One-on-one personal service.

That is the goal of Merle Norman owners, Michelle Cordell Taylor and Andrea Edmondson, as well as the service providers in the store’s salon.

In an age when so many retailers are shifting their focus to on-line endeavors while closing down brick-and-mortar stores, having that customer interaction is something that sets many small businesses apart from their big box competitors.

“You can’t get one-on-one customer service online,” Taylor said. “I think that’s one of the things we have going for us.”

For thirty years, Merle Norman has been a fixture in downtown Elizabethton, and during that time, Taylor and Edmondson have gotten to know their clientele and build friendships with them.

“They are more like our friends and family,” Taylor said. “It’s very easy to build those relationships. I just don’t think you can get that in the malls or big stores.”

Both Taylor and Edmondson began working at Merle Norman under the previous owner and when the opportunity arose to buy the store they jumped at the chance.

“I started here in 1988,” Taylor said. “Sometimes it blows my mind that I’ve been here for 29 years.”

Taylor said she is now seeing multi-generations in the store and is serving the children of some of her original clients. And it’s not just residents of Elizabethton who come to the shop, but people from all over the Tri-Cities.

While some may think of Merle Norman as simply a cosmetics store, the shop offers so much more. In addition to cosmetics and skin care products, the store also features jewelry, accessories, clothing, and home decor items.

Nestled in the back of the shop are the salon and spa area which features several independent business owners.

“We have all kinds of little entrepreneurs back there,” Taylor said.

The store is home to stylists Jennifer Whitehead and Kelli Pittman; nail specialists Melissa Hodge and Holly Kent; and licensed aesthetician Joan Boardman. The shop additionally features services by master seamstress Frances Long, who tackles everything from wedding dresses to hemming pants. Taylor said the store is currently searching for two more stylists and one more aesthetician to add to the services in the salon and spa.

Having so many people working together under one roof to help each other out is just an example of how small businesses operate in downtown, according to Taylor. Frequently business owners will refer their customers to other downtown merchants for services they need.

“Our downtown merchants are our neighbors. They are like our family,” Taylor explained. “We want everyone to do well and help each other out.”

“I think our town is the draw,” she added. “Our little town is growing. People can come down, enjoy our beautiful scenery, grab something to eat and enjoy our shops.”

With a wide variety of merchants downtown, Taylor said you can find almost anything you need in the historic area.

“I even met my husband downtown 26 years ago,” she said with a laugh. “He was my UPS man. We were engaged six months later.”

Merle Norman is located at 541 E. Elk Avenue. Contact the store at (423) 542-2681 or check them out on Facebook by searching for Merle Norman Elizabethton.