Small Businesses on the Fashion Scene Need Your Support to Survive

Fashionista Roanoke is a multicultural, multi-ethnic organization created in 2008 by Garland Gravely. Gravely, disheartened by the segregated nature of Roanoke City, set out to unite people from all walks of life through fashion, while simultaneously promoting local designers and boutiques.

The COVID-19 pandemic has created a hardship for many local small businesses, and those in the fashion world have not been exempt. “Small businesses are the lifeblood of the economy,” said Gravely. “Without them it would leave a vast hole in the area.”

Gravely wants people to know that they don’t have to venture out of town to find unique fashion and accessories. “You can go to any of these boutiques and find things that you won’t find anywhere else,” he said. One such boutique is Shades of Color owned and operated by Pauline Wood on the Roanoke City Market in downtown. The boutique features an assortment of clothing and accessories.

Another local shop is The Birdcage Boutique, with two locations – Starkey Road in Roanoke County and College Avenue in Salem. The Birdcage Boutique sells unique women’s clothing and jewelry and was founded by Gwenda Kellett.

For those looking for footwear, fashion and accessories, Shelena’s Collection is a local choice. Located on Williamson Road in Roanoke, Shelena Cooper opened the store in 2014.

And if you’re looking for stylish outdoor apparel, Walkabout Outfitters is the perfect shop. Walkabout Outfitters has multiple locations in Virginia, including Downtown Roanoke and Valley View Mall. There are other locations in Richmond, Harrisonburg, Lexington and Blacksburg. 

With Virginia slowly opening back up, and many people returning to work and beginning to resume regular activities, there are more opportunities on the horizon for people to dress up. 

Now, more than ever, small businesses need community support and with a plethora of choices, Fashionista Roanoke encourages people to shop local.