Coastal Inspiration

The new Ashby's Clothing Co. offers many designer pieces you're not likely to find in Missouri.

THE SHOP: Ashby’s Clothing Co., 1458 E. Republic Rd., Springfield, 417-887-1127. (Mon. to Sat., 10 a.m. to 5 p.m. Special appointments available.)

ATMOSPHERE: Ashby’s just moved west on Republic Road to the new shopping center that also houses Posh Maternity, Ozark Adventures and Parlor 88. The store’s interior is more industrial-looking than the previous location. Its concrete floors and plain walls were selected to showcase the clothes rather than the décor.

KEY PEOPLE: This boutique is owned and operated by Roberta Wooldridge, who lives and breathes fashion and also does all the store’s purchasing. In her former life, she was a first-grade teacher, and after eight years of teaching, she switched gears 10 years ago to children’s wear. She completely transitioned to contemporary women’s clothes with the switch to the new Ashby’s location in July 2007. “If you can teach first grade, you can do about anything,” says Wooldridge.

WHAT YOU’LL FIND: In this period of cheap chic, you might be taken back by Ashby’s prices. For women who know their labels, the cost of the garments is often no shock; indeed it’s exactly what those who are seeking pieces from elite designers are accustomed to.

Wooldridge travels to New York and Los Angeles about six times a year to make sure she has the same names on her racks as the coastal hotspots. She also looks to retailers such as Barney’s and Neiman Marcus. “Fashion changes,” Wooldridge says. “I have a lot of educated buyers, and they’re in my mind when I’m purchasing. I’m always changing what I’m bringing in. That’s what keeps it fresh. [With my pieces] I like to go to the edge, but not over the edge.”
Contemporary women’s wear (you know, the chic, hot, must-have-now clothing donned by actresses and sometimes famous but-I’m-not-sure-why types) is the sole focus of Ashby’s. The boutique carries big names such as Phillip Lim, Rebecca Taylor, Tibi, Rory Beca, Trina Turk, Nanette Lepore, Splendid and Twinkle. Recently, Wooldridge has added some pieces that would be “good for high school girls and are at a better price point,” (a top for $60 rather than a similar style for $240). Even with the addition of these pieces for younger women, Wooldridge says the quality is still there. She focuses on fabric and how a garment hangs while worn.

Ashby’s selection is mostly tops with some dresses, skirts, jeans, purses and jewelry scattered in. “Jewelry goes in spurts, and I won’t buy just to be buying,” Wooldridge says. There are great sweaters, and Wooldridge say her coats have been selling out the first day they come in.

Ashby’s also focuses on repeat business. Wooldridge aims to get to know each of her customers (she says her regulars are like family) and calls them when items come in she thinks they’ll like. Ashby’s also offers the kind of service that big-city boutiques do. Don’t be surprised if you’re offered something to drink or shocked at the staff’s willingness to schedule a special appointment. Ashby’s also has a fairly lax return policy. Where many smaller shops won’t take returns—period—Ashby’s allows both exchanges and returns within a 30-day period.

Wooldridge says to look for a lot of glitz on her racks in the spring. While at market, she saw extremes: either glitzy or “old hippie,” without much in-between. For now, winter still has a lot of creams, whites and blacks on its lineup.

417 VERDICT: The average price point doesn’t make Ashby’s garments available to the masses, but its garments aren’t available
everywhere, either. For label-watchers and trend-conscious women, Ashby’s is a good spot to snag those hard-to-find pieces without having to hop on a plane.