PHOTOS BY MEGAN BLACK PHOTOGRAPHY
The delightful Evelyn Rose Boutique – situated in Winston-Salem’s historic West End – is a reflection of good taste and classic, feminine style, lovingly nurtured by owner Rachel Morales.
Named for Rachel’s great-grandmother Evelyn, the boutique is approaching its first year as a storefront, having officially launched as a “mobile” boutique in a now well-known, and easily recognizable, Airstream. That Airstream is now the venue for Evelyn Rose’s trendy pop-up shops you’ll find happening around Charlotte, Raleigh, and the Triad.
“I still love the retro-aesthetic feel of the Airstream, and that people can shop both inside there and at the store now!” says Rachel. A lifelong fashion connoisseur, her personal aspiration is for the fashion and accessory choices you make at Evelyn Rose to be part of your life’s journey – no matter where you are on your adventure!
Owner, Rachel Morales
“I’m so proud we are able to serve Winston-Salem and provide our customers with clothing and accessories they’ll wear and love,” says Rachel. “We have customers shop with us when they’re looking for that special outfit, refreshing their wardrobe, or in need of a piece to make them feel especially beautiful.” For this summer, that might be a feminine blouse, flowing skirt, and definitely florals!
Rachel also feels extremely grateful to be a local small business owner, with the chance to meet so many other creative, inspiring people.
“Specifically here on Burke Street, many of the local businesses have sent some amazing customers our way and we do the same. There’s a handful of great local spots close to our store!”
With summer now in full swing you’ll find lots of new styles rolling in each week at the boutique, including trending options such as dresses with cut-outs and bright colors. “Orange – or tangerine, as we refer to it! – and Kelly green are hot this season,” says Rachel.
One of this savvy entrepreneur’s favorite elements of the boutique business is introducing a customer to a look or style they may not have tried before. This year it might be sampling some of those bright, bold shades of color!
“Through my years of experience I’ve seen a new style that someone loves make the biggest impact on them,” she explains. “I don’t know if it’s because it’s so unexpected but when someone tries a new style and they absolutely love it you can tell it raises their confidence. Once you push yourself out of your fashion comfort zone – often with a nudge from your favorite stylist — you see fashion as a fun way to express yourself.”
Rachel’s love of fashion began at an early age, with the dream of being a fashion designer when she “grew up.”
“I did not get the drawing skills to be good enough at that,” she smiles. “But I am happy to be where it led me!”
Every aspect of Evelyn Rose aims to take customers’ shopping experiences to the next level. Shopping the collection is easy – online, mobile via the Airstream, or at the brick-and-mortar store. With endless possibilities, Rachel hopes her business will become more than simply a boutique, and literally create a community of women with like-minded taste in fashion and life who support each other while looking fabulous.
The Evelyn Rose fashion squad – three employees including Rachel –is poised to continue looking for new ways to grow, and they are excited to see what the next year holds!
This fun, stylish boutique is located at 916 Burke Street in Winston-Salem, with summer store hours Tuesday through Friday 11:00 a.m. – 6:00 p.m., Saturday 10:00 a.m. – 5:00 p.m., closed Sunday and Monday. Reach Rachel or her staff at info@shopevelynroseboutique.com and online at shopevelynroseboutique.com. Customers wanting to check out the Airstream can follow them on Instagram for upcoming pop-up dates and information.
