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Conceptualized as early as 1927, Merchants Square was one of the first—if not the first—planned shopping districts in the United States. (Photo courtesy of the Library of Congress Archives.)
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Tyler Bryant, manager at R. Bryant.
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Brittany Rolston, owner of The Shoe Attic.
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Marty Wilson and daughter Alexandra, of The Carousel Children’s Boutique.
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Diane Burden, manager at The French Twist Boutique.
You think of Merchants Square for dinner…but what about what to WEAR to dinner?
Let’s face it—modern clothing may not be your first thought when it comes to the Historic Triangle. Yet, cross the cobblestones of South Henry Street into Merchants Square and you’ll discover a passionate, thriving fashion community.
“People are starting to realize Merchants Square has very unique shopping,” said Marty Wilson, owner of The Carousel Children’s Boutique. Wilson opened the store 26 years ago with her mother, Margaret. A portrait of Wilson, Margaret and Wilson’s daughter Alexandra hangs over the front counter in the store—a testament to the three generations who’ve been involved in the shop.
Merchants Square and its businesses have a long history in our community.
Conceptualized as early as 1927, it was one of the first—if not the first—planned shopping districts in the United States. Merchants Square was developed to seamlessly fold local businesses into the colonial scene after historic restorations originally displaced them.
Now, there are about 12 dedicated apparel stores in the pedestrian mall, including longtime staples like Binns of Williamsburg and R. Bryant Ltd.
It’s the customer service in these small, locally owned shops that encourages longevity. “The owner is going to wait on you and the owner is going to help you,” described Wilson. “We’re actually engaging with our customers.”
R. Bryant, a “traditional men’s shop with flair,” has accumulated a strong following since it opened in 1982 for reasons like this. Tyler Bryant, one of the managers, said that their standout quality is the advice they are able to give their customers.
“If someone comes in not knowing where to start, say, looking for a suit for a wedding or funeral, we can help them make smart choices,” he said.
The staff helps men see how to add color and accessorize, with walls of colorful socks, ties and plaid shirts. R. Bryant regular Seth Farrell, has been a customer for decades, evolving from khakis and blue blazers to colors and patterns that elicit lots of compliments.
“I could pay the same price for something online but the quality and service are above and beyond. It’s like having my own personal shopper—they know my size and taste and anticipate what I might need and I trust their judgment,” said Farrell. He even has a grey cashmere overcoat his parents bought as a graduation present that the R. Bryant tailor Janice altered for him recently. “I still find sharp stuff there, and there’s not a men’s shop from here to DC with the same level of service.”
The staff stresses that dressing well should be an experience. Pulling together outfits that work for the individual customers and their needs is something you just can’t find online.
“People come in, try things on and say, ‘I never would’ve picked this,’” said Brittany Rolston, a Williamsburg local and owner of The Shoe Attic.The shoe and clothing boutique is newly relocated to Merchants Square.
Rolston shared a favorite story: “It had been a long day; I was just getting ready to leave when this woman knocked on the door. I open the door and she says, ‘I’m on my way to a wedding and I don’t like the shoes I brought. Can I just get a pair of shoes? It’ll be super easy.’
“She describes her dress, which is very simple, and she says, ‘I just want a basic heel to go with it.’ So, she’s walking around the store going ‘I don’t know, I don’t know,’ until she finally picks this shoe.”
At this point, Rolston holds up a high-heeled ankle boot with multiple colors, intricate flower-like embroidery and a large bow on the front.
Rolston laughed: “It was not basic! But she said, ‘How fun would this be?’ It’s true—no one else is going to have that shoe.”
That’s a main benefit to shoppers: the variety.
Merchants Square adapts itself specifically to the people and visitors of Williamsburg. After all, we are a mix of East Coast, Southern and small town.
Our city consists of everyone from sorority sisters to families. People who come here regularly for other reasons, like a concert or visiting CW, also stop in to update their wardrobes, adding to the tourism experience.
What’s hot in Williamsburg will be different than New York City or Los Angeles. The shops need the diversity of merchandise to match our community.
The French Twist Boutique, forexample, carries chic women’s clothing and accessories from Paris. Manager Diane Burden explains: “The owner Annie is French-Canadian and in close contact with French designer Nina Kendosa. We’re the only ones in the US who carry her brand—you won’t see it anywhere else.”
There’s also a wide age range to consider. “I want a family of a mother, daughter and grandmother to come into the shop and be able to each find something,” Rolston added.
These local businesses are building relationships, so their inventory and advice are tailored for you.
“We want customers to feelcomfortable in their clothing and feel good about their purchases when they leave,” said Burden.
“The art of dressing well is something people need help with—and we are the experts. We’ll help you put it together and see it differently. Maybe you need to start with stripes and work yourway up to paisley—but that’s what we’re here for. And, you’ll get so many compliments, too,” said Bryant.
“Looking good and feeling special helps self-confidence. It helps our customers feel proud,” Wilson explained.
These shops understand the importance of both community and a strong sense of personal style, so visitors can expect heartfelt attention every time.
Beyond the perfect family picture outfits, Italian-made coats or cupcake-themed shoes, that is what truly sets Merchants Square apart.
Walking down DoG Street, you’re bound to see distinctive clothing: trendy faux-shearling kid’s tops and classic tweed men’s sports jackets. The next time you see a fashionably dressed person in Williamsburg, remember…they may have started at Merchants Square.
French Twist Boutique · frenchtwistboutiquevb.com
R. Bryant · rbryantltd.com
The Carousel Children’s Boutique · carouselchildrens.com
The Shoe Attic · shoe-attic.com