Our Story | The Family Tradition
A FAMILY TRADITION
Our history started over six decades ago. My ancestors launched a Belk Department Store with Mr. Henry Belk in a quaint town in the Great Smoky Mountains of North Carolina. This would be just the beginning of a multi-generational passion for fashion and customer service.
My great-grandparents eventually retired from Belk Department Stores, but not before both of my grandparents followed in their footsteps. They too became a staple in the same small town department store. My Papaw was the store manager and Mamaw was a store associate.They both admired their work and the benefits it delivered to their customers, friends and loved ones. Even though a Georgia native, spending summers with my grandparents in the mountains was routine for my sister and I. Some of our cherished memories involved spending time at Belk, sliding down the handrails connecting the first and second floors. [During that time, many department stores had two stories] We enjoyed helping Mamaw downstairs in making bows for wrapping customers' purchases. No gift was ever wrapped as beautifully as she did. Her perfectionism shone through in all of her work. They were married for 65 years, working alongside each other at the store. Customers were drawn from all over to shop due to superior customer service, integrity, passion for fashion, and enhancing the shopping experience.
My mother and aunt joined the fashion industry, overseeing a large department store for years before retiring. They gained expertise growing up surrounded by the industry at Belk.
Looking ahead to 2011 and the 4th generation of fashion enthusiasts. A passion for fashion has always been a part of my DNA. That year brought a mix of excitement and heartbreak with Mamaw's ovarian cancer diagnosis. She was the foundation of our family. She was resilient, intelligent, and impeccably dressed. With the beginning of this new chapter and the start of her treatment, the unavoidable occurred. Her hair loss made her self-conscious. During my weekly visits, I'd greet her with a warm 'Hello Beautiful'. [this is where our slogan was born] She would constantly smile, bringing her joy. Conversations revolved around launching the boutique, sparking her excitement. She provided valuable guidance on maintaining a high standard of customer service, showing respect and appreciation for each individual that visits your store. Unfortunately, Mamaw passed away a few months later.
During this time, I chose to honor my exceptional and lovely Mamaw in various ways across the store. I aimed to preserve her legacy and make her proud. I may not fill her shoes, but I aspire to follow her path.
Business has been a blessing from day one. In 2017, my daughter Krystle transitioned from the medical field to partner with me creating the 5th generation fashionista. On October 30, 2018 our 6th generation fashion lover was born. Victoria Lea [named after her Mamaw + Vivi] has been a staple in our store since. She comes to “work” every day and loves all of the attention. Victoria inspired our girls' clothing line, launched in 2019 and closed in 2023 to shift focus to women's fashion.
Our main focus is to offer top-tier customer service while providing the latest trendy fashion styles at affordable prices. We continuously research and bring you the newest fashions in various sizes.
We value our store and appreciate the opportunity to work in such a meaningful, beautiful place every day. We cherish our customers nationwide and enjoy welcoming each of you into our storefront. We take great pride in sending the package and hope you feel special when you receive it and beautiful when wearing it. We are more than just an online or physical store. We are deeply rooted in passion and generations. As a valued member of our family, we appreciate your support for small businesses. We aim to make your experience welcoming, happy, and appreciated whether in our store or receiving your special package in the mail.
Thankful for you,
Veronica + Krystle
Founder/CEO
The Rustic Rack Boutique
Established 2011
