ON THE RISE
Most women can relate to the absolute nightmare of trying to assemble that perfect outfit for an outing or event. Cue the tears, hanger throwing, and possible cursing as it can simply be too much. And having love-hate relationships with our clothing, closets, and bodies are often just accepted, too. Understanding it takes so much more than curating a visually pleasing atmosphere dotted with pretty merchandise to create a successful brick and mortar boutique, boss babe and fashion guru Mel Reynolds is one of those people that knows dressing women is an absolute art form. Having masterfully built her store RISE in the heart of Spring Hill, she’s also forged a brand, sculpted a cult-like following, and secured exclusive lines that provide wear for more than a season. However, in her 5th year of business, she’s driven by the relationships built in and out of the dressing room. Proving she has the solution to replace the tears with a dream wardrobe, Mel explains the path to loving the way you look. Plus, this pop culture die-hard meets fashion-fanatic shows us how to have fun with style.
By Hayley Hill Photos Amber Jones, JonesAmberMichelle@gmail.com Makeup Courtney Matthews Makeup Artistry, Cocokat1978@gmail.com Hair Felisha Tackett, 251.408.1382
At first glance, RISE and all of its glorious goods get your heart rate going. From there, you might excitedly wonder if there’s anything for you before giving up amongst the racks of pretty frocks and accessories that seem to promise a life change. It’s really fun, yet even the most fashion-forward could get overwhelmed. After all, who has free time? Even the idea of having help seems like one more thing to do. However, that’s just the fear talking. So, in the name of self-care, we explored this local gem.
For starters, Mel and te talented staff at RISE prioritize getting to know each client in order to create a functional wardrobe that maximizes each piece and ensures everything works together indefinitely. Known to sell or lend goods from their own closets, special order sizes, deliver emergency looks, and more, having Mel in your fashion corner just makes sense. If it sounds like a pitch, we can assure you it isn’t, as many Access staffers have “RISEN.”
Mel explains, “We specialize in growing relationships and serving women of all ages and body types. Curating complete and functional wardrobes, we also strive to provide pieces that are fresh and different from what is being offered elsewhere. Our strength lies in our ability to build the perfect outfit for everything, from big life events to everyday living. We want our ladies to look and feel fabulous everywhere they go, from running errands, to attending Mardi Gras luncheons, to creating a vacation capsule. Whatever she has going on, we’ll create the perfect head-to-toe look.”
Not one to take all the credit, Mel has built a team of diverse women who know their fashion stuff. “Without a doubt, our RISE girls are the secret sauce. We firmly believe in the 80/20 rule, meaning 80% of our sales come from 20% of our clients. And this is because we love forming relationships and helping women look and feel great. We don’t want clients to get overwhelmed sifting through racks and racks only to find one piece they’re not sure what to do with. Knowing our clients’ closets, we help them build confidence with a wardrobe they enjoy and are proud of. We schedule client “closet edits” where we evaluate what they have on hand and determine where we can fill in the gaps to elevate their look. The best part is that we visually display the closet just like our storefront, so that every piece is visible and easy to grab. When a new style arrives that would compliment their collection, we reach out.”
She works hard to source and carry several brands that are not found elsewhere locally. No easy feat, Mel shares, “A lot of thought and effort goes into buying each season. Our climate is a huge factor in decision making as oversized sweaters and puffer jackets are not necessarily what Bay area women need since it can be hot through the new year. Seeking pieces that can be worn most of the year, I look into unconventional markets like Australia, where the seasons are opposite the Northern Hemisphere, for fabrications that can be worn in the south. Most lines in the states push winter wear delivery for August and that simply doesn’t fly around here!”
Securing exclusives is also important. “We offer several lines that are only available locally at RISE. For example, MOTHER DENIM is one of those premier exclusive-to-RISE lines in Mobile. I’ve been wearing the brand for several years, and it’s the best denim line, hands down. One of my objectives when starting RISE was to secure must-have key brands that I’ve tried personally, that vibe with my aesthetic and provide lasting quality,” she shares.
Verifying the RISE team stops at nothing to ensure that their clients shine, the Access team was blown away when Mel showed up at a photoshoot for one of her clients who is not only a friend, but a local business owner too. She not only prepared the entire wardrobe for each employee, but she also jumped in and helped with hair when our stylist had to cancel last minute. Having witnessed the evolution of her friend’s style, the impact it has made on her confidence and happiness is undeniable. And, she did the same for this feature. Working for days to research the creative direction anchored in iconic pop culture moments, she doesn’t do anything halfway.
