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Our Story


Reverie Boutique was created by Jessica McCullough in 2017 with the help and support of wonderful family and friends.

Reverie 
rev·er·ie
Noun
1. A state of being pleasantly lost in one's thoughts; a daydream.
     • Synonyms: daydream, daydreaming, trance, musing

As I have walked and {sometimes} stumbled through life (both literally and figuratively), I have pursued a few different interests along the way, some were just for fun, while some turned into passions. Looking back, it has been an interesting journey and I have had a hard time trying to “define” myself because I've never fit inside a box. I go from stilettos to sawdust in a moment’s notice, my brain is always bouncing around between ideas and thoughts, I’m in a constant state of reverie and I’ve always struggled with my purpose, but every time I have wandered, I’ve found my way back to “my” thing, my passion, my purpose: fashion. For as long as I can remember, nothing has ever made me feel as powerful and empowered as fashion has. Reflecting back today, I now know that no matter how many times I bounced around and struggled with self-discovery, there were defining moments that foreshadowed where I am today. I just wasn’t always paying enough attention (to be honest, I was probably daydreaming). Realizing this now, I can say that I’ve had many of these defining moments, but I’ll mention two.

Moment #1: In middle school, I stumbled across a pair of jeans. They were super dark blue, almost black and they had hot pink stitching down the seams and on the pockets that popped against the dark fabric. They were the super low rise type, super tight through the leg down to the knee, but once you got to the knee, they flared out so big that you could fit two of my heads inside those bell-bottoms (and that’s saying something because my head is huge). I remember those jeans like I grabbed them off the shelf yesterday. I think that was a transforming moment in my life. No one else was wearing those jeans at school, but I didn’t care, I wore them with pride. I loved them because they were different. Kind of like me. 

Moment #2: Fast forward many years, I graduated from Virginia Commonwealth University School of the Arts in 2014 with a bachelor’s degree in Fashion Merchandising. I wouldn’t trade those years, those peers or those teachers for anything. I always felt like I was doing something important, something meaningful. For the first time in my life, I felt like I had a real, defined purpose. I came across a quote during my years at VCU, I probably found it while working on one of my projects, but it really resonated with me. It goes, “The truth is when there are so many problems in the world, why would anyone be interested in fashion? The ability to make a woman look lovelier, more beautiful… and a word that’s no longer used, more glamorous… is something akin to magic,” – Morton Myles. MAGIC. Exactly. Fashion is magic! It gives us the power to transform ourselves into whatever or whoever we want to be. It’s not even always about the way it makes us look, but how it makes us feel. For example, I worked at Nordstrom for a few years while in school. I had a love-hate relationship with it, but it was mostly love. One morning while at work, an elderly man and his blind wife entered into my life. His wife was looking for dresses. I devoted all of my attention to her and her needs, while a co-worker covered my department. She knew what colors she liked, patterns, shapes, etc., and she wanted me to help her feel pretty in a dress even though she couldn’t see it. That day, I was depended on in a way I've never been depended on before. I worked with them for about an hour, running errands for them throughout the store and helping her try things on. If I had any doubts about my path before, they all faded away. My time with her emphasized the idea that fashion runs at a level that is deeper than many give it credit for. Looking back, my experience with that couple was one of the most humbling of my entire life. 

In recent years, I sort of lost sight of my dreams and overlooked those defining moments in my life, like my favorite pair of bell-bottom jeans or the blind woman. I lost that familiar, comforting sense of purpose. I’m not complaining, I have been blessed in so many ways, but things just changed in a way I couldn’t anticipate. We are all guilty of letting life get in the way sometimes, but I am happy to say that I have been slowly, but surely, finding my way back again. 

With the help and support of my husband, family, and friends, after many months of preparation and planning, I created Reverie Boutique LLC.  I am so pleased to have launched my online boutique and look forward to opening up my “physical” boutique in the spring (though it will be a bit unconventional… stay tuned!). This is a "daydream" come true for me and I cannot wait to continue to share it with all of you. I am a firm believer that you can have high sky-high style without a sky-high budget. With this in mind, Reverie Boutique was created as a way to bring affordable, unique and quality clothing and accessories to women like you and I. Women who don't have hundreds of dollars to spend on a blouse or a dress but also don't want to wear the same thing everyone else is wearing. Each one of our pieces has been carefully curated with women like you in mind! I hope that when our website launches next week, you'll find that we have unique boutique clothing without the high boutique prices.

I guess that senior superlative is kind of coming true after all, “Most Likely to Have Her Own Clothing Line.” Well, it's not quite my own line, but it's definitely something that’s me, mine and yours. 

Now, why Reverie do you ask?  I’m a dreamer. My path has been full of twists and turns and very unpredictable. No doubt, that has challenged me at times, but nonetheless, I am who I am. My brain never rests, I am in a constant state of reverie with no escape. I used to envy those of you who could lay down and fall asleep almost immediately, but that has never been and never will be me. Now, I realize that while sometimes this is the cause of my anxiety it is also a wonderful gift. My mind drifts and wanders, following idea after idea around my brain, and when I finally do drift away into sleep, my mind continues traveling new places and inspiring new ideas until I wake, most often still drowsy, but eager to begin my next adventure. I wouldn't be me without my Reverie. 

Don't ever be too busy for a daydream.

With love & glitter

Jessica McCullough

Owner, Reverie Boutique LLC