This 101 guide to savvy boutique shopping will help you develop a wardrobe that's the envy of your friends, while discovering the benefits of customer appreciation. 
- story by Greg Matusoff, photos by Ellis Anderson 

When you walk into a boutique, you're greeted by someone friendly, knowledgeable, and often ready to help. You might be the only customer at that time and you get a level of service that you won't find anywhere else. You can take your time trying on items, and often if something is the wrong size, someone is there to get the right size for you. For the short amount of time you're in the boutique, you're special, and it's a great feeling.

Over time, frequenting the same boutiques, you build a rapport that you wouldn't find elsewhere. They'll come to know you and the brands you favor, and what might fit best. It's not uncommon to get a phone call or email when something they think you'll love comes in the store. And when it does, you can rest assured that you won't see the same item worn by 15 of your closest friends, as might be the case with something from the Gap. 

While prices may be higher, the excellent service more than makes up for it. And they are perfect places to go for gifts! Often you'll walk out with a crisp bag and fresh tissue paper wrapping your items with care. And from what we've experienced in the Bay, the shop owners are accommodating beyond expectation.

We've even had one shop owner send us home with a pair of boots to try on and make sure they fit right with the understanding that we'd come back to pay or return the next day. Where else does that happen?

And keep in mind that most of these shops are locally owned. Shopping boutiques is a great way to support your friends and neighbors while keeping money in our community. 
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If you haven't tried some of our boutiques, I encourage you to do so. You'll find some unique pieces and get to know your neighbors in the process. And in the end, we should all feel good about our own personal expression and live an inspired life.

Local Boutiques

There aren't many men’s-only local shops, but S.F. Alman, Ltd. in Gulfport and Anthony's in the Bay (501 Main Street) are excellent and if you're heading to NOLA, Magazine Street has a number of shops just for men.

For women:  Anthony's (501 Main Street) and California Drawstrings (216 Main Street, which has a small men's section).  Bay-Tique (125 Main Street), Splash (833 Highway 90) and Bella Mar (998 Hwy 90) stand out locally.  ​

This primer on consignment and discount stores explaining how they work will help you find incredible deals and fashion finds.  
- story by Greg Matusoff

Oftentimes vintage and consignment shop owners will frequent the thrift stores and purchase desirable items to resell.  Or individuals come in wanting to get in-store credit (higher percentage) or cash for their clothes. 

Shopping vintage and consignment is a great way to find high-end labels at lower-end prices, with the latter often carrying last season and end of season clothing.  The items might still have new tags, and you're more likely to find well-cared-for items that aren't ripped, worn-out, or t-shirts from a family reunion. 

Again, this is not a gold mine every time you go.  As with thrifting, it is hit or miss, but more often than not, I seem to find a big hit.  The more often you go, the more you'll find, but don't expect too many once-in-a-lifetime finds. The staff working here is well versed in apparel and knows quality pieces and what's trending now and will price accordingly.  That said, Prada sunglasses for $100 is a lot more palatable than $350+.

Locally we have a few great shops, including Identity Vintage in Bay St. Louis, for vintage pieces, Buffalo Exchange and Plato's Closet in New Orleans, Hertha's in Fairhope, and if you want to take a drive to my all-time favorite - Century 21 in Manhattan.   And when you're there, don't forget the tailor and cobbler to make pieces fit great. 

And if used clothing isn't your cup of tea, there are always plenty of options with the bigger-named discount stores - T.J. Maxx, Burkes, SteinMart, etc.  Everything you find here will be brand new and most items are really well-priced. 

But these, too, are hit and miss.  If you ask, you might find someone who will advise of what day new stock arrives.  It's typically one day a week with items going on the floor the next day.  With this information in hand, it's always good to be the first to go through new inventory because sometimes there's only a few pieces/sizes of a particular item. 

While you're asking questions, be sure and ask for common sale days or extra discount days.  With Burkes, for example, they have both a senior's day (Monday Club) and a junior's day (Friday Club with junior being under 50).  Just by getting a free Burkes card (discount, not credit) and showing up on your club day, you can get 15% off your entire purchase.  It pays to ask!

