POV: Bryn and I walk up to an unassuming basement entry with no expectations as to what lies beyond. The door opens, and warm smiles from Anna and Jenny Kelly greet us while our eyes consume a sweet little wall of home décor and a candy-shop-like display full of delectable baubles. The neon “3” hanging playfully over the accessories table lets us know we found the home of Seaton Three Mercantile. We are immediately drawn to racks full of vibrant colors, summer staples, and matching sets we are anxious to try. The space holds a small, but delightful curation of goods from maxi dresses that’ll have you wishing you were walking the streets of Rome, to brightly-colored prints you could easily frame for your next gallery wall. The assortment is an expression of the women who run the shop, and it’s clear they are excited to share their space and ideas with anyone in the hunt for something special for their closet or home.
“Seaton is one of my grandmother's names. She went by Coco, and was just the coolest woman in the whole world. She was a trailblazer!” - Jenny Kelly on choosing the shop name.
Who What Wear?
This unique shop operates via three channels – direct to customer online, as a traveling pop-up boutique at markets around the city of Pittsburgh, and as a personal shopping experience in the Kelly home in Fox Chapel. (Something Bryn and I highly recommend!)
“There’s something about seeing someone come out wearing something they clearly love,” says Jenny. “It's so fun to experience that with them.”
Whether it's Anna offering styling advice based on something she’s seen on the streets in Europe or Jenny pointing out a must-try product that just doesn't look great on the hanger, we found the atmosphere cozy and the input uplifting. It’s clear that the Kelly gals will do nothing to sway you to buy, but instead provide product insights and confidence-boosting enthusiasm as you try on their goods!
The Launch
While many businesses were taking pause during Covid, Jenny and her two daughters, Anna and Lauren, found themselves finally having time enough to launch a collective dream: a boutique business.
“It was a long time coming, and we had already been working to get our branding together,” says Anna.
With Covid in full swing, Anna having come home from school, and their long-time shared love of beautiful products, from apparel to home décor, it just made sense to take a shot at retail, together.
“ Some of our bags are sold on larger brand websites, but they triple the price. We don’t do the markup of a big box store. We want to sell products that are the right quality and the right price point - items someone can wear multiple times and multiple ways.”
-Anna Kelly
The "It" Factor
The trio finds inspiration in the larger cities where Anna and Lauren have been based over the last few years. From Miami to Paris, their eye for European-inspired products and must-have closet staples rules the shop.
“We’re currently obsessed with the European summer vibes like a long-tiered dress you can put with a sneaker,” Anna says. “We’ve started swinging more classic instead of trendy, I think, and want to sell things you can wear more than once.”
A focus of the Seaton Three team has been finding quality products at the right price points. They’re passionate about offering goods a woman age 25-35 just starting her career will be able to comfortably afford.
“A lot of them are just starting out,” Jenny says. They don’t have a million dollars in expendable income. They can’t go to Anthropologie and drop $300 on a dress.”
So, the product mix includes everything the Seaton Three woman may need to freshen up her closet for that next job promotion or night on the town, or for her newly-rented apartment in a bustling big city.
Styling Seaton Three Mercantile
When styling Seaton Three pieces, we let the clothes do the talking! A simple task with color, print, and unique silhouettes at the forefront of the Seaton Three Mercantile assortment. Take a peak below for our favorite styled looks including The Sōl Collective footwear!
Shop online at seaton3.com or follow the gals at @seaton3 on Instagram to see their latest product finds, styling ideas, and pop-up market details. Additionally, Jenny, Anna, and Lauren are always open to hosting customers for a private shopping experience in their quaint basement boutique, so feel free to email the mother-daughter-daughter team at seatonthree@gmail.com or send them a DM on Instagram to schedule your visit. We know you won't be disappointed!
-Kiersten
Want the whole look? Shop below.
Want the whole look? Shop below.
Want the whole look? Shop below.
Want the whole look? Shop below.
Want the whole look? Shop below.
Don't Forget!
Check out the fun assortment of jewelry and accessories Seaton Three Mercantile Has to offer online.
Two Staple Items We Love:
Checker Ring & Beaded Necklace
Shop the ring HERE and necklace HERE!
Thanks for reading, and happy (local) shopping!
Xx The Sōl Squad