A downtown tradition for more than a quarter of a century, Merle Norman has grown over the years but continues to offer the same personalized customer service that has kept their clients coming back year after year.
In the 2016 Readers’ Choice Awards, Elizabethton Star readers rated the Merle Norman shop as the Best Cosmetic Retailer and the brand itself as Favorite Cosmetic. For several years Merle Norman has been the favorite of readers for these categories.
The store first started in downtown 28 years ago and has been in it’s current location at 541 E. Elk Avenue for the past 25 years. Owners Michelle Cordell Taylor and Andrea Edmondson have been with Merle Norman since the beginning serving clients, first as employees of the store and now as owners. Four years ago, the two friends purchased the shop from the previous owner.
Over the years Taylor and Edmondson has been blessed with many loyal customers ­— affectionately referred to as their “Merle Girls” — and now they are starting to see a second generation of clients.
“We have some who we served in junior high school and now we have their children,” Taylor said.
The key to the store’s success — and something that Taylor and Edmondson take particular pride in — is the personalized customer service they offer and the relationships they build with their Merle Girls.
“Our customers are more like our family,” Taylor said. “It’s amazing the relationships we’ve been able to build with our clientele. You get to know people and they become more like family than clients.”
Merle Norman offers a full line of cosmetics and skin care products. The fall line is in stock now and Taylor said the holiday line will hit the shelves on Nov. 1. The Holiday Gift Sets will also be available in store on Nov. 1.
“We would love to have everyone come in for a free fall makeover,” Taylor said.
In addition to providing makeovers and helping customers select the proper skin care and cosmetic products, Taylor and Edmondson also provide makeup services for special events such as weddings, school formals and proms.
“We’ve been busy since June with weddings,” Taylor said. “We do our bridal parties in studio or we can also do on location if that is more convenient.”
Currently, the studio is booking for fall formals and home coming and will begin accepting bookings for proms once the local schools announce their dates.
But don’t let Merle Norman’s classification as a cosmetic retailer fool you, the shop offers a wide variety of products and services to help you put your best foot, and face, forward.
“We have a full service salon and day spa,” Taylor said.
The salon is currently home to stylists Jennifer Whitehead and Kelli Pittman and nail specialist Melissa Hodge. The salon is looking to expand by bringing in one additional stylist as well as an additional nail specialist.
Licensed aesthetician Joan Boardman provides a full line of skin and facial services through the salon, and Taylor said Boardman frequently offers special deals on services.
The newest addition at the shop is Frances Long, and both Taylor and Edmondson are very exited to bring her on board.
“We now have a master seamstress in house,” Taylor said. “She does everything from wedding dresses to hemming pants.”
The shop also features a wide selection of jewelry and accessories as well as Umgee clothing.
“Everyone loves Umgee clothes,” Taylor said. “The price point is great and it’s quality clothing.”
Taylor and Edmondson also offer home decor items in the shop, including a line of Aromatique potpourri. The new fall scents for Aromatique will arrive at the shop soon, Taylor said.