The Burke's Outlet in Bay St. Louis just recently expanded from 10,000 to 21,000 square feet, so that's a big plus for local bargain hunters.  
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Keep in mind the items you find in discount stores typically fall into one of three categories: irregular, last season/overstock, or discount designer.

Irregular

• The term really has a broad meaning, and don't let "defective" turn you off.  You just need to be mindful that items might have a slight or not so slight variance.  This could be that a stitch was off and it didn't pass inspection or one pant leg might be longer than the other.  So, try everything on, and keep the tailor in the back of your mind.

Overstock

• These items were manufactured with anticipated sales in mind, but didn’t sell as expected in higher end shops and department stores.  These are great finds because they're sometimes the same piece that's being sold elsewhere at a fraction of the price.  Alternatively, you might see a 'last season' sticker.  This is even better because you know that there are no defects, and especially when it comes to workout clothes, you can score some big savings.

Discount Designer

• Lastly, there are designers that are teaming up with more mainstream stores.  Mossimo at Target is a prime example of a big designer label that is producing trendy clothes for high-end boutiques but also has a more mass-produced (and more cheaply made) line at Target, but, it's stylish and affordable.   For a short time years ago, Benetton, one of my favorite brands, had a line at Sears, but unfortunately, that's over.

Keep in mind that these stores will stock for their demographic and sometimes you might find a "test store."  I came across a TJ Maxx in Cincinnati that always gets the most amazing brands - True Religion, AG, 7 for all Mankind, etc.  If you come across a treasure like this, make a note, because it'll be worth your while to make shopping destination road trips. 
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Whether it's new or used, old or fresh off the runway, have fun with discount shopping.  You can find some great items, expand your wardrobe, and in the end, we should all feel good about our own personal expression and live an inspired life.

Boost your wardrobe with some top-quality clothing at a fraction of the original cost with these seven tips for efficient - and fun - thrift store shopping.
- story by Greg Matusoff

Now I look at things differently.  Very differently.  That same $1,200 could be a brick walkway or any number of house projects that I have drawn up in my head.  Today, my life is filled with priorities, projects, and interests that all cost money, and there is only so much of it to go around. 

I still love to shop for clothes, and I always have, but now I do it a bit differently - I live for the hunt of sales and bargains.  I love the idea of getting more for less, and ultimately spending less leaves more for other interests. 

Please don't misunderstand me, clothes shopping is not my first priority.  But I have always been a bit of a clothes horse and a label snob.  I am a sucker when it comes to certain labels and I always will be.  But while living in New York, thrifting opened my eyes to a whole new way of shopping.  

Unfortunately resale shops sometimes get a bad rap.  Some people are uncomfortable with purchasing used clothes or even walking in the door - other than to donate.  But trust me, you'll see all kinds of folks at the thrift store and will likely bump into a few of your friends there, too. 

After some great scores (think $17 Gucci hi-tops, a vintage Oleg Cassini pin stripe suit for $25, and Ralph Lauren Purple Label wool trench coat for $34), I've found some tried and true methods for setting yourself up for a great day thrifting.

If you're ready to take the plunge, follow these seven steps to become a thrifting aficionado.

1.  Location, location, location

​Just like in real estate, location makes all the difference.  When looking for somewhere to thrift, think 'upscale' neighborhoods and towns.  Peach Tree if you're heading to Atlanta, Fairhope, Ocean Springs, some parts of Baton Rouge and New Orleans have great thrift shops.  And don't forget to check out the local shops when on vacation!

2.  Look up

As soon as you walk into a thrift store - look up.  You'll often see a board with a color chart detailing what's on sale.  It might be that white tags are 30% off, red tags 45% and green tags 70%, and if you go back the next day it could be completely different.  Other stores will discount based on the day.  Each store does it a little differently, so don't be afraid to ask for help. 

3.  Change in seasons

The first of the year, spring cleaning, and putting away the winter clothes... we're all doing the big closet cleaning around the same time.  And if that's the case, it means that the thrift shops are likely overflowing.  So if your closet is feeling a little empty after last month's article on reorganization, now's a great time to look for a few new items to fill it back up.

