Shhh Boutique boast that it is “where the best fashions are kept secret”. But the store itself is also somewhat hidden, tucked away off Hope Road and its 24-hour traffic.

“Prior to opening the store, I operated as a personal shopping stylist and went by the name Mr Secrets”, said Durren McLean, the store’s owner. He got the nickname from selling products by Victoria’s Secret, the popular lingerie brand.

Shhh Boutique is the ninth nominee in the Observer’s Mogul in the Making start-up programme. It also received the most nominations during the period for submissions.

Opening a clothing store seems to be the latest fad, but McLean hasn’t allowed that to deter him, using sales promotions to grow his customer base, which began with those he previously shopped for personally.

Opening in December, 2010, Shhh soon had to move from its Shortwood Road location because of limited space for its large clientele, McLean said. This was yet another “progression” as he had previously outgrown the back of his van, he joked.

“Shoppers always hate going on the plazas because they can never find their size, something they like or a good price. I came up with this store to solve all those problems.”

“The response has been tremendous”, he said, adding that, Shhh has recently moved into shoes and make-up.

One of the main selling points has been the affordability of the quality clothing and accessories that are stocked, he said. Shhh now sells local apparel, a recent move that was done to “give variety” and support the “Buy Jamaica, Build Jamaica” campaign.

McLean admits that he knew little about what he was doing when he began just over a year ago, but that “once a challenge presents itself, you just put your head to it and get past it”. He hopes to open another store, this one for children and teens.