that’s happened here,” she said. “I’m excited to see what happens and let the universe take me on this journey. I won’t be moving again.”

Are you ready to connect with opportunities waiting for you in Sioux Falls? Email deniseg@siouxfalls.com to learn more.