4.  Read the fine print

​Again, each store is different, but some allow returns, some do not so make sure and ask first.  One of my favorite stores does not allow returns nor has dressing rooms (wear clothes that you can slip a pair of jeans over).

5.  Tailor/cobbler

If you see a beautifully made jacket that's missing a button, some wool pants that are too long, or shoes that have a loose heel, fret not.  As long as the item is well made, you can always bring it to a tailor or cobbler to have it repaired.  A $5 item with $15 at the tailor is a small price to pay for what looks like custom made!

6.  Manage expectations

If you're trying to find size 8 gold stilletos that'll match your Mardi Gras ball gown, thrifting may not be your best choice.  While there are amazing things to be found, there's no rhyme or reason, so please manage your expectations.

7.  Have fun

Thrifting can be great entertainment.  It's best to go with a friend or two - just make sure you're both not going to want the same pair of jeans! 

Thrift shopping for me has become as much about the hunt as it is the spoils.  While some days I walk away with nothing, I had fun and spent nothing. But this doesn't happen often.  Most the time, I have a cart full of scores all for less than I would have spent on a pair of designer jeans bought retail.
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So don't just think of thrift stores when it comes to Halloween.  You might be surprised to find them a new staple in your fashion toolbox.  By following these simple steps you can increase your wardrobe for a fraction of the cost  get some incredible finds in the process.

​And in the end, we should all feel good about our own personal expression and live an inspired life.

Give your closet a fresh start in 2017 - fashion consultant Greg Matusoff makes it easy to wind up with only the clothes you love!

I have friends that keep items in their closets as "motivators" to lose weight, get in shape, and tone down a size. But what happens most of the time is that these items have more of a shaming effect, and inevitably do the exact opposite of making people feel good about themselves.

Now I'm not saying to abandon the gym or use this as a sign to mark off "get in shape" as part of your New Year's resolution, but what I am encouraging you to do is embrace who you are right now.

An added bonus is that you will rediscover everything that you have. I guarantee you that you'll find articles that you forgot you had and still have their tags on them. It's my hope that through reading this the past few months, you might be inspired to try something you haven't before.  And there's no better place to start than with what you already have!
So let's get to the closet!

Let's begin by pulling everything out. If this is a daunting task in its own right, start with a section, say jeans or shirts or sweaters. Get every item of that kind out and in a pile it on the bed. Look like a huge mess?  Great! You're doing it right! 

Let's start with our favorites — you see them instantly — the jeans that fit just right or the go-to blouse for meeting a client. We both know you're keeping them, so put them on the hanger and back into the closet.

Once you have your favorites rehung, then pick up one piece at a time and try it on. Look good?  Like the way it fits?  Have you worn it in the last six months? If yes to all three questions, it's a keeper. If no, then you have a decision to make. Keep it and put it somewhere outside of the closet or place it in the donation or resale pile.

Why keep some items that don't pass the test? These might be those "motivators" and perhaps you will keep your promise to yourself and lose those last ten pounds. If so, great! The skinny jeans are in the attic. If not, no problem, you are perfect as-is; those jeans can stay out of sight until you're ready to part ways.

And what to do with the rejects? There are some great consignment shops, resale shops, and places that gladly accept your donations. For your business clothes, there's Dress for Success that provides outfits for people interviewing for a job. For everything else, my personal local favorite is the Humane Society of South Mississippi in Gulfport. The proceeds from their resale shop goes to operating costs of the shelter.

If you are able to get only the wearable items back into the closet, it'll feel so much better as it's clean, organized, there's some extra room, and only items that fit are in there. How to keep it this way?

Two suggestions:
1. Have a donation bag that's tucked in the corner of your closet. When I try something on and it doesn't look right, it goes back on the hanger. The third time this happens, it then goes into the bag. And once the bag is full, it goes out for resale/donation.

2. Keep an item in/item out rule. Every time you go shopping and come home with a new shirt, an old one gets the boot. This is great for the impulsive shopper!

