by Sharon Curran-Wright
AvenueBlack is an intimate, hometown boutique with a carefully curated collection of women’s clothing and accessories, children’s clothing, and decor. Their hand-selected pieces are modern yet casual, with styles meant to spark confidence and joy. They incorporate new styles when they can, but they have found that customers really appreciate simple, classic pieces that are versatile and can be worn as transitional pieces from season to season.
The boutique strives to carry clothing that offers the best value and quality. Jeans, graphic tees, and flannels are by far the best sellers, and new items arrive every two weeks. AvenueBlack carries a variety of brands that reflect the values that are important to the owners, including KanCan denim, Ampersand Avenue, 7th Ray, and Blu Pepper. Many of their graphic tees, gift items, and accessories come from small businesses all over the United States. Freshwater Design is a small business based in Georgia that creates some of the custom Fincastle keychains.
The idea for AvenueBlack began to take shape in 2019 when owner Ranelle Simmons had a vision to host small, personal events, but after falling in love with an old, vacant building in the heart of Fincastle, she decided to transform the space into a boutique. The picturesque windows lining the front of the building filled the space with natural light, which evoked feelings of joy, comfort, and inspiration for Ranelle. She knew she could transform the old building into a space where people can gather, shop, meet others, encourage one another, and grow together.
Born and raised in Fincastle, Ranelle has been a stay-at-home mom for 16 years with her three children, James, Bella, and Berkeley. The girls help pick graphic tee designs and model occasionally; James helps set up when Ranelle does a pop-up market.
Ranelle has never shied away from embracing the small-town mindset and bringing to life all the wonderful benefits of having a close-knit community. She worked with the Virginia Department of Tourism to bring the LOVEworks mural that is displayed on the side of the AvenueBlack building. She brought in artist Alexia Barreiro from Denver to paint the mural and to work with the branding agency, Leo+Laine. The art incorporates AvenueBlack’s brand and the rich history of the town. Sections of the artwork are duplicated for graphics used on t-shirts and sweatshirts, travel cups, and other merchandise that is popular at the Fincastle Festival in September.
AvenueBlack offers all items online through the Shop Our Store link on the website. Open Wednesday through Saturday, AvenueBlack is more than a place to shop; it’s a welcoming experience that will prepare you for the journey ahead – whatever that may be. Come say hi and stay awhile. www.avenueblackva.com. For more information, see page 9.
