South + Main Boutique: Your Go-To for Local Fashion this Holiday Season

Christmas might be just around the corner, but there’s still time to get your last minute holiday shopping done. Why not skip large retailers like Target and Amazon this year, and shower your loved ones head to toe with unique apparel and accessories? Located in Advance, South + Main Boutique touts stylish, local garb that is certain to turn heads this holiday season.

Truly a rags to riches tale, boutique owner Thim Phommavanh transformed her career path after losing her job as a bar manager at Hickory Tavern to the COVID-19 pandemic in March 2020. While she had previously worked for a boutique and has always been interested in fashion and home decor, owning her own boutique wasn’t in the cards for her until her devastating lay-off. With the support and encouragement of her boyfriend, Thim used her dining room to open South + Main, and was elated when online sales began picking up. Soon, Thim moved the boutique into a second-floor location in Advance/Bermuda Run that was previously used as an office space. As the boutique continued to grow, however, Thim realized that a larger, more accessible retail space was needed. Just a year after losing her job, Thim and her boutique moved into a brand new location in Advance in March 2021.

South + Main’s new location has been nothing short of successful, with Thim and her team seeing new customers daily. What makes South + Main stand apart from other boutiques in the Triad is its family-oriented atmosphere that shoppers feel while browsing the boutique floor. Thim is adamant about being honest with customers and selling only what she believes makes for a good product – not just what’s popular.

Since supporting local businesses is near and dear to Thim’s heart, items sold in-store and online at South + Main come primarily from local vendors. Aside from clothing, many unique accessories, shoes, and decorative items are handpicked and sold at the boutique. Thim and her team consider social media to be the bread and butter of their business, or at least the icing on the cake to their top-notch customer service and inventory. The South + Main team does a phenomenal job of keeping up with the latest, rapidly changing TikTok trends, and inventing lighthearted and entertaining content to post on a regular basis. Social media engagement, along with word of mouth in the community, has helped the boutique grow in popularity and notoriety in such a short amount of time. This month, Thim and her team are excited to be participating in Charlotte’s Girl Tribe Pop Up Event on December 12th and 13th. In addition, keep your eyes peeled for social media updates on the shop’s upcoming Christmas Open House as well.

Stop by South + Main to shop new seasonal items before they sell out, such as the ever-popular “shacket,” or shirt-jacket, which the boutique is selling in nearly every color. More hot items in-store for the winter season include chunky lug sole boots, embellished denim jackets with heavy distressing, and preneLOVE’s neoprene, machine washable, and trendy totes.

If you love fashion, have ample availability, and want to work in a lively, fun boutique, the South + Main team is ready for you. Ready to apply to become part of the team? Email your resume and cover letter to

Interested in seeing what all South + Main has to offer? Browse the racks in person, or shop online at Check out the boutique’s Facebook page and follow @southandmaininc on Instagram to stay up-to-date on the latest arrivals, business hours, and updates from Thim and her team. Need to shop on the go? Download the free South + Main Boutique app in the App Store or Google Play, where you can participate in the team’s weekly live streams every Thursday. For any other inquiries, call the boutique directly at (336) 941-9744.



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