Vernacular opens in Virginia-Highland

An Ohio-based women’s boutique company has opened its first Atlanta store in Virginia-Highland, a favorite neighborhood of shoppers. Founded in 2013, the womens wear and lifestyle brand Vernacular seeks to bring together approachable fashion that won’t break the bank, incorporating East Coast and West Coast styles. Husband-and-wife team Kris Konieczko and Chelsea Cabot started the business immediately after graduating from college and now own four locations, including the newest one. After a buying trip to the city, the couple fell in love with the neighborhood, especially during the annual Summerfest. They checked out spaces in retail-popular Ponce City Market, Westside Provisions and Inman Park, but none matched the connection they had with Virginia-Highland. The Atlanta store is their most open, light-filled space, located next to Cacao Cafe. They incorporated the aesthetic they learned from previous stores into this location, including custom shelves made by Kris. The items carried in the boutique were carefully selected by the pair. “The brands we source for our stores have to offer a unique take on their products and keep value and quality at the top of their agenda,” says Cabot. All items are priced under $100, including the private label apparel, so shoppers can be sure of their value. Most jewelry is made in the United States by independent makers. In addition, Vernacular carries gifts and home decor from recognizable brands like Voluspa and Sugarfina as well as books, stationery and apothecary items that they’ve discovered on their travels.

shopvernacular.com

STORY: Caroline Eubanks
Photo: Chelsea Cabot