Short Pump Style: Blogger-Hosted Bash at Bevello Showcases Fashion, Food & Friends

With an intimate affair, Bevello made its first big splash this past Tuesday night at Short Pump Town Center.  The “Bevello Bash” two hour event was hosted by two local fashion and beauty bloggers, Jayme and Mendi of Her Late Night Cravings and featured light refreshments, chilled champagne, clothing discounts, and personal styling by the […]

February 10, 2012; 11:57 AM • by Sydney Page Lester

With an intimate affair, Bevello made its first big splash this past Tuesday night at Short Pump Town Center.  The “Bevello Bash” two hour event was hosted by two local fashion and beauty bloggers, Jayme and Mendi of Her Late Night Cravings and featured light refreshments, chilled champagne, clothing discounts, and personal styling by the store’s sale associates.

Bevello, a relatively new addition to Short Pump’s line up of retailers, took the former place of Fabrik (now with just one location in Carytown) in September of 2011.  Bevello more than lives up to its corner lot precedent, filling its space with silky fabrics, fun accessories, shoes, and big labels such as French Connection, Michael Kors, and BB Dakota.

The one story store holds between nine to ten clothing racks, open shelving filled with shoes and purses, and two large accessory tables loaded with a girl’s major needs: scarves, bags, earrings, necklaces, and bracelets – all bursting with sparkles, glitter, jewel tones, and prints.

The night’s event drew in about ten women who had received a special invitation from Jayme and Mendi through their blog, Her Late Night Cravings, and personalized emails.  The women ranged from girlfriends, co-workers, bloggers, and even some first time meetings between internet friends.

The event was an overwhelming success with one woman purchasing two dresses handpicked for her by Alden, the store’s full time sales associate.  Several others made purchases and were treated to a delicious 20% discount and a cupcake to go.   Tonessie, a part time sales associate, was on hand as well, dishing out style advice and wrapping up customers’ purchases in light pink tissue.

Walking into Bevello may seem reminiscent of the former retailer, Fabrik, or even Franco’s, a few store fronts down in Short Pump Mall and there is a valid reason why.  These stores, and others like them such as Apricot Lane, have settled into a winning combination:  create a boutique feel, carry a limited number of sizes and shapes, and expand to just a few locations.

This combination allows each shopper to purchase something unique in a cozy setting and be confident that not every woman will have their same top or blazer housed in their closets.   Compared to similar stores, Bevello creates quite the posh environment.  They are well stocked, yet not crowded and the staff is personable, helping you pick out items for specific events while maintaining your own personal style.

Bevello is also small enough to maintain their local feel.  They have just nine stores located between North Carolina and Virginia (Texas look out, a store is coming near you at the end of February), but they are still large enough to know who their audience is and be able to bring in designers and brands that speak to their women – women who like classic clothes with a fun and trendy twist.

The night proved this equation successful yet again as the event wrapped with new friendships, great clothes, and a bevy of new customers waiting for the next shipment of posh, sparkly, and fashionable items.

February 10, 2012 11:57 AM 0