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buy for our customers. They are anywhere from eighteen to eighty. We are not designers but we have developed strong and lasting relationships with our vendors so they know what we are looking for. We handpick our clothing so in effect we are personal stylists for our customers. We go to market in Atlanta, Dallas, Nashville and Los Angeles. We know what is on trend.”
Blue Magnolia started in 2016 as a home and gift shop. They slowly started added clothing and in 2018 became mainly a clothing shop.
“ We started at the location next door says Dana but things were getting really tight. Jessica adds,“ When we were at the other shop, we would say it would be great if we had high ceilings white walls and lots of light. When the former floral shop next door became available, it fit the bill perfectly.”
“ We are constantly moving and evolving, says Dana. We drop our new arrivals every Thursday and I change the windows once a week. We never want to seem static and want our customers to see something different or in a new light.”
The boutique is a division of labor that started when Jessica finished college. Armed with degrees in communications and business, she wasn’ t sure where she was going to land but when her mother asked her if she would like to help with the business, she said yes. She now lives in Nashville and helps run the business from there.
“ I am in charge of inventory, the business website, email, advertisement and also do the videos and reels showcasing new arrivals and trends and how to wear them. We have an Instagram and Facebook presence. Social media presence is vital in this industry. Sometimes when people ask me what I do and when I say we have a small boutique in southern West Virginia called Blue Magnolia, they exclaim“ I know that Shop” They follow our social media and they have their
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Display inside Blue Magnolia
own followers.”
“ Jessica’ s immersion into the business has provided a much needed take on the market, says Dana. She knows and models what is new and in style. It is forward thinking to our business and our customers. Did I cry loads when she moved to Nashville, yes but she is where she wants and needs to be, a different perspective that keeps us moving forward. She is a vital part of our business model. Her labradoodle Phoebe is often in the shop. She is like a store mascot / retail therapy dog. Customers love her and often ask first if she’ s here when they come in. She is definitely a fan favorite.”
In addition to Jessica, the shop also employs four to five salesclerks and a social media manager. Online is a huge part of the business
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and they currently ship to forty eight states.
“ I have to mention my husband, Chuck Blankenship, smiles Dana. He is our‘ secret sauce’ because he does everything that needs to be done. He is maintenance, moving and whatever else we need to run the shop. We could not run the business without him.”
“ He even waters the plants”, laughs Jessica.
“ We also host events and pop ups, says Dana, like Pink Friday which is a precursor to Black Friday. It is so much fun. We totally revamp the store with as much pink merchandise as we can gather. It is our biggest event. We do Black Friday of course as well as Easter and Christmas.”
“ Pop up installations such as Tara Miller with Finding Foxtale,
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clothing for little girls and tweens and Mendy Paxton with Bloomz- BeYou Permanent jewelry are often booked, says Dana. These events give our customers the opportunity to shop for things we do not typically carry and also support emerging artists.”
“ And we do events like a Bridgerton themed tea party this past spring, adds Jessica. They are great fun and really popular right now.”
“ We do have a certain clientele, says Dana. Teachers, nurses and mothers are typical shoppers. We can style them in clothing that takes them from sitting in the floor and playing with children to lecturing students and so on. We also dress models for local events like gardening show events or Dancing with the Stars. We also participate in the Beckley Art Center’ s annual fashion show.”
As for the inspiration that started the shop and keeps it going, Dana is quick to comment.“ You have to have a passion for what you do. Being creative is a process that comes out in what you do, how it looks, how the customers respond and how it makes you feel.”
“ We have finessed our store, so we know our customer. We want to build on that relationship and our online business. Above all, we want to continue listening to our customers.”
“ We would like to just say thank you to everyone who has supported our small business. We get to be a small part of their lives because we dress them for senior photos, graduations, weddings, baby showers, fun events and even sad events. We get to hear about all of their ups and downs and that is really special to us. We truly have the best and most supportive customers and we do not take it for granted.”
The best words and spoken like a dedicated shopkeeper.
For more information about Blue Magnolia, please visit them at: 612 N. Eisenhower Drive
Beckley, West Virginia 25801, 3042567500 or Blue Magnolia Clothing Co.
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