Photos by Erin Nelson.
Chanel Morgan, owner of River Loft, is photographed inside her boutique on U.S. 11 in Springville on July 12. Morgan said that her Springville location allows her the opportunity to carry protected lines, which are brands that limit the stores that carry their product within a specific geographic area.
“I am so glad to be back home,” River Loft owner Chanel Morgan said.
With the opening of River Loft women’s clothing and accessory boutique, Morgan brings nearly a decade of shop ownership experience to Springville’s growing downtown shopping area. Originally a partner in Trussville’s Tula J boutique, Morgan sold her share with plans to relocate to Guntersville.
“I found the perfect location and opened River Loft there before I found a house. But after being there for about a year, I’ve realized it isn’t where I’d like to live right now,” Morgan said.
As a single mom, Morgan found the commute from Trussville to take a toll, which was one of the primary motivators for relocating the store to Springville. “I want to devote more time to my son and not miss any of his ballgames,” she said.
She also shared that Springville’s location allows her the opportunity to carry protected lines, which are brands that limit the stores that carry their product within a specific geographic area.
She’s most excited to build River Loft’s shoe collection. In addition to boutique brands, the store will also carry Antelope, Chocolat Blu, Pierre Dumas, Sole Society brands and more.
“In Guntersville, we were located right next door to an amazing shoe store so I couldn’t carry any of those brands. But here, I can have everything in one location and can dress ladies from head to toe,” Morgan said.
Other accessories available at River Loft include jewelry from Amy Margaret, Ann Paige and several other lines, as well as Mistura watches.
Clothing sizes range from XS to 3X in styles intended to suit a variety of tastes. River Loft will offer several brands of jeans, basic topics, casual dresses and some dressier items for special occasions.
“I’m concentrating on clothing for 30s and over because there are already so many great stores for younger ladies. I want something that has styles that cover a bit more,” she said.
Photo by Erin Nelson.
Janna Clark holds her 6-week-old son Cooper as she looks through a rack of clothing at River Loft. Clothing sizes range from XS to 3X in styles intended to suit a variety of tastes. River Loft will offer several brands of jeans, basic topics, casual dresses and some dressier items for special occasions.
For special occasions such as holidays, proms or weddings, Morgan will also have makeup artists and spray tans available by appointment.
“I’m trying to carry something for everyone — every age and every style. I like for when people come in the door to just have something for everyone.”
The store’s official grand opening was at the end of July, but it was open leading up until that date, allowing visitors to shop discount racks and help make room for new inventory.
“My mom, Inga Pike, has been with me every step of the way. She is who encouraged me to go ahead and open and I’m glad she did. I’ve already met so many people and I didn’t realize that Springville pulls shoppers from so many places. I’ve had customers from Oneonta, Pell City, Mountain Brook, Vestavia – just all over that I hadn’t even expected,” Morgan said.
She also hopes to make connections with local artists and vendors that may offer items complimentary to River Loft’s style. She said, “I’m all about supporting local artists and would love to possibly even carry some art here.”
“I’d like to bring something new to Springville and surrounding areas that haven’t been here before. I’m looking forward to meeting people and just trying to help ladies feel good about themselves,” Morgan said.
River Loft is located at 6417 U.S. 11. Standard business hours will be 10 a.m. to 5 p.m. Monday through Saturday, with extended shopping until 7 p.m. on Thursdays. Find River Loft on Facebook and Instagram for more details.
