When Rebecca Doubek moved from Denver, Colorado to West Reading in 2003, she didn’t plan to become a small business owner — or a community leader. However, standing inside a dusty, three-story brick building on Penn Avenue, she saw possibility. Within a year, that building became her home, her shop, and the beginning of something much bigger.
Her boutique, Firefly On Penn, quickly became known for its chic baby gifts, stylish housewares, and retro charm. Even more than that, it became a gathering space — an anchor in the neighborhood.
“I was a new mom, and I could relate to wanting stylish baby clothes or a cool diaper bag. Just something unique,” she recalls. “I wanted to bring in the kinds of products people in Berks were desperate for but couldn’t find locally."
Firefly wasn’t just a shop — it was a bridge into the local community. Many of her closest friendships began when someone first walked through the boutique’s doors. From the beginning, Rebecca made her space open to others. She welcomed local makers and artists to showcase their goods and hosted after-hours events that gave the shop a collaborative feel.
Rebecca went on to co-found several of West Reading’s signature events: Taste of West Reading, The West Reading Wine Walk, and Fall Festival, which she helped run for nearly a decade. She also served on the West Reading Community Foundation for seven years.
“Those ten years as a small business owner really opened my eyes to the concept of community. It was a really empowering thing, particularly as a woman. I was proud to own my shop, proud of the work we were doing, and proud to be a part of an innovative shift in the retail landscape that was taking place at that time in West Reading.”
However, like many small business stories, Rebecca’s wasn’t without some pretty big challenges and obstacles. Rebecca had never owned or managed a retail business before opening Firefly.
“I didn't have a lot of experience in retail, except a summer job in college, and I had never owned a boutique, so there was a lot to learn. But I had been keeping a notebook with all of these ideas. Eventually, I asked a friend to let me work in her shop as a sort of intern, before opening mine.”
During her first buying trip to Los Angeles, she tagged along with her friend and her friend’s mom — both seasoned boutique owners.
“I placed my very first order for $2,000 worth of funky kids' clothes made from vintage fabrics. I loved them, but my friend's mom was like, 'Nope, march right back in there and cut that order in half. You'll never sell that much of one style.' She was right. Lesson learned."
Rebecca learned how to think outside of the box in every way. She developed a system for buying and keeping inventory and creating the tone for her boutique. Trusting her gut and following her instincts set the stage for her to stay true to her vision.
The journey was not without some hardships. When the recession hit in 2008, everything changed.
“I was going through a divorce, so I no longer had a partner to help support our family financially (or otherwise), and I owned a small business. I moved back into the apartment above the store with my six-year-old daughter. I counted pennies. Literally. One month the only way I made my mortgage payment was because of a mistake I found where a vendor of mine had double charged me. I hadn't caught it before, but the $880 mistake was enough to make payment. I got really creative. I sold curated bundles of vintage and new goods, built an Etsy shop, and called vendors to negotiate payments. Somehow, we made it."
She vividly remember a moment when she stood outside the shop, filling a watering can from the spigot, overwhelmed with fear and unknowing of whether or not she would lose her business and her home. That old, historic bag of bricks was Rebecca’s everything at that point.
“I looked at the side of this old brick building, my home and my business, and I put my hand on it and said out loud: ‘Listen old girl, it's you and me now. And we can do this. I need ya, so you help me out, and I’ll keep you safe.’ Rebecca recalls saying this out loud like she was coaching a girls' basketball game. "Someone walking by would have thought I was insane, and maybe I was a little bit, but it was a powerful moment."
Before opening the shop, Rebecca had opened personal and business accounts with Fleetwood Bank back in 2004.
“Everyone there was so nice and accommodating. There was a real sense of community in that bank. I became good friends with one of the bankers, who actually worked for me at Firefly and went on to open her own business, Lilibea’s Lingerie, right here in West Reading.”
After three months of renovations to the building on Penn Avenue, Rebecca realized they wouldn’t have enough left to purchase inventory. That’s when they approached Fleetwood Bank for a loan.
“Fleetwood didn’t just approve our loan — they rooted for us. They asked smart questions, read our business plan, and really understood our vision. It felt like they believed in what we were building. Like we were part of something bigger than just our business that could have a positive impact and would be a good fit for the community."
The loan was just what Firefly On Penn needed to come to life. Upgrades to the building were finished, and the rest of the inventory for the store was secured.
“There was just no question that the people at that bank wanted us to succeed. I could feel that the people we were working with were in our corner.”
It was belief. Encouragement. Support. Rebecca walked out of Fleetwood Bank not just with a loan, but with a sense of “we’ve got your back.” Rebecca contrasts that experience with later banking relationships that felt impersonal, transactional, and even shaming — as though they had done something wrong.
“I think sometimes financial institutions can be intimidating and condescending. That just wasn't ever the case here. Fleetwood treated us with respect and kindness. It was more than just a business transaction. It was like, 'Hey, if this doesn't work, we will figure out another way to do it. We want to help you make this work.' And they did.
That, she says, is what banking local should be — familiar faces, privacy, and an overall feeling of “we got you” and “we appreciate your business.”
“My time as a small business owner taught me resilience, perseverance, and that I could trust myself. And that there's a little magic out there when you need it.”
It was an experience filled with many unknowns, but also filled with incredible learning opportunities and growth.
After 10 years, Rebecca closed Firefly On Penn in 2014 to focus on her writing and to be home with her youngest daughter. But the story still serves as a reminder of how much local support, especially from your bank, can make a difference.
Thinking of Starting Your Own Story?
Rebecca’s story is one of passion, perseverance, and the power of local support. It’s a story that reflects what Fleetwood Bank has always stood for: community, commitment, and a belief in the dreams that make small towns thrive.
