Boutique shopping in Nashville, Tennessee’s 12South neighborhood.
By Hope S. Philbrick
Even if you can’t claim fame as a singer/songwriter, you can dress like a star thanks to fashion boutiques like Emerson Grace.
The team of stylists at Emerson Grace “helps clients discover and realize their own personal style,” boasts its website. “Emerson Grace is proud to offer a curated and balanced selection of contemporary wardrobe staples for the fashion-forward female.”
I recently phoned owner Kimberly Lewis to learn more.
Tell me about your shop?
It’s a women’s contemporary boutique. Our style is “elevated casual.” We carry better contemporary brands as well as more attainable contemporary brands. The overall aesthetic is clean, modern, easy to shop, warm and welcoming. It has a little West Coast aesthetic because I’m from there but it has that warm, Southern sense of hospitality.
We have a 2,500 square foot store with a beautiful U-shaped center counter glass jewelry case. We use real wood hangars. Our shop is very accessible and we have a well thought-out curated assortment. The merchandising is clean and minimalist. Look for us on Instagram.
What are your best sellers?
We’re known for our mix of better contemporary brands. We have beautiful jewelry by local Nashville designers and Southern regional designers. We try to give a local focus and do quarterly events and trunk shows to highlight a designer that is local and give them space to showcase their products if their aesthetic matches mine. I’m happy to bring them on board if they get a great reaction.
Can you tell me a bit more about shopping in 12South neighborhood in general?
It’s a beautfil mix of shops, it’s a walking destination. Part of the draw and its success is that the majority of shops are in a concentrated area. You can shop, get dessert. There’s a nice span, an outdoor environment with a neighborhood feel. This is not a planned community or shopping street, it’s really just individually curated boutiques, stores and restaurants that line the area with walking in between. You may find two to four food trucks lie up, beautiful flower stands, it’s really warm, sensible and approachable.
If someone shopped at Emerson Grace, where else would you send them within 12South?
I would send them to Cadeau, White’s Mercantile and, for someone really looking for something from Nashville, to Draper James.
Can you share any insider tips for shopping 12South?
Be prepared on the weekends to encounter lots of people. I’d say not to take 12 South to come to the destination, take the street above or below and walk because if you try to use 12 South as a thoroughfare it would be congested. It’s very busy and it’s nice to see the diversity of different ages and people; we definitely have a beautiful range of individuals that come to the area, from tourists to bridal parties, birthday weekenders to students, parents, and more, all of whom give the street a big city feel but in a small city. Nashville has everything a big city has but on a smaller scale, so it’s still warm and approachable and friendly.
2304 12th Ave. S.
– Photos courtesy Emerson Grace