bijoubel owner, Melissa Hamilton
Story and photos by Ellis Anderson | BSLShoofly.com
The boutique that’s brought a “little bling to the Bay” grows more every year. Owner Melissa Hamilton explains why.
The Bay St. Louis boutique bijoubel has grown to 10 times its original size in just five years. Owner Melissa Hamilton began with only 200 square feet of display space. Now she’s expanded into the entire front of 126 Main St. and has just opened a satellite shop right next door: Joan Vass Off Broadway.
HERE’S HOW SHE DID IT:
In the early days, Hamilton carried only Joan Vass closeouts. The chic brand of quality knits commands hefty prices in upscale department stores like Neiman Marcus, yet bijoubel offers close-out Joan Vass pieces from $10 – $40. Melissa says it’s something of a “treasure hunt” since all sizes aren’t available in most designs, but customers keep coming back.
“The quality is just amazing,” says Hamilton. “Most of the pieces are 100% cotton, a really substantial knit that’s very comfortable. I’ve had people tell me they’ve had Joan Vass pieces for twenty years. That speaks to the styling too. They’re timeless pieces that can be blended with any fashion statement.”
She’s given the Joan Vass line its own shop, while keeping the same comfort + quality + styling = success equation in mind when expanding bijoubel. The store now carries brands like Black Cape (which is also found in Chico’s), for women who want a more polished look for business. For those who like the linen look, there’s Sea Breeze, made in the U.S. from cotton, with affordable prices and easy care. Full-figured women are big fans of Dex, a women’s line sized 1X – 3X.
Hamilton says that while most boutiques cater to younger women, she’s focused on the thirty-five-plus group.
“No matter what size or age we are, we always want to look slimmer,” says Hamilton, smiling. “Then as we mature, we want pieces that complement us. We look for longer sleeves and a looser fit, stylish clothes that are comfortable too. That’s our main focus.”
But bijoubel is popular with teenage girls and younger women as well. The store stocks plenty of trending accessories, like jewelry, purses and scarves. With prices starting at $5, it’s a treasure trove for young shoppers. Popular jewelry lines include Mariana and Lo Hola, made in Israel. There’s also Catherine Popesco and Swarovski crystals.
In addition to being price conscious when she’s buying for the shop, Hamilton determined early on to keep fresh merchandise in the store, so even regular customers always see something new when they visit. Display is a high priority too. The time spent on thoughtful displays doesn’t go unnoticed by customers, who often comment on the store’s visual appeal.
Hamilton admits there’s also an advantage to having the popular restaurant Lulu’s on Main Street located in the same building, further back. Often diners will be enchanted by bijoubel on their way back to the café, then come shop after their meal.
“We always greet customers, but we’re never pushy,” Hamilton says. “Our sales people are wonderful at giving advice on fitting and helping you find what’s most flattering.”
Melissa points to a new sparkly T-shirt hanging behind the sales counter. “That’s one of our best sellers now,” she says.
The shirt’s back reads “A Little Bling By the Bay” and has Bay St. Louis and bijoubel written on it as well.
“That’s us,” she says, laughing. “Like our customers, we love being in the Bay.”
IF YOU GO
bijoubel: 126 Main St, Bay St. Louis
open seven days
Joan Vass Off Broadway: 124 Main Street, Bay St. Louis – open
Monday – Saturday
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