Giving yourself a new closet with items that you love is really a gift to yourself. And in the end, we should all feel good about our own personal expression and live an inspired life.

Email Greg with thoughts and questions!  Also, if you'd like to be considered for a fashion makeover from your own closet in a future issue of the Shoofly! 

​Fashion consultant and personal stylist (and New Orleans firefighter) Greg Matusoff looks at fresh ideas for layering to add punch to your winter wardrobe. 

But in our Southern coastal town, layering is a little different. Now it's a tee underneath a button-down or light sweater, but the must-have accessory regardless of the climate is the scarf, preferably one that stands out.
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My personal favorite is one that was made by Bay St. Louis's own Kerr Grabowski. Each of Kerr's pieces tells a story, and if you have the good fortune to talk with her about a piece, she'll tell you the details behind it. “This is my granddaughter's image of a hug, this is the spider that was in my yard all summer, and this is a house with a ladybug coming up the walkway.”

And what Kerr does on a microscale, we are doing on a larger scale every time we get dressed. We're telling a story with our outfit.

Since we're not blessed with freezing temps (or as many feel down here, it is a blessing) you have to be a little more selective with your materials and more creative with your layering. First off, all the clothes have to be breathable material, meaning heat is not trapped in. But you can still rock two or three layers even on our warm winter days.

​Think thin, light, and loose — a sheer camisole with hints of lace under a blouse where the collar and cuffs are showing under the sweater that ties it all together. For men, you can do something nearly the same, except I'd say cool tee under a button-down oxford with a v-neck sweater where you can see both the tee and the shirt at the neckline and the cuffs and shirttails are pulled out past the sweater. 

You can forego the overcoat here, but a nice light jacket or sports coat would complete the look. If you don't need a jacket, you can still rock a scarf. And if you need some inspiration for what you can do with a scarf, leave it to Lifehacker to help you out.

As we're now in the midst of the holiday season, take the time to enjoy the shopping, wrapping, baking, decorating, and getting Christmas cards in the mail, because what's really important is being with those we care about.

​So layer up, bust out your scarf, and as always, rock the ugly Christmas sweater; if you're unsure, Chevy Chase in “Christmas Vacation” has the answer. And in the end, we should all feel good about our own personal expression and live an inspired life.

Fashion consultant and personal stylist (and New Orleans firefighter) Greg Matusoff shows how to shake up your wardrobe with pieces you already own.  Shoofly Magazine publisher Ellis Anderson jumped at the chance. 
- story and photos by Greg Matusoff  

​But, as the makeover date neared, Ellis' nervousness got the best of her as she tried several times to cancel and reschedule.  In the end, we set aside two to four hours on a Monday morning to rummage through her closet and have the afternoon for shopping, just in case. 

This summer, when Greg and I were kicking around ideas for his new Shoofly column on style, “Window Shopping,” he suggested doing an occasional fashion make-over from readers’ own closets.  I loved the concept.  Greg spent years as a highly-paid fashion consultant and personal shopper for well-heeled fashionistas in New York City.  Who wouldn’t jump at the chance to have a free wardrobe assessment from a professional?  In fact, I was so excited, I offered to be the first beneficiary. 

As our appointment grew near, I rescheduled once - and tried to again.  Greg wouldn’t let me weasel out the second time.  True, I was anxious he might compare my small-town, casual-based wardrobe against the closets of the rich and famous. ​

Our plan was set and our goal was to not only create and catalog several outfits, but to start developing Ellis' personal style expression.  Most importantly, we wanted her to be more comfortable in not only putting different outfits together, but to branch out and try new styles that she might not have considered before.  Ellis is an amazingly creative person, but this was one avenue of expression that she hadn't explored in quite some time.
 
In life we all have fears and everyone's are different.  One of my favorite things is to help be a part of the process for someone overcoming their fears, no matter how big or how small.  Often it's facing insecurities with self-expression of how someone dresses, or it can be jumping out of a plane or running into a burning building; I love to see the transformation.

Personal expression can be a tricky thing and branching out to try something new is a feat in its own right but Ellis was up for the challenge.  When she opened her closet, I was amazed at how many unique pieces she owned that I've never seen her wear. 

