Chic Avenue Designs offers customized shopping experience

Chic Avenue Designs owner Shannon Salisbury stands beside a designer outfit for sale in her Rossville store.

Chic Avenue Designs owner Shannon Salisbury is bringing new designer clothing to Rossville.

"I left corporate America with a sales and marketing background. I selected Rossville because there's so much that can be done in Rossville. So many people want to revitalize Rossville," she said, adding in regards to her store's location at 413 Chickamauga Ave., Suite 2, "I was interested in it because it was completely renovated."

Salisbury said she was tired of driving her three daughters to Hamilton Place mall in order to find stylish new clothing, so she opened the boutique.

"I am very picky about fashions," she said. "We do clothing for all ages and all sizes of women [at Chic Avenue]. We do typical boutique, but I also have international suppliers from Germany and London. I'm really looking at international suppliers to get items that are unique. I think it is very important to find something flattering. We get women that come in and say, 'I like that but I can't wear it.' I say, 'Yes you can,' and I do fashion consultations."

Salisbury said she's noticed that people from Signal Mountain, Lookout Mountain and Dade County commute through Rossville.

"Rossville is becoming a destination," she said. "I am most excited about our delivery service. That's not even happening in Chattanooga. You only see it in Los Angeles and New York. It changes everything: Shop today, receive today. You can order online and we will deliver to them that day. We are trying to take it to the next level and make it accessible for everyone. We offer a solution for last-minute fashion emergencies."

Salisbury also offers after-hours private shopping events for groups, from either 5:30-7:30 p.m. or 6-8 p.m. She said the hostess can shop for free and the group gets discounts.

"We also have a personal shopper option where we help with fashion selections and teach them how to dress," said Salisbury. "We go by hair color and skin tones. We have a style finder service. People bring in pictures. Some people are loyal to certain brands."

One brand found in the store is Dear John Jeans, for which Chic Avenue Designs is the exclusive dealer in the area, she said.

"The Dear John Jeans are flattering on women," said Salisbury. "It's a good wash and a good soft feel. We also have Silver Jeans and Big Star Jeans too. In talking to customers and learning their challenges, especially larger women, I'm currently working on my own brand of jeans for all women. I think it will be a change for the industry. No matter the body type, they can have that kind of look. I'm doing my own designs and working with a manufacturer to produce it based on my designs and specs."

When it comes to her own style, Salisbury said she gravitates toward the Rockabilly and retro items she has in the store, since the styles are unique. She also likes the Rumble59 German brand merchandise. The store carries some men stuff, though it's mostly shoes, handbags, jewelry and clothing for women.

"Some of the residents walk in and say, 'This is not what I expected in Rossville," Salisbury said. "Some of the other business owners want to see change in Rossville too. We offer to bring items to other business owners and let them shop on their lunch break. All ages and all sizes are our target. We are trying to make a difference and reach out."

With everyone on the go all the time, she said things are shifting and now it's more about helping the consumer.

"I think it's good for businesses to work together because we all learn from each other," Salisbury added. "Bettieville sends folks here and I send folks there. Bettieville owner Andie Sellers is also passionate about the growth in Rossville. I think it would be good for the Walker County clothing stores to have a fashion show in the county. You have to engage with the customers and bring stuff to them."