Looking colorful, chic and comfortable were avid shoppers of Cottonways in 3 Avenues Shopping Center at Miracle Mile, which offers the quintessential to women who enjoy a reliably stylish look with all of the conveniences that go along with 100 percent cotton clothing: No ironing.
“I like cotton-weight clothing; it’s like wearing pajamas, only it’s very in-style,” said the self-proclaimed “Cottonways addict,” Mary Louise Crawford, sporting a key lime top and teal blue pants from previous shopping excursions, and holding several new prospects for her wardrobe in hand.
Crawford, a personal stylist who travelled from Brevard County to attend the shop’s ribbon-cutting last Thursday, heralded the clothing line developed by owner Jennifer Davis, as extremely diverse and fashionable with whimsical touches.
“You can dress the items up or down,” she said. “It can be as casual or as dressy as you like with different accessories. My whole closet is Cottonways, I’m addicted.”
That sentiment was virtually unanimous among the steady stream of women who were shopping in the bright 2,500-square-foot space to the live island sounds produced by a steel drum player during the event last week. The style, convenience, varied looks with mix-and-match items, the prices and plethora of colors are a big draw. In addition, the store offers handbags, jewelry, belts and shoes.
“It’s coastal, comfortable, cool and breathable,” Davis said, wearing relaxed-looking slacks and a V-neck top pulled smartly together with accessories. “It’s suitable for daily life, dinner parties, even weddings.”
And the fact that Cottonways caters to women of all sizes ranging from Miss to Plus, and pants and skirts have a forgiving waistline – they are elastic – has played a big role in the lines success.
Six pieces from Cottonways will have you well suited for a week-long cruise, one customer said. A hand-painted silk screened top with flowy pants or long skirt will make you feel great on the dance floor, beamed another who declared herself a ballroom dancer. Other items are suited for the mother who is all over the map taking children to school, sports practices, events and more. “Parents ask me all of the time where I get my clothes,” said Sara Rillings, who feels great dressed head to toe in Cottonways. “I shop here all of the time. I’ve got three kids and am on the go all the time.”
Cottonways first opened in February of 2006 in Melbourne, after the then-22 year-old Davis turned down post-graduation job offers in her field of study, Economics. She had a bigger dream to follow: Offering a comfortable and sophisticated clothing line to others.
The cotton gauze clothing at Cottonways offers nearly maintenance-free, comfortable fashions, she says. The clothing is both washer- and dryer-safe, will not shrink, and again, no ironing is necessary.
“I wanted to start a dream instead of just playing it safe,” she said, adding that the natural progression would have been to go into banking after college. She started in a 400-square-foot space in Melbourne and within a year expanded to a 1,200-square-foot location.
She now operates five Cottonways stores, all in Florida – located in Melbourne, Fernandina Beach, St. Augustine, Winter Park and Vero Beach. Cottonways in 3 Avenues Shopping Center opened in October 2013. The items are designed locally and manufactured in Guadalajara, Mexico.
“It’s more elegant and classy than just typical beachwear,” said Davis. “We even have a very happy grandmother today who bought her wedding outfit—for a grandson’s wedding – sophisticated and casual.”
Donna Zito, a customer wearing a top with peek-a-boo sleeve in pale pink and white slacks, said, “It washes great. Pull it out of the dryer and you’re ready to go,” You feel like you’re going out in your pajamas but you look great.”
Penny Chandler, President of the Indian River County Chamber of Commerce, and Vero Beach Mayor Dick Winger were on hand as dozens of women perused the racks of clothes. Chandler said the store is a great addition to 3 Avenues where there are several nationally-recognized businesses such as Chico’s, Bonefish Grill and Jos. A. Banks.
“My wife will love it,” Winger said before cutting the ribbon.
One enthusiastic model proudly sported one of the hand-painted silk-screened blouses she said she has worn ballroom dancing. She modeled various looks that can be achieved with the top – worn flowy, tucked in at the waist or with a shell ring to create a blousy effect.
Looking on, Davis beamed, “We can dress anyone.”