ATHENS – In a modern, retail version of “A Tale of Two Cities,” a north Alabama mother and daughter have been recognized as Alabama Retailer of the Year by the Alabama Retail Association.
Dawne Douthit and her daughter Jessica Douthit Clark are the owners of Epiphany Boutique, which has stores in Athens and Madison.
Their award was in the Annual Sales Less Than $1 Million category and was presented at their store Wednesday in Athens at 100 S. Jefferson St. There was a small celebration as well at their Madison store, 7143-C U.S. 72.
They began selling women’s apparel and accessories 13 years ago inside used textbook stores, first in Huntsville then in Tuscaloosa.
Their venture, which they named Epiphany Boutique, “quickly outgrew the bookstores, and we opened our first standalone location in Madison in 2013,” said Jess, the lone daughter with four brothers.
By the next year, their second brick-and-mortar store that “meets the needs of women in every season of life” opened in Athens, according to a news release from the Alabama Retail Association.
“Athens and Madison are great places to live and work, and the Lord has been kind to allow us the opportunity to serve these communities with our business,” said Dawne and Jess. “We are so thankful for the ladies who choose to shop with us.”
In 2015, they launched an online store and began shipping nationwide.
“We know women have so many roles to play, whether they’re a trendy grandma, a working lady or a mom on the go,” said Dawne, who happens to be a grandmother of 19. “Our goal is to curate clothing that’s fuss free, but still beautiful so she can go out and conquer her world.”
While they “started their business as a mother and daughter from zero,” it has “thrived and grown through the years,” said a former Alabama Retailers of the Year who judged the category. The judges also praised the stores for increased sales, expansion efforts, marketing, social media and community involvement.
“Their dedication to customer service, support for local artisans, and active participation in community events make them a shining example of what a small business can achieve,” said Pammie Jimmar, president of the Athens-Limestone County Chamber of Commerce, who nominated Epiphany Boutiques for the award. “They truly embody the spirit of retail excellence and have significantly contributed to the vitality of our town.”
In a letter of support, Erica DeSpain, founder and author of “All Things Madison,” a digital content creation platform, said, “The longevity of their business speaks volumes, but those who know them aren’t surprised that they’ve made it this far. They are women who have faith who value hard, honest work.”
They travel to markets in Los Angeles, Dallas and Atlanta to “find higher quality products for lower cost,” according to their Retailer of the Year entry.
And, they carry on the mother-daughter tradition they began years before of finding “unique women’s clothing at prices that won’t make Dad cry.”
They are proud of increasing their average order value by 7% in 2023 and 13% so far in 2024. They also added a warehouse to manage online inventory, expanded the Athens store, utilize a communication app with employees to increase productivity and have an app to ease ordering and buying for the customer.
The Alabama Retailer of the Year awards, started in 1999, honor retailers who have demonstrated growth, innovation and a commitment to their respective communities.
Epiphany Boutiques, an Alabama Retail Association member since 2018, is the first of five businesses in four categories the Alabama Retail Association will honor in September as the 2024 Retailers of the Year. This year’s winners were selected from 37 entries submitted from a pool of 62 nominees.
“Dawne Douthit and Jessica Douthit Clark are retailers of the year every year to their customers, 16 employees and the Athens and Madison communities,” said Alabama Retail Association President Rick Brown.
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