With fashion trends constantly changing, it can be a little challenging for us non-fashionistas to keep up with what is in style. This exact reason is why identifying local boutiques that have it going on is vital in all of our lives. However, what makes a shop extraordinary goes much further than simply the products they have to offer. Found in Saint Petersburg, Florida, there is a little gem of a store that offers stylish threads in a laid back atmosphere, plus they provide fabulously friendly customer service. Ashe Couture, located at 953 Central Avenue, owned by the instantly lovable Amanda Henderson, is a must-visit for gals (and soon guys!) of all ages.
If I could describe Ashe in one word, I would say “approachable.” Simply explained, when I step foot into this boutique, I feel as though I have walked into my best friend’s closet. Compared to other ladies’ clothing stores that may be stuffy or meticulously laid out, Ashe makes you want to dive into the soft fabrics on the racks, try on the jewelry, and even kick your shoes off and make yourself comfortable during your shopping experience.
Ashe Couture offers a delightful mixture of modern bohemian and classic romance with cozy textures and quiet patterns. If you are looking for a charming maxi dress for date night or a hippie-chic kimono for a little island vibe, Ashe is your one-stop-shop for your relaxed apparel needs. You will discover popular brands we all love, such as Billabong, and of course give other names a whirl while you are on your shopping-spree.
While I was there, I tried on the Flying Monkey denim and it was a match made in heaven! This line is soft, stretchy, and comfortable, and the best part is that they fit women of all shapes and sizes. Owner Amanda was wearing a pair and she is much leaner than my bottom half, but the jeans hugged both of our bodies just right (perhaps this brand ought to be the poster child for “Sisterhood of the Traveling Pants”).
Okay, so how did Ashe Couture become what it is today? While Amanda was living in Tallahassee and attending Florida State University to pursue her business degree, she began working in the fashion industry as a buyer’s assistant. Tally is also where she met her handsome (and ridiculously smart) husband, Chip. The month of their wedding in 2013, Amanda launched the online store for Ashe Couture. (What a busy month that was for the two of them!) Chip actually came home one day and told her that he bought the domain ashecouture.com because it was her initials – Amanda Suzanne HEnderson. The name of the boutique felt right and she stuck with it. Now they identify the store as “her” because it definitely has “her” own personality! Then, in the beginning of 2015, Amanda found the perfect brick and mortar location on Central Avenue in Downtown St. Pete for “her” and the rest is history. Ashe just celebrated her first Birthday! Congrats!!
“If you love what you do it never feels like work,” Amanda stated. “I don’t feel like I’ve ever worked a day in my life. I love working 70 hours a week and only sleeping a few hours a night. I wouldn’t change it!”
Ashe currently only sells clothing and accessories for women, however, Amanda purchases most of Chip’s outfits for him and styles her hubby and like any other great entrepreneur, she came up with an idea to grow her business. Launching in summer of 2016, Ashe Couture will be launching her men’s collection! This line will be strictly online with occasional pop-up shops in the store – so keep an eye out for asheformen.com, guys.
Amanda Henderson said that the most exciting part of this past year was being voted Best of the Bay – Best Clothing Boutique, after being open in Downtown St. Pete for only nine months. (Congratulations Amanda – you and “she” genuinely deserve it).
Next time you are in the area, be sure to pop into Ashe Couture and browse around this fabulous place in Downtown St. Pete. Be sure to say hello to Amanda for us and tell her that DowntownStPete.com sent you. While you are there, take a selfie of the awesome threads you tried on and had to have, and then post it onto Downtown Now (after you create your profile). We can’t wait to hear from you!