​I’m admitting right here that I’m style impaired.  As a teenager, I skipped over the informal fashion training required for all American women.  I wasn't interested in studying "Glamour" and "Sixteen" magazines in the afternoons or shopping with girlfriends at the mall for the latest fashion trends.  What did interest me was racing my horse across the fields or bicycling across the city.  Due to the times, I got a pass:  In the 70s, a gal could be cool just wearing jeans, a casual sweater and some hippie love beads made in Tibet.
 
During my forty-year career working as a creative, I mostly hoped that people would pay more attention to my endeavors than to my outfits.  That wasn’t always a successful strategy. I often overdressed or under-dressed for occasions and ended up feeling awkward.  Although I have a closet full of very interesting pieces I’ve purchased through the years (with some of my favorites purchased from shops right here in Bay St. Louis - California Drawstrings (216 Main Street), bijoubel (126 Main Street), bellamar Boutique (new location, 998 Hwy 90) and Bay-tique (125 Main Street) - I rarely wear some items because I haven’t spent time thinking about how they might work together. 

​As I started to pull out different pieces, Ellis was looking at me like I was crazy.  "You want me to wear that with that?" became the phrase of the morning.

​As she walked out with her first outfit, it was evident she was uncomfortable, to say the least.  She was polite about it, but her expression told me what a mistake she thought this was.  We added some jewelry, changed her shoes, and I thought she looked fantastic.  The outfit complimented her in every way, but she was clearly out of sorts.
 
This continued through outfit two, three, four, and five.  Each time she had her reservations and she was not shy about letting me know.  We persevered and would photograph each completed look and it was in these moments that the magic really started to happen.  Ellis actually started to have fun!  She would pose for the picture with a genuine smile and her reservations started to slip away. 
 
The time was flying by and we were both ready for a break.  ​

 Within ten minutes of checking out my closet, Greg was pairing things together that I never would have dreamed. 

A blue print dress and red shoes? Velvet with linen?!!  Whoa!  In some of the photos we took, I look as if I’m suffering. 

​After lunch, we went back to tackle the mess of clothing strewn about her home.  When we walked in the door, it was evident that Ellis had a different mindset.  The earlier trepidation was gone.  Now she was looking forward to trying new things and even picking out accessories to go with her outfits.  As she was putting things together, her confidence and comfort bloomed.

Finally, I caught on and started making my own suggestions.  Wait, I have this piece!  I’d tell Greg, and pull out something he’d missed.  Yes!  He’d say.  That works!

Before we knew it, it was four o'clock.  As we were wrapping up, we talked about a few key pieces that would extend her wardrobe, including a pair of brown boots that she's always wanted and some colored t-shirts.  As I was walking out the door, she was thrilled to show me a fabulous outfit she put together on her own.

 By the end of the afternoon, I was tired, but felt like I’d slipped across the border into new fashion territory.
 
While I don’t think the blue print dress and the red shoes combo will be trotted out (except perhaps on the Fourth of July), by the time Greg left, I was already seeing the sense of it all.  When I have time now, I experiment now with new combinations.  When I’m in a hurry, I have my photo album of outfits to fall back on.  Choosing what to wear actually feels fun now, instead of challenging.

Greg’s parting suggestions: 

• Instantly double my wardrobe options by purchasing several solid colored, simple tops.  Done and doubled!
• A simple pair of low brown boots would give me many more outfit options. I found a pair I've been eyeing for a while on sale!
• Consider glasses as a fashion accessory:  I recently discovered a place where one can buy frames with single vision lenses for around $50. I ordered a pair with black frames for the winter. 

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Thanks, Greg!  The afternoon was a real game-changer. 

Throughout the day, we put together about ten new outfits, all with her own clothing.  These reflect more of the artistic and creative-side of Ellis.  But more than that, she has a new perspective on her personal style expression and the confidence to go with it.
 
And in the end, we should all feel good about our own personal expression and live an inspired life.

