“Dress For the Life You Want” At Edits by West End

“Dress For the Life You Want”

At Edits by West End

Lavenna Stambaugh

The Ashland Beacon

Pink, pretty and a little bit posh come together in the best way at Edits by West End, a new fashion boutique in downtown Russell, Kentucky.

Jackie Slone has owned West End Jewelers in downtown Russell for six years. When the space across the street became available, she saw an opportunity. The city had missed having a boutique there, and Jackie knew she wanted to fill that space with something fantastic for her community.

She didn't want to open just another boutique. Jackie wanted Edits by West End to be different.

The pieces she chooses to carry must meet three criteria: style, quality and inclusivity. She wants women to be able to walk through the doors and find something that makes them feel good.

When I walked into Edits by West End, I could tell right away how much attention had gone into creating the space. The combination of soft pink and the original brick walls gives the boutique a unique personality. There's even an adorable seating area with a television and snacks, giving moms a place to bring their children while they shop.

During my visit, a large shipment arrived. Jackie and her staff immediately began opening boxes right there on the floor. Jackie believes there's something exciting about opening new merchandise where customers can see it. They get the chance to be among the first to see what's new.

I would agree with her.

As they unwrapped adorable jelly totes and clothing from designer Joseph Ribkoff, customers immediately began gravitating toward the new arrivals. You could almost feel the giddiness in the air as they looked through the newest pieces.

One thing Jackie is particularly proud of is the range of sizes she offers. You don't have to be a model to feel glamorous.

The majority of her inventory fits sizes eight through 12, but she keeps everything from extra-small through extra-large in stock. If something isn't available in a customer's size, Jackie can order it, as long as her distributor carries it.

I loved watching Jackie interact with her customers. They seemed completely comfortable trying on new clothes and asking for her opinion. She is honest with them, but her goal is always to have each person leave feeling confident and beautiful in what they choose. She and her staff treated everyone who walked through the door like friends and family.

Employee Jessica Hunt told me she loves working at Edits by West End because of the authenticity of the business and the people she works with.

I saw that authenticity firsthand when another customer stepped out of the dressing room while I was talking with Jessica. She wanted opinions on her outfit and excitedly talked about how comfortable and cute everything was.

The dressing rooms themselves continue that attention to detail. Each one has a cozy chair and an elegant mirror, along with boots and shoes in different heights that customers can try with their outfits. It's a small touch, but it allows shoppers to see how an entire outfit will look together.

The rooms are also stocked with sanitizer and spray deodorant, another little detail that shows how much thought went into creating the shopping experience.

One customer summed up her experience simply: "I love this place. I'm a pink girl."

And that seems to fit right in with Jackie's vision.

Jackie wants Edits by West End to be a fun, chatty, love-yourself-in-fashion kind of environment. Her philosophy is simple: "Dress for the life you want."

That philosophy seems to extend beyond clothing. I asked Jackie about West End Jewelers and what she loves most about owning the jewelry store.

"I love being a part of people's happy moments," she said. "Helping couples design the perfect engagement ring is one of my favorite things to do."

The addition of Edits by West End seemed like a natural next step for Jackie. Now, she gets to be part of even more happy moments, whether someone is choosing an engagement ring or finding an outfit that makes them feel beautiful.

Jackie also believes sales and discount events can create excitement and introduce the boutique to new customers. She holds spontaneous discounts as well as planned VIP events, keeping the inventory rotating and giving shoppers another reason to stop in.

Most of all, though, Edits by West End feels like a place built around people—not just clothes.

From the excitement of opening a new shipment on the floor to the conversations happening in the dressing rooms, there is a sense of community inside this boutique.

And if you're a pink girl, well, you might just feel right at home.

Edits by West End is located at 312 Ferry Street in Russell, Kentucky.