New Old Town Helena business opens in new year

Published 11:02 am Monday, January 14, 2013

Helena Mercantile proprietor Amy Webb and her mother, Ginny Jones, at the check out desk on the new business’s opening day. (Contributed)

By LAURA BROOKHART / Community Columnist

The New Year brings fresh new faces and Helena Mercantile, an eclectic, vintage-styled boutique shop, to Old Town.

Amy and Barry Webb opened their doors on Jan. 5 with a ribbon cutting ceremony held among friends, community representatives and enthusiastic shoppers.

The Webbs operated the Pelham Racquet Club tennis shop for more than 11 years during which time Barry Webb served as head pro.

“This is a longtime dream of mine. And we wanted to do it in Helena, our hometown,” Amy Webb told me.

“People have got to find us; we have to make ourselves known. We have already had great reception on Facebook and some customers have placed orders without even coming into the store.”

Initially, Webb has chosen to gear selections to appeal to the 25-45 age range.

“I definitely want an empire, but this is where I have chosen to start,” Webb said.

Webb is savvy about clothing lines that are affordable and said she has the credit card receipts to prove it!

Helena Mercantile carries brands such as Mystery and Areve and Ryu and Coconuts boots. These boots are very affordable, around $80. They have a rubber sole and are very comfortable — they feel already broken in, Webb notes.

She will also be adding boots by Corral, a line she feels will contribute to making Helena Mercantile “a destination shop.”

Also coming is a custom Helena huskie belt buckle by Loop de Loop. This line, made in Charlotte, N.C., features interchangeable belts and buckles in many popular motifs.

Other accessories include Perdido Pearls, a line of freshwater pearl jewelry, and candles from Fairhope Soy Candle Co.

“We want to welcome Helena Mercantile to Old Town. It’s nice to see someone taking a chance in this environment,” said David Schlueter, president of Helena Business Association.

The shop is configured with repurposed and vintage architectural elements that make for a very comfortable ambiance and the roomy dressing area is a delight. Current hours are Tuesday-Saturday 10:30 a.m. to 6:30 p.m.

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Laura Brookhart can be reached by email at