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Middleburg boutique brings customers more than clothes
Sheda Vasseghi had a vision, and her friend Lisa Locke had a great eye for fashion. Together the two came up with Avatar and Beyond, a store in Middleburg they call a concept boutique, opening this weekend.
“Avatar and Beyond is amorphous,” the two state in a press release. “[It is] a place where women of all ages and background can meet to evolve and transform.”
After a year looking for a storefront, they found one three weeks ago at 8 E. Washington Street in Middleburg.
“When the window [of opportunity] opens, I jump through while others pause and walk away,” Vasseghi said. “I've always wanted it to be in Middleburg because it is a very calming and soothing place. Everything happened quickly. It was meant to be.”
Avatar and Beyond will offer more than unique clothing and accessories for shoppers. Along with the specialty undergarments, handmade organic skin care, fine jewelry and exclusive clothing designs from up-and-coming designers, the store will be a place for seminars and workshops.
“Everything we have, we use, wear and believe in or like,” Vasseghi added. “We are out to give our partners something we personally like – an extension of us.”
Vasseghi calls her customers “partners” since they are involved in bringing her vision of the store to life.
“This is not just a retail store,” Vasseghi said, describing her vision of what it will be like. “It's a place where people come in and say, 'I've been making things -- is it something you could offer your clientele?' Or they come for spiritual growth. It's a big picture.”
The seminars they plan to offer will focus on this overall well-being, touching on topics like health, fashion, home and legal matters, professional growth and spiritual expansion.
Vasseghi added, “It's like a club.”
Vasseghi hopes that Avatar and Beyond will be a place for people to exchange ideas and learning, a place where they go to hang out.
Throughout her own life, Vasseghi said she has gone through her own journey, and has done so with Locke, who she says is like a sister.
“She has her talent and I have mine and they complement each other,” Vasseghi said.
“Life is full of surprises, and at times women are faced with many challenges and opportunities that may either pass them by or never manifest because of inner doubts and external negativities,” she said.
“No challenge is too minute or too overwhelming for consideration. Life is about growth and evolution, and women should feel their transformation every step of the way.”
Vasseghi and Locke hope to give those who walk through the doors of Avatar and Beyond solutions to problems and challenges they face, whether it be through wardrobe malfunctions or life guidance.
While the store is open on weekends only, the two hope to be open more days during the week in the future.
Contact the reporter at lwolstenholme@timespapers.com
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