F. SCOTT FITZGERALD
“The practical thing was to find rooms in the city...And so with the sunshine and the great bursts of leaves growing on the trees, just as things grow in fast movies, I had that familiar conviction that life was beginning over again with the summer...”
THE GREAT GATSBY
BY
Chapter 1
Carytown at 6:15 PM: Teal blue strapless dress by Susana Monaco; Necklace by local artist Meg Phillips of Magpie Jewelry.
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www.URg Eonline.com | SUMMER 2008
Summer Dresses in the City: A Love Story Ah the seductions of a season— romance reads, lazy evenings on the lanai and inspired selections from Heidi Story. WORDS BY
REBECCA JONES
Just beyond the racks of fashion-forward clothes at Carytown’s Heidi Story (3112 W. Cary St.), you are likely to hear excited voices, mingled with a slightly industrial sound. Keep walking toward the back, and you find its source: a dozen girls learning to sew. Heidi Story has been offering Richmonders wearable trends, and teaching them the skills to create their own, for almost three years. Story, who studied design at Parsons, opened her first store in Brooklyn’s Park Slope. Prior to that, she worked for Norma Kamali and Liz Claiborne and created a flattering line of bridesmaids’ dresses—a garment that strikes fear in the hearts of many. She relocated to Richmond because she felt that it offered her more options.
Story worked for Norma Kamali and Liz Claiborne and created a flattering line of bridesmaids’ dresses—a garment that strikes fear in the hearts of many. “I wanted to be able to expand my business and offer classes, and I couldn’t do that in NYC, due to space constraints. People always ask me if I miss New York. I tell them I am inspired by New York, but I find myself more creative here. I can think better here,” she says. Story sees Richmond style as eclectic and evolving. “You have the cute, preppy mom who shops at Talbot’s and Lily Pulitzer and the funky, tattooed art student at VCU. That is why I love Carytown. It’s where all the groups meet.” And many of them meet in Story’s sewing classes, which are offered to students age 8 through adult. Some of her students designed their own prom dresses. “They turned out fabulous. No one else will have anything like it, and they tailored the dresses to their body type and personal style.” This aligns with Story’s vision for the store. “My goal is to make everyone feel welcome and walk out pretty. I love educating my customers on the designers they are wearing. I try to take into consideration people’s lifestyles, budgets, and body types when recommending clothing. I love helping people feel good about themselves. I also love helping people pick something they would never have chosen for themselves. I think what keeps me going is my customers. They rock!!”g