The Doc & Alice Story

Welcome! We’re Sharon and Erin, a mother-daughter team and co-owners of Doc & Alice. The Black Hills of South Dakota have so much to offer and have been a favorite vacation spot in our family for generations. In 2007 we began the tradition of the whole extended crew coming for the Sturgis Motorcycle Rally. We’re a typical biker gang – except instead of going bar to bar we go ice cream shop to candy store.

All over the Hills Mom and I would look for the “perfect” clothing store at which to stop because we LOVE fashion and we LOVE shopping. At each place we’d think, “Maybe here?” We were looking for the one with great prices, clothing and styles as unique as the Black Hills, local artists, and the not-too-touristy items that we wanted. Here and there we’d find a gem but not the whole package. Every year we’d joke, “Guess we’ll have to open it.”

In 2015, Mom and Dad had moved to South Dakota full time and ran across the ideal space to open a store in Hill City. Dad (Marshall) immediately started designing it in his mind. My husband (Ethan) and I had been living in Omaha, NE for 17 years. We were in a season of job-seeking there but having no luck. Mom called and said, “You know that store we’ve joked about opening? I think it’s time!”

With the place in place, we now needed a name. Doc & Alice were my dad’s parents – real people and REAL is what we’re all about. They were entrepreneurs themselves and Alice was a total fashionista before fashionistas were a thing. Their names fit the feel of the Black Hills perfectly and they stood for the values we stand for – family, friends, hard work, joy, and STYLE. So “Doc & Alice” opened in May of 2015.

We absolutely loved having the store in Hill City through August 2018. We met many of you there and made wonderful friends. In September 2018 we made the move to Rushmore Mall in Rapid City where we’re currently located. With double the space it has been a wonderful place to expand and we’re now reaching an even wider audience. There’s a quote we love, “We teach what we know but we impart who we are.” Our hope is to impart a bit of the family, friendship, hard work, joy, and style we’ve been blessed to experience here in the Black Hills to others for generations to come!