Closet Leads To Cooper-Young Business With Charm

HYPERLOCAL NEWS HUB BY THE UNIVERSITY OF MEMPHIS DEPARTMENT OF JOURNALISM

Closet full of "Charm" leads to good year for Cooper-Young boutique

By Joshua L. Bolden/MicroMemphis Reporter

The closet in the home of one Cooper-Young business owner was a charmed one --- so much so that it took on a life of its own and led to a consignment store.

"This store started off with the majority of my things," said Elayne Perry, who opened Charmed Boutique in April of 2011.

Her closet ran the gamut from shoes to handbags and it inspired Perry to transition from her career in healthcare administration to her passion for fashion.

"I'm still in healthcare but this is my passion," said Perry.

Three hundred garments draped on pink clothes hangers first stocked the store and were sold in two months.

Perry chose Cooper-Young because the neighborhood much like business was in the blood for her.

"My dad used to own a office right on Cooper," said Perry.

"He's a real-estate broker and when I was a little girl we always used to come over here so I was always familiar with the area."

Perry said Charm Boutique has had some challenges by being "off the beaten path" and not "being in the heart of Cooper-Young" but business is persevering and doing well.

The East High School graduate said marketing strategies such as promotion on Facebook and Twitter has helped the boutique prosper and that most of her clientele are residents of Cooper-Young.

"They are very supportive in this neighborhood," said Perry of the residents.

The boutique employees two others, Justine and Danielle.

Danielle, who is a senior and Sports and Leisure Management major at the University of Memphis said she loves the items and deals Charm offers but unfortunately with all her other obligations she cannot spend as much of her check as she would like.

In addition to lifting its shoppers with wine and spirits when they first enter, Perry said she, her staff and the boutique are there to charm customers with whatever they need.

If its not there in the store Perry said they will find it.

"If they don't see it here, what we do is try to seek it and find it for them."

Customers will soon have another wave of clothes from Perry's closet full of charm because Perry is nine months pregnant with a little bundle of joy and some items no longer fit.

Perry adds that "Charm Too" is still on its way once she adjusts to balancing career and life as new mom.

Charm Boutique is located at 2296 Young Avenue and can be reached by phone at (901) 725-0079.