Sunday, February 17, 2008
Life, Style
Word to the wise
Sage Clothing Co. keeps it real with haute threads at nice prices
Spark St. Jude
Shannon and Aiden James Kitchens at Sage.
By Tshinguta Lily Perry
Situated in the heart of Buckhead, Sage Clothing Co.’s prices belie its high end location. Looking around owner Shannon Kitchens’ newly expanded boutique, it’s hard to find more than a handful of items that cost more than $100. The Atlanta native says that is what is so … well, sage about her store. “I know from experience that you don’t have to bankrupt yourself to look fashionable,” she says.
Were it not for that experience, Atlanta patrons might not be able to enjoy the fruits of her labor, which includes a degree in fashion design and marketing at Atlanta Intercontinental University. After graduation, Kitchens, 32, headed west to pursue her dream of becoming a wardrobe stylist and costume designer. She landed at the renowned Cloutier Agency, and though she loved the work, Kitchens says, “I got really homesick.”
During those bouts of nostalgia, the then-30-year-old would console herself by shopping on the famed Melrose Avenue’s chic but affordable clothing stores. When she finally moved back to Atlanta, Kitchens explains, “My friends loved my clothes, and that inspired me to open Sage.” Just six months after moving home, Sage was up and running.
Originally located in Dunwoody when it first opened in 1997, the storefront décor combines Kitchens’ love of the old and new, with a vintage-inspired sitting room, a black chandelier and modern beech-wood floors, a throwback to her days in Los Angeles. The stock also is a reflection of Kitchens’ personal style: very girlie and fashion-forward, yet still casual and most of the merchandise coming from California. “Some of our best sellers are Tulle’s sweaters, jackets and coats, and Frenzii jersey knit tube dresses that can double as skirts,” she says. Kitchens also stocks Nelli, an Atlanta exclusive, silk dress and coats, as well as jewelry by local designer Lauren Elizabeth which Kitchens describes as “dainty and feminine, semiprecious unique creations.”
At the newly expanded 700-square-foot Buckhead location (the second location is in Midtown), Kitchens is adamant that Sage caters to every woman. “From the young professional to the party girl to teenagers and everyone in between, Sage has something that they are all sure to love and can definitely afford,” she says. Jean-iuses need not worry—Kitchens also carries lines like L.A.’s (natch) Miss Me Denim in wide-leg trouser style as well as tapered-leg jeans. “I can’t live without my jeans, so it’s a sure bet that you’ll see them on the floor,” she explains.
Ever aware of increasing competition, Kitchens is intent on ensuring that a Sage shopping experience is a pleasurable one by offering exceptional customer service based on a seven-step customer service policy outlining everything, even the best way to greet each patron. Customers are e-mailed every two weeks about new merchandise or cocktail nights. There is even personal shopping for the super picky shopper who might need more one-on-one time.
As to her plans for the coming year, Kitchens excitedly admits “being a mom is my next adventure!” Now two months old, Kitchens new son joins mom at work as she continues to offer up West Coast–inspired laidback chic pieces from By Boe jewelry and Dolce Vita knits. Kitchens, who has a self-confessed “shoe fetish: I have more than 200 shoes,” plans to sell shoes in the near future, and—perhaps later on—tinier pieces to reflect her most precious creation.
“We will eventually set up our web boutique, but my focus is to continue to distinguish ourselves by stocking stylish, inexpensive clothes,” says Kitchens. “That is our trademark.” SP
For more information, please visit www.sageclothing.com.