About Serendipity Boutique/ Wear It Well Wholesale

Samantha Jones, a Birmingham AL native, has been in the retail industry for 24 years. She hit the road as a sales rep for a multi line rep company covering the southeast after graduating U of A in 2002. She opened "Serendipity Boutique" April 1 2004. She still owns and operates two locations with the immense help and support of her staff. She became a retail consultant to other independents across the south in 2011. Her main roles in this realm were providing forecasted sales reports for 12 months out, open-to-buy plans, budgets, cash flow analysis, etc... One hiccup she constantly faced with clients was bad buys. She could provide the ideal budget, but if the buyer continued to purchase "bad bananas" she couldn't stop them. She increasingly had to help them select better products that provided the necessary margins to make money. She started sharing her skills in importing one size margin goods from Italy. The client was thrilled with the results therefore more and more attention was needed in the process. Hence, the wholesale division of A Better Retailer consulting, Wear It Well wholesale evolved. It was gonna be easier to bring in the best of the best to the regional markets and allow clients to do their selecting there. The rest is history. We are now designing all new looks and moving towards domestic production. In the midst of the pandemic we wanted to become self-sufficient. We also want to solve the problem of severe lack of stylings for missy contemporary women.Read their story