Beautiful In The City: White’s Mercantile

We’ve unveiled our Nashville beauty movement “Beautiful In The City” already, but let’s recap: 

It’s simple. We believe every single person that walks through our doors is beautiful. Our goal? Help them see and feel it, too. Follow our hashtags #discoveryourbeautiful and #beautifulinthecity to take a tour of our work and clientele in a new series we are so excited to introduce: ‘Beautiful In The City.’​ A series of stories told through beautiful imagery highlighting fashion, style, culture and the beauty of everyday life in Nashville, TN.

Small Businesses. Good Style. That is the Nashville we know and love.

When you think of Nashville, what first comes to mind? Daisy Dukes, bachelorette parties and hot chicken, maybe? Yes, all definitely here. But beyond the “Nash Vegas” faćade, lives a deeply-rooted artist town rich in spirit and a lot of heart. Hard-working small businesses, a thriving music and arts community, and so. much. talent. Big brands, small brands. And it’s growing like crazy. 

In order to pull off our vision for Beautiful In The City, we contacted a handful of these neighboring small businesses and asked them if we could use their space for our amazing photographer (Jamie Wright Images) to capture our models. These were obviously hair photoshoots, but we also wanted to highlight the like-minded small businesses we support in the area who put quality service and people first, like we do.

Meet White’s Mercantile: A “General Store For The Modern-day Tastemaker

White’s Mercantile opened in December 2013 by owner Holly Williams, a singer-songwriter in Nashville, TN.

USA Today writer Stacie Standifer writes so perfectly about the store saying, “Time is our most valuable commodity, and [Holly] has created a locale that not only saves precious moments of ‘in and out’, but a concept that will likely bring national attention to the smart, trendy 12 South neighborhood where she lives. Her impeccable, modern taste is always on point.”

“White’s Mercantile, is a completely curated shop stocked with Holly’s favorite items that she’s found while spending much of her life on the highway playing music to adoring fans. She describes White’s as a “general store for the modern-day tastemaker”. She may be from a famous family–country legend Hank Williams Jr. is her father–but don’t expect rhinestones and cowboy hats. Holly’s style embodies a modern-day chic simplicity fitted for shoppers around the globe.”

“I believe in quality over quantity in everything. I believe in investing in things that you will love and cherish for years to come, instead of mindlessly dropping money on things that will not keep relevant through the seasons and time and changes in your life”, Holly says.

Meet Our Beautiful Model, Heather

Heather is from Vermont and is a stylist as well! She loves Nashville because of all the exciting things she has access to in a big city. Being from a small New England town, experiencing something different was always as dream of hers.

She sees Holly J for routine cuts and balayage and we can’t get enough of Heather’s images. @jamiewrightphotos captured Heather so beautifully in this space. And can you believe it was her first time in front of the camera!? We couldn’t either. She is flawless and her kind, infectious smile radiates from these images.

Q: What did you love about the experience?

A: “Definitely having Abbie and Hannah style my hair and make-up. They are so talented!”

Q: What did you think of the #beautifulinthecity experience?

A: “Beautiful In The City was an amazing experience. This (modeling and with professional photographer) was a first for me! The entire Style House team was so supportive and uplifting and White Merc is the cutest shop! So much Southern Charm–you can find a little bit of everything. I even left with a bag at the end of my shoot for my upcoming beach vacation!”

Q: What makes you feel beautiful?

“Being with my family. To me, those are the best moments. They’re my joy.”

About The Look

Stylist Abbie Addotta was responsible for these voluminous waves that would pair just as great with jeans (as seen on Heather) as it would with a cocktail dress.

Stylist and Makeup Artist Hannah Draeger matched the voluminous waves with a subtle smokey eye and soft lip color, perfect for both day and night looks.

Thank you to all who were apart of this beautiful shoot. We loved every minute. What brand should we collaborate with next? Want to model? Send us a DM on Instagram!

xo, cheers


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