Photograph by Lauren Rubinstein
The name may reference two Manhattan thoroughfares, Lexington Avenue and Jane Street, but new women’s boutique Lexie and Jane is equal parts Big Apple and Blue Crush. Since graduating from UGA in 2006, owner Rebecca McWaters has earned a journalism certificate from NYU and learned to surf in Mexico and California, and both seaboards leave their mark on her merchandise. Shoppers might come away with sleek black motorcycle pants, for instance, or an ultrasoft flannel fit for a beach bonfire.
The enterprising St. Simon’s native also has a background in real estate (she did PR work for a local agency and flipped a house in Morningside), so when she spotted a cozy cottage up for lease while dining at Antica Posta, she knew it was the perfect fit. She gave the walls a fresh coat of charcoal-gray paint and arranged her inventory according to theme. In the back and around the corner are the more upscale offerings: cocktail dresses and rompers by brands such as Shoshanna and Joie, denim by the likes of Genetic and Habitual. “I went for the really fun, embellished fabrics. You won’t be getting your basic jean here,” she says. In the sun-filled main room are more casual pieces: Dolce Vita sundresses, those beachy flannels (by a California company called Rails), a tie-dyed maxi by Young Fabulous & Broke that’s so laid-back you can hem it with a pair of scissors. And then there’s a little nook stocked with tees so soft and comfy you want to rub your face against them. Boots and heels and flip-flops are scattered throughout, from brands such as Modern Vintage and Shoes for Lovely People, while jewelry fills the front room: Diana Warner earrings made from pieces of vintage purses, Ann Ziebell necklaces made from old shoe buckles.
Prices may edge above $300 for select dresses and outerwear but dip as low as $30 for camis and $80 for dresses. McWaters also plans to bring in two lines—Julie Brown Designs and Patterson J Kincaid—known for top-notch style and sub-$100 prices. “I buy what I love, I look at fabric and quality, but I also try to keep the price point low enough that it won’t ostracize too many people. People like to have options,” she says. That’s a sentiment that holds true from coast to coast. 516 East Paces Ferry Road, 404-343-3194, lexieandjane.com
This article originally appeared in our May 2010 issue.