A high-end denim store for women has opened in Richmond’s Westhampton neighborhood. Jean Theory In early November, the chain opened its first Richmond location at 5708 Patterson Ave. The store, which began in Charlottesville in 2009, is also now under new ownership: Richmond native Mandy Edwards bought the store from Laura Van Camp in April after considering a boutique operation for years.
“I was thinking about opening a women’s retail boutique, and my husband was supportive, but I couldn’t decide what to focus on,” Edwards says. After struggling to find jeans for herself and learning that Van Kamp was interested in restructuring the business, Edwards’ focus quickly became clear. A few months later, after searching for a brick-and-mortar store, Jeans Theory’s new home was also clear.
“I know there is a market [Jean Theory]”Life runs in jeans. You walk down the street, you look around you, everyone is wearing jeans,” Edwards says.
Located in the former McHughes Restorations location, the store is adjacent to retailers such as Bella Bridesmaids, Jermy’s Needlepoint & Linen and Rick’s Custom Frames and Gallery. In addition to designer denim from brands such as Citizens of Humanity, Hudson, Joe’s Jeans and Pistola, the retailer also sells upscale basics like t-shirts and sweaters.
Edwards says the company’s volume and variety of brands sets Gene Theory apart. “Right now, we have almost 50 styles from all of our brands on our denim wall. My goal is to create a denim store that is unique in the way that we sell our products,” he says. [carry] What I want to wear and what I feel comfortable wearing.”
Jean Theory wants to offer expert advice to help customers choose their jeans. “We focus on helping customers find the perfect pair of jeans,” Edwards says. “Customers come in and say, ‘I’m so glad you came. I needed this.'”
Source: Shopping & Style – richmondmagazine.com