As always, if you have any fashion or style questions for Greg, email him at [email protected] . And email him at that address if you'd like to be considered for a fashion makeover in future columns!

Greg Matusoff, the only fire-fighter/fashion columnist in the country (if there are more, we want to meet them!) explains how to define your personal style and double your wardrobe options in the process!  

The same idea can be applied to fashion — beach casual, rock & roll or grunge, bohemian, bombshell, American classic, preppy, artsy, Italian chic, mod or East Village.  These terms don’t confine you to a predefined look, but rather act as a guide.

Ideally, you'll come up with your own theme; one of my favorites is “disheveled preppy.”  The name might conjure images like bed-head, mismatched argyle socks, and a crisp pink polo button-down.  But again, my style is not yours.

So what is yours? Come up with a couple ideas, two or three themes that you identify with and then head to your closet.  Pull out items that you think fall under that definition.  You'll be surprised at how many outfits you can come up with. 

​And you'll also be surprised at how multi-purpose/multi-theme many items are.  Simply by changing your belt, shoes, and a few accessories, you will almost double your choices.

Your definitions can always change, and it's really more of an evolution.  The more that you do this the more it will become second nature, and the easier it will be to come up with new themes.
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As you start to create outfits, it's always a good idea to record what you've come up with.  One of the fastest and easiest ways to do this is to stand in front of the mirror and photograph it.  (These are not Instagram, Facebook, or narcissistically indulgent selfies!) Create a digital library of your outfits.  Make a folder on your phone (mine is appropriately called "clothes") and keep track of your outfits there.

As your clothes folder grows, so will your confidence.  When you are pressed for time or simply "don't have a thing to wear," pull up your photos and you'll have instant inspiration or you can just recreate something that you've worn before.

In the end, we should all feel good about our own personal expression and live an inspired life.

Next month:  Shoofly publisher Ellis Anderson gets a fashion makeover from her own closet.

If you'd like to be considered for a free fashion makeover in a future issue or if you have fashion/style questions for Greg, write him at [email protected]  

This month we're introducing Greg Matusoff, who is almost certainly the only fire-fighter/fashion columnist in the country.  As you might expect, he has a different take on the subject of personal style. 

​Fashion is not unlike that.  If you grew up with it, then it's something you're aware of.  If you weren't exposed to it, then fashion may be an afterthought, with clothes serving a more utilitarian role than that of self-expression.  There is nothing wrong with either scenario; we all have different priorities.
 
We all have our go-to clothes.  Whether it's an old college sweatshirt, a favorite pair of jeans, or a little black dress, our fallbacks are reminiscent of security blankets: we can always count on them.  They represent function over form.
 
And with time and age, it becomes increasingly difficult to branch out from our comfort zones.  Sometimes it may seem that if we haven't learned something by now, then what's the point?  We let our insecurities inhibit our ability to learn.

​Also, we need to remember that less than 1 percent of the population are runway models. The rest of us are made up of all different shapes and sizes!  We must understand that what looks good on one person might not work for someone else. 
 
When I work with clients and friends on their personal fashion expression, the first things we figure out are what they're drawn to, what excites them.  It could be a particular type of art, an era (i.e. the Roaring ’20s), or an event.  Then we explore their favorite colors and styles.  Once this is determined, we have a good sense of direction in creating a personal style.
 
There are many things that have to be considered — body type, skin tone, comfort level, and occasion are a few.  I find it's sometimes easier to look at it like costuming: What stage are you going to be on today, and what statement are you trying to make?

​In my own life, I have tested this theory many times and am always amazed at the outcome.  I find that I can walk into situations dressed one way and get a specific reaction, and the very next week almost the same situation dressed very differently and get almost the opposite reaction. How I dress and present myself directly affects my interactions.
 
I think that one of the most important things to keep in mind is that playing with fashion is fun.  It should certainly not be work.
 
Every month in this column, I will focus on different aspects of fashion, demystifying it and making it more approachable.  The end goal?  To remind you that we should all feel good about our own means of personal expression, and live inspired lives!

Read about Greg and Kristie's inspired lives in the Shoofly's July 2016  "At Home in the Bay" feature.