A fashion stylist at heart, Mel has a specific approach that shifts perspectives and results in women excited to get dressed. “My method revolves around three principles: fit, fabrication and cool factor. These principles are applied to every woman that comes in or shops online regardless of her age, shape, or size. From wholesale selling and buying to high end retail sales and management, fashion has been in my blood for 22 years. When it comes to assessing the clients needs and what types of products they gravitate to, — I instantly start solving the puzzle in my mind. It takes years of being immersed in fashion (eating, sleeping, drinking and breathing it!) to fully understand body types, proportions, what fabrics work best, etc. Then it’s all about vision. I see it, then instantly sort out what the client needs, and I make it happen,” she explains.
Elaborating on her passion, Mel tells us, “One of our mottos we actually trademarked and live by is “chic-on-theme.” Since there are at least two holidays each month, and if you add in vacations, weddings, school programs, etc, that’s enough to overwhelm anyone from a fashion standpoint. So, we work to tie it all together and maximize each piece for our clients. For example, we may buy a cute kitty mask for Halloween and pair it with a gorgeous black jumpsuit that can be worn 365 days a year - THAT’S chic-on-theme. There’s always a theme and you always want to show up all the way chic.”
And while Mel and her team love fashion, they understand the concerns many of us have. “The number one fear we hear is “ I’m too old for this.” The truth is, you’re absolutely not. A lot of ladies will put boundaries on themselves around certain types of outfits, and that is just oppressive. Why hold yourself back from being your happiest and most fabulous? We are here to show you how to be your boldest self with no apologies, period,” she emphasizes.
When it comes to Mel’s fashion icons and influencers, there are many. “I’m inspired by every type of look, era, and decade. I love the clean, chic vibes of model and influencer Rosie Huntington Whitley because she makes everyday casual look so effortlessly sophisticated. I also love every single outfit that Michelle Pfeiffer wore in the iconic film Scarface. Those 70s satin bias-cut gowns are perfection! I also love Blake Lively’s bold, All-American vibe. She always looks so classic in Ralph Lauren suiting and can effortlessly transition into a champagne Gucci gown. All of these looks live rent free in my head and inspire some of the garments I bring into the store,” she shares.
As for her team? “I set out to build the perfect staff that feels the same way about fashion, has loads of experience, and emulates my philosophies of how modern, contemporary, powerful women can look their best. “I’ll love this fashion game for all of my life and am thrilled to have such amazing women by my side,” Mel confesses. Team member Alan Murphy says, “I’m really good at getting clients out of their comfort zones and finding pieces they will reach for again and again. You can see their demeanor transform in a way they’d never imagined. Expressing oneself through style is such a powerful, but often undervalued, tool! Recently, I read the Alchemist and immediately thought of Mel when I read, “‘There was a language in the world that everyone understood. It was the language of enthusiasm, of things accomplished with love and purpose, and as part of a search for something believed in and desired.’ Because of this, there’s just something so much bigger at RISE.”
Team member Debbie Richards, at just 70-ish years young, is known for her style and is instrumental in helping women craft looks that are modern and ageless. After all, if she can do it, so can we all. With her infectious spirit, she shares, “I want to make every woman from 18-85 leave with a smile and a look that truly makes them happy. Simply the best, and better than all the rest, RISE has the perfect looks and wardrobe building blocks for all women in the Bay area. And who else has pink disco balls?” Team member Jennifer Ryan adds, “I fell in love with RISE as a customer. I was new to the area and having been in retail for many years, I find most small town stores offer the same styles, but Mel and RISE are in a category of their own. Both unapologetically unique and unafraid to embrace excitement and change, we appeal to a wide range of women which is more important than anything we can put in our windows.”
Clearly this team is as vibrant as the Spice Girls, TLC, and any Vanity Fair celebrity-driven cover. And they’re even able to rival the Beatles legendary Abbey Road album cover. In fact, when it comes to fashion, they’re able to tell us what we want, what we really, really want — and need.
RISE
4354B Old Shell Road Mobile, AL 36608
251.341.7096
@shopRISEonline
