By Kate Bartlett
Rustique by Ashley recently opened a second location in the village of Ellicottville at 26 Monroe Street. The boutique offers stylish women’s apparel, accessories, home decor, custom Ellicottville items, and Buffalo gear, expanding from its original location in Hamburg. Started from a passion for flipping furniture, the shop blends modern style with rustic charm, featuring trendy clothing and unique home goods.
Owner and founder Ashley Hoelscher grew up in Eden, New York, on a dairy farm as one of five siblings. “Growing up in a hardworking, close-knit family shaped who I am today and gave me a strong work ethic from an early age,” explains Ashley. “I’ve always been a country girl at heart and have a deep appreciation for small-town communities and the connections they create.”
home décor, and accessories. They also offer Buffalo and
Ellicottville-themed clothing, all of which is custom designed,
printed, and pressed by Ashley and her team. Rustique by
Ashley is located at 26 Monroe Street in Ellicottville, where
Gado-Gado formerlly was located.
After graduating from Eden High School, Ashley went on to college where she earned a degree in event planning. She began her career in the hospitality industry, working at a hotel before spending several years managing a spa and salon. “These roles helped me develop strong organizational, leadership, and customer service skills that serve me to this day.”
During COVID, while still working at the spa, Ashley pursued her passion of flipping furniture. What started as a creative outlet quickly grew into something more, and she found herself staying busy with projects and building a following. In the fall of 2021, Ashley heard of a vacant space available next to a friend’s barber shop and decided to take a leap of faith. On December 10, 2021, Ashley officially opened the doors to her first store at 236 Buffalo Street.
Ashley has always appreciated small boutiques and shopping local. “To me, small businesses are truly the heartbeat of a community, explains Ashley. “They create connection, character, and a sense of belonging. I’ve always been a big boutique shopper myself, and growing up I often said how much I would love to own a boutique one day.”
The Ellicottville shop has a very cozy, welcoming vibe. “It is exactly what I envisioned from the beginning. When I first saw the space and the exposed brick, I knew I wanted to create a cozy courtyard feel. We strung lights across the ceiling and kept the design simple with neutral tones, black, white, and warm wood, while staying true to my rustic style.”
To keep continuity between locations, Ashley incorporated signature elements from the Hamburg shop including hanging chairs on the walls and deer mounts from her family. “I wanted the spaces to feel connected while still allowing the Ellicottville location to have its own charm,” describes Ashley.
Rustique by Ashley carries a wide selection of apparel, jewelry, home décor, and accessories. They also offer Buffalo and Ellicottville-themed clothing, all of which is custom designed, printed, and pressed by Ashley and her team. “We are proud to provide customers with unique pieces they won’t find anywhere else.” Soon, the shop will also offer furniture for sale. “The pieces I flip will be featured throughout the shop as displays, and customers will be able to purchase them right off the floor.”
Since opening in early December, Ashley has felt warmly welcomed in Ellicottville. “The response has been better than I imagined. We’ve had a steady flow of customers, and it’s been so rewarding to welcome both visitors and locals into the shop. Seeing people connect with the store and the products has been incredibly exciting.”
Ashley has long loved visiting Ellicottville in every season, and opening a store here felt like a natural next step. “Ellicottville has always had a special energy, and becoming part of the business community has made it feel even more like home. The town truly has that small-town feel I love so much, and I’m really happy we ended up here.”
Looking ahead, Ashley is excited for the upcoming year, watching how everything continues to grow. She is looking forward to being a part of the Ellicottville community, and participating in the year-round events. “We’re truly just excited to be here and grateful to have a second location in a place we absolutely love.”
Like any small business, the journey hasn’t always been easy and has come with its share of highs and lows. “We opened our first location in Hamburg on December 10, 2021, and in January 2025, we moved into a larger space there — a milestone I’m incredibly proud of. I truly believe everything happens for a reason. I know my family members who are no longer with me have been watching over me and gave me the push I needed to keep going. Today, I’m incredibly thankful for the support, the growth, and the opportunity to keep building something I love in communities I’m excited to be part of.
For more information, visit Rustique-by-Ashley.square.site and follow on social media. Watch for upcoming events including sip-and-shops, girls’ nights, and Sunday morning shopping events.