Southern Frills

Owned by Lauren Tetterton (left) and Taylor Jennings, Southern Frills joins other recently opened Downtown South Boston businesses that were given a chance through the SoBo Start-Up! Program. The trendy clothing boutique is located at 417 Main Street.

What was once Hodges Jewelry at 417 Main Street is now home to a trendy clothing boutique, Southern Frills.

Owned by Lauren Tetterton and Taylor Jennings, the store joins other recently opened Downtown South Boston businesses that were given a chance through the SoBo Start-Up! Program.

The duo had always toyed with the idea of opening a clothing store but never really thought of it as a serious possibility until they found out about the grant.

Even when the grants were announced, they weren’t sure if they had made the cut, because they were the last business to be called.

“Since we were the last to be called, I was starting to sweat,” said Jennings, and Tetterton added, “And when they were announcing the grants, at first the amounts kept going down, so I thought okay, maybe we’re still in this. Maybe we will still get something. Then they announced we had won $10,000, and I had to look at the check to make sure.”

Becoming part of the new revitalization of South Boston has been an exciting time for them.

“Just being able to bring people to South Boston with shops, restaurants and the hotel coming has been great. Hopefully it’ll get South Boston on the map,” said Jennings.

Tetterton added, “It’s real important that more people come out, and the businesses here help each other out. We try to promote some of the staples here in South Boston like we might encourage our shoppers to go to McCollum Ferrell Shoes for a pair of shoes.”

Shoppers can check out the unique, affordable clothing Tuesday – Friday from 10 a.m. to 6 p.m. and on Saturdays from 10 a.m. to 3 p.m.

For those who have a clothing emergency, they can contact the owners for a by-appointment visit.

Many have already checked out the boutique even prior to their Sept. 29 opening day with their website, southernfrillsva.com.

Wanting to start a clientele as soon as possible and grow their income to put more into the store, the two decided first to open shop online until the brick and mortar store was ready.

“It was absolutely crucial in our success so far,” said Tetterton.

Their online shop allowed for them to grow an online following on their Facebook page in the thousands.

“Just watching it grow and come together has been surreal to watch. It’s still hard to believe when I walk into this store that this is Taylor’s and my shop,” said Tetterton.

They invite all ages of all sizes to come check out the boutique with a promise that there’s something for everyone.

In addition to clothing, the boutique has jewelry, purses and paintings for sale by Suzanne Gasperini O’Hara.

Gift certificates are available.

Contact the store at 434-272-2421 or at info@southernfrillsva.com or visit their Facebook page or their website, southernfrillsva.com, for more information.

Ashley Hodge reports for The Gazette-Virginian. Contact her at ahodge@gazettevirginian.com

Ashley Hodge is a staff writer for The Gazette-Virginian. Contact her at ahodge@gazettevirginian.com