Photograph by Kevin A. Roberts
Ebony Wilson believes that good things come to those who wait…and she’s been waiting for a long time. As the first retailer to open up shop in Crown Square, near attorney Norah Ryan and the Old North St. Louis Restoration Group, she is seeing her dreams come true after years spent planning her first fashion boutique, Therapy.
Your store is beautiful, though I can’t help noticing what’s right across the street: Crown Candy Kitchen. Did you vie for this particular spot?
Yes, I waited two years to move into this space. It seems like it took decades for the project to be completed. I had folks saying, “I think you should move on and look elsewhere for another location; it seems like that project will never be completed.” I said, “No! I have patience, and I can wait.”
Your clothing and accessories are very affordable—I’m seeing accessories for $20 and an adorable dress for $60. Is that a priority
for you?
Definitely! My mission is to sell beautiful pieces at a price that is affordable. I think it is important for women to return back to the days when we loved to dress up and look glam.
Had you been involved in retail before this venture? Yes, I was a bebe [brand] girl at one time, and I did an internship at a boutique that was located in downtown St. Louis. I’ve always been interested in it.
If you had to describe your ideal customer, who would she be?
Therapy’s customer is a woman who is vibrant, with a sensible disposable income. She wants pieces at an affordable price. Our customer knows that appearance is important and wants to feel fantastic in both business and social environments while maintaining her own signature style. And she believes beautiful clothing makes her feel good inside and out.
Tell me about the store’s name.
I named the boutique Therapy because most women shop for a therapeutic experience: to relax, as stress relief. That’s why the slogan is “Where shopping relieves tension, stress, and all that other mess!”
What’s your favorite part about owning a boutique in this neighborhood?
The community is like a little town. The first week that Therapy opened, everyone from business owners to the neighbors came by and introduced themselves. It’s like being on Cheers. Old North is very, very family-oriented; throughout the year there are family events for the community.
