A CALL TO FASHION

Turning a passion into a business is always challenging, especially in the world of online shopping and big box retail takeovers. But with hard work, dreams really can come true. Kati Lovvorn, the proud owner of midtown Mobile’s new hot fashion spot, Velvet Lab, proves this point and gives us every reason to shop at her carefully curated oasis. From assorted sizes to a wide range of classic and trendy brands, Kati is all about helping women love the way they look. With a no-woman-should-settle approach, she shares her journey, what’s trending, and more.

 By Hayley Hill Photos Stevye Photography, StevyePhotography.com Makeup Courtney Matthews Makeup Artistry, CocoKat1978@gmail.com Hair Felisha Allen, HeadDress Salon, 251.689.7427

For most everyone in the fashion industry, the calling comes early. For Kati, it started when she was just six years old. “I’ve loved fashion my whole life. When I was little, I changed outfits so often that my parents put a lock at the top of my closet so I couldn’t get in there after I was already dressed. However, I soon figured out how to drag a chair to my room and jump off it to unlock the door. As they say, ‘if there’s a will, there’s a way,’” Kati fondly recalls.

All grown-up, Kati not only has a lock-free closet of her own, she owns a clothing boutique, too. And with a laser-like focus on what women of all ages and sizes truly need and want, she’s open for business in midtown Mobile, where the cool factor is growing off the charts. Located on Old Shell Road near everyone’s favorite burger and dog joint, the Dew Drop Inn, Kati shares, “I looked all over and hadn’t found anything quite right. Eventually, a friend told me about the Shoppes at Midtown and it was love at first sight. I immediately started imagining everything I could do with the space,” she declares about the large empty location perfectly sandwiched between Pure Barre and Nova Market.

Upon entering, most are stopped in their tracks as it feels like a hip boutique one might see in bigger cities. When asked her vision, Kati shares, “First and foremost, I wanted the design to be crisp, clean, and comfortable—even a place for customers to relax. I purchased my countertops and wallpaper first and everything else was built around those. I like to describe it as modern with a splash of boho.”  

Kati certainly achieved her design goals but even more importantly, she’s hit a home run with the brands and services offered, especially when it comes to sizing and price points. “I’ve never been a size two and I think every woman should be able to walk into a store and have the ability to try on clothes and walk out with a shopping bag of happiness. I offer several brands with sizes ranging from XS–XL with very generous cuts. The industry still has a ways to go with size inclusion but I’ve been happy with the progress of the brands I carry. Some of my favorites are Show Me Your MuMu, a US-based female-owned business that really knows how to make clothes for women’s bodies. The fit, fabrics, quality, and styles are as flawless as their whimsical patterns and colors. Project Social T is my favorite elevated basics brand. The material is like butter and takes your plain white tee to the next level,” Kati tells us, adding, “I’m also adamant about having a variety of price points so everyone can shop and enjoy Velvet Lab.”

Getting more specific, Kati states, “Velvet Lab is unique. I keep my styles adventurous, fashion-forward, and classic. I offer a taste of the trends that can be worn effortlessly in daily life. A believer in accessories, I feel the more the better and layering necklaces and bracelets is so popular. It’s fun to mix nice gold pieces with a big funky colorful piece,” she explains. And it doesn’t stop there, “I also offer many gifting items like slippers, pajama sets, bags, bright and locally themed glassware, hand towels, a wonderful unisex scent that’s so fresh you’ll never want to leave home without it, and some really funky and fun candles, candle sticks, and cheeky matchbooks that are great to give and get.”

Like most smart retailers, Kati knows about customer service, too. “I want people to feel at ease and know I’m here for all their questions, concerns, and advice. I want everyone to feel fabulous in what they purchase. Feeling beautiful inside and out is essential to how we take on each day. I love styling and every time a customer is willing to try looks outside of their comfort zone, they’re pleasantly surprised and leave with the perfect looks and new shopping know-how. With my higher end brands, I even do special orders and I offer curbside pickup, which has been helpful for my working moms!”

Clearly knowledgeable, we ask about her experience. “I worked at various boutiques throughout college with the hopes of eventually becoming a stylist. However, as I continued to work for small boutiques and female entrepreneurs, it became evident that I belonged in retail. I then became the Director at the Urban Emporium in downtown Mobile, where I had the opportunity to help over 100 businesses navigate the ins and outs of retail. I’d never worked in the nonprofit space, let alone an incubator. It was a whole new adventure in fashion and solely focused on creating a space to nurture start-up and early-stage independent retailers. In a world of big box retail, this is really special. I also had the pleasure of working with the Downtown Mobile Alliance and all the resources they offer. It was a great learning experience in fields such as business, marketing, development, and real estate. I learned the importance of how connected everything is and how each connection contributes to success and growth. I was lucky to have so many mentors and it’s because of this experience that I now have my own store,” Kati exclaims.

Kati opened Velvet Lab in March of this year. “It was an exciting, scary, and satisfying time— full-circle moment. I’m thrilled I made the decision because Mobile is a growing community with so much space for retail growth. However, it’s not all glamorous. I spent a ton of time preparing my business plan with my consultant, Denise Browning with Hunter Ventures and I couldn’t have done it without her guidance! As with all ventures, I encountered obstacles like construction delays. I’m a planner and list maker, so the first obstacle I had to overcome was realizing my lists were obsolete as soon as I made them. Being solely responsible for all decision making is exciting, but also heavy when something goes wrong.  It’s all on you. Sometimes these mistakes are expensive, so you learn—very quickly,” Kati shares.

When asked if it’s all worth it, Kati tells us, “It’s better than I imagined! There’s no feeling like putting all your blood, sweat, and tears into your dream and seeing it come together perfectly. Every time someone comments, ‘This is beautiful!’, ‘I love your décor,’ and ‘I love what you offer,’ my heart literally skips a beat. It’s a surprisingly personal thing to present my store to the world and I just want it to be perfect. However, my top tip is not to get hung up on every small detail because you’ll never open the door. Which is easier said than done!”

As for her personal style, Kati says, “I’m a big believer in finding fits that work for your body type and going with those, but I’m also an adventurous dresser. Always a little ahead of my time, I think my looks show shoppers they can pull off trends in their own way, too. Zendaya and Blake Lively are my celebrity style icons, and stylists Rachel Zoe and Brad Goreski are inspirational; the heart and soul they put into their clients’ looks really shows and I like to think I make that same effort for my customers. My current must haves include cute tennis shoes to pair with jeans, dresses, and athleisure looks. I love nothing more than getting dressed up and throwing on tennis shoes! Also, gold chains galore—I don’t leave home without them. I’ve always been a ‘put on one more thing before I leave’ instead of a ‘take one thing off’ kind of girl. And sunglasses! I never have fewer than five pairs on me because they truly can change how you feel. I carry I-SEA sunnies and they’re chic, affordable ,and polarized—a must-have for me.”

As for what this hometown gal is looking forward to, Kati shares, “I’m excited for my October holiday season deliveries as everything is bright, sequins, and sophisticated. I can’t wait for my customers to see the great cocktail dresses and trousers. Of course I have an incredible selection of gameday attire in team colors that can be worn outside of football season, too.” On a personal note, Kati enjoys the water and boating with her family and she and her father like to say they’re the last water skiers left on Dog River. Looking forward to the end of the month, Kati concludes with, “I absolutely love Halloween, it’s my favorite over Christmas and Thanksgiving by far!” And that makes perfect sense to us.

Velvet Lab | 1812 Old Shell Road, Suite C Mobile | 251.300.2425 | @velvetlab_