Serendipity returns to its roots

They’ve been gone from Trussville for eight years but certainly not forgotten. 

Serendipity Boutique, originally beginning their story on North Chalkville Road in 2004 and then moving to Cahaba Heights, has just reopened in Trussville — a second location on Main Street. They sell clothing, gifts, jewelry, shoes and some children’s clothing. 

“We’ve come back to fulfill a need here,” said co-owner Samantha Jones. “What sets our boutique apart here is our customer service and special attention. We analyze what our customers already have in their closet, and we want to put them in clothes that they will wear more than once.” 

Establishing those personal relationships is also what Samantha Jones loves about her business. 

“A customer came in days after we reopened here that we have known since the beginning,” she said. “It’s building those relationships that I love.”

“Serendipity’s niche is we do across-the-board buying for our customers,” said co-owner Vicki Jones. 

One new aspect to their business is that the owners have stepped outside the U.S. to find their pieces.  

“That’s the biggest difference with what we’re doing,” Samantha Jones said. “We don’t buy clothing made in China. We’re now going to market in Birmingham, England. It’s worth it because those suppliers are right on the money as far as our market goes. Also, the size patterns of European clothing fit our women better.”

Having an English woman, Pauline Hartman, out of the five on staff has helped, Samantha Jones said. Hartman has worked in the fashion industry for more than four decades.

“Pauline’s insight has taken it to the next level,” she said. “It’s a family business here regardless of if they are actually family.”

Samantha Jones’ longtime friend Leslie Harwell is manager of the new store, but she also has a creativity calling, too. Harwell custom designs T-shirts and jewelry, connecting her love of photography with fashion. Her Leslie Jean Designs shirts showcase popular stadiums from across the state, among other things. 

Now Trussville residents and having a business in Trussville again, Samantha Jones said she truly enjoys being more invested in the community. 

“We’re going to be able to do community projects and things for the schools here now, and that’s fun,” she said. 

Serendipity has 2,000 square feet of selling space, and it offers personal styling. It’s at 418 Main St. For more information, go to shopserendipityboutique.com or to its Facebook page at Serendipity 2.