Sarah and her late husband spent decades traveling the country as retail buyers and merchandising consultants. They started out selling merchandise out of the back of a van then moved on to motor homes then eventually apparel marts, traveling to 12 different southeastern storerooms and managing showrooms in New York, Los Angeles, Dallas, Atlanta and Miami. They were one of the top apparel teams in the nation. They also served as consultants for new retail store owners as they opened their businesses and began navigating the complicated world of merchandising. 

Sarah’s husband passed away a year ago. He was the love of her life and a fixture in the store. She said it’s been very hard for everyone, but I feel he would be proud of her and the way she continues to run Divas on Main. Sarah turned 73 this week and there is no slowing her down. She’s as energized as ever, not only on the topic of retail and merchandising but also when it comes to being a wonderful human. Sarah has been a longtime friend of The Smoky Mountain News, and I had a lot of fun hearing her story and how her store in a tiny mountain town came to be a hot spot for thousands of customers. 

Rumble: What was your inspiration for opening the store and how long have you been open?

Sarah: We lived in Atlanta for 40 years and purchased a cottage here in Franklin where we would come to relax. Eventually, the hustle and bustle of Atlanta got to be too much and a lot of the merchandising world we’d known shifted online. We saw the writing on the wall, so that’s when we decided to move to Franklin permanently. My beloved husband and I opened Divas on Main 15 years ago. 

Rumble: Tell us a little about Divas on Main 

Sarah: Divas on Main is truly a unique women’s boutique and is open six and a half days a week. I specialize in women’s fashion, focusing on fit, color and quality. I have women waiting on women and we package every bag that leaves the store. There is a wonderful selection of clothing, shoes and accessories. On the main floor, we offer items ranging from $15 to $250, then on the upper floor we have cocktail dresses and other formal wear. We’ve sold prom dresses in the past but now that a lot of girls are buying their dresses online, we’ve gotten out of prom, although I do specialize in tuxedos and am the only store in WNC that does custom fittings for tuxedos. I carry both unique and classic merchandise, as well as statement items. If I really get behind a classic, like a cardigan, I buy it in every color and every size because I know it will be a staple item in many wardrobes. We also have mother-of-the-bride (MOB) apparel. We have traditional MOB dresses but are going one step above by moving into separates. I have gorgeous MOB pants and tops, unbelievable thule skirts to the ankle. Everything is very chic. 

Rumble: Divas on Main is known for your hospitality. Tell us why. 

Sarah: We greet every single customer when they come in. We always have snacks and hors d'oeuvres. I have three fabulous women who work here. It’s truly an experience. We have five beautiful oversized easy chairs where people can sit and have a glass of wine or relax while waiting. We’re a little old fashioned in the way we wait on people. And if someone comes in who seems to want to be left alone, we give them space. 

Rumble: What are some of your most popular brands? 

Sarah: We have so many popular brands, it’s hard to name them all, but a few that come to mind are Damee NYC, Lulu-B and L’Artiste. In the spring I sell a lot of RainCaper items which are reversible, washable raincoats with Van Gogh prints. These are called art-to-wear pieces. 

Rumble: What’s one thing that sets you apart? 

Sarah: I have so much knowledge and expertise in the merchandising industry, and I really love to help customers with their wardrobe. Someone can tell me they wear a lot of black or a lot of navy, and then if I get a piece that will work well for them, I’ll give them a call. I love to piece customers’ wardrobes together. 

Rumble: What do you love about what you do? 

Sarah: I love the people and I enjoy giving back more than I enjoy selling. When people come in and they need a hug or to warm up from being outside in the cold, it makes me happy to cheer them up and help them find something they want or need. Helping others is my religion. I treat everyone the same. Everyone is greeted at the door. My birthday was this week so I hosted a birthday party and offered 50% off for four hours to say thank you to my customers. There was food, a DJ, and it was a really great time. 

Divas on Main is located at 24 East Main Street in downtown Franklin. Learn more by visiting them online or on Facebook.