photos by: JODIE BRIM CREATIVE
Like all “girl moms,” Michele Mathias delighted in filling her daughter, Gretchen’s closet with adorable outfit options!
“When Gretchen was a baby, I loved dressing her in all the cute outfits I could find,” shares the Davie County native. “But the outfits from big box stores did not hold up very well and, after a few washes, looked old and worn out. I started searching for better quality and found several boutiques online that had the cute, everyday outfits I wanted.”
It turns out those held up quite well, and once Gretchen outgrew them, Michele took those clothes to a local consignment store where they would sell quickly – sometimes the same day she brought them in.
“People were soon asking where I found these outfits,” says Michele. “Once Gretchen started kindergarten, my husband, John, and I discussed opening a store.”
With a degree in business administration from High Point University, Michele worked in textiles, retail and management before taking a break from the workforce when Gretchen was born. But, the time was right for a new adventure and, after searching available spaces, she and John decided Harper Hill Commons Shopping Center was a perfect location.
Since their grand opening last March, Michele has been focused on scouting boutique outfits at affordable prices, and merchandise for the store is carefully chosen.
“I ask myself: Is this practical? Is it something a parent would want to dress their child in? I look for something that both children and parents will love while also keeping it affordable. Even though it may cost a little more than the big box store items, these outfits are better quality and last longer,” she explains. “A bonus is that most of the brands I carry are small batch, meaning usually only around a thousand pieces of each print is made. Some are exclusive designs, so unlike mass-produced items, you won’t find them everywhere. I carry different brands than the other children’s boutiques in Winston-Salem, but I don’t see it as competing with other stores. I see it as supporting small businesses!”
Michele also loves that most brands she carries are mom-owned, and some of her brands “give back” with every purchase.
“Charlie’s Project gives back to charities who help with autism because the owner’s son, Charlie, is autistic. Most of their clothing is made from bamboo – soft, comfortable, breathable and best of all, tagless. That’s perfect for children with sensory issues or kids that don’t like itchy tags! I also carry a large selection of high-quality bamboo blankets, great for the cooler weather.”
The shop also carries a popular line of hair bows – handmade by a mom in Texas – and North Carolina-based products including candles, bath bombs and jewelry for both moms and daughters. There’s also a “kids’ corner” where children can color and play while moms (or dads) shop.
Shopping on the website is easy, and Michele plans to release one collection each month that will be available in-store at least two weeks before it’s available online. She also offers a rewards program where every purchase earns points towards discounts. Follow @gretchenstreasurechest on Instagram, and you might see an invitation to have your child (sizes newborn to youth size 16, boys and girls) model for the boutique. Come by the shop for more details!
Gretchen, by the way, is now an eight-year-old second grader at Meadowlark Elementary School.
“I would say Gretchen approves of 95% of the styles in the shop,” says Michele. “The other 5% is not Gretchen-approved, but Mom-overruled!”
It seems Gretchen is a little fashionista in her own right!
Visit Gretchen’s Treasure Chest in Harper Hill Commons Shopping Center, 4916 Old Country Club Road in Winston-Salem, 336.306.9930. Boutique hours are Wednesday through Saturday 11:00 a.m. – 3:00 p.m. Sign up for emails at gretchenstreasurechest.com to stay up-to-date on new collections, and follow the boutique on Facebook and Instagram @gretchenstreasurechest.
