A charming new boutique is coming soon to Mercantile on Morris, bringing trendy, chic clothing options to downtown Birmingham. We spoke with co-owner Ivey Wimberly to learn more about 234 Boutique.

New boutique coming to downtown Birmingham

When you first step into 234 Boutique, owners Ivey, Emma and Abby Wimberly want it to feel like you’re stepping into your own sister’s closet: “personal, welcoming and filled with styles that make you feel confident and beautiful.”

A family-owned business, 234 Boutique is led by the three Wimberly sisters—the second, third and fourth siblings of five children—who have always shared a love for fashion.

“We’ve always shared—and sometimes stolen—clothes from each other; we all have a similar style but with our own personal flair. At our core, we all love timeless, sophisticated pieces that make you feel put together. That’s what we hope to share with Birmingham.”
Ivey Wimberly, Co-Owner, 234 Boutique

A reflection of the Wimberly sisters’ love of fashion, 234 Boutique will be located in the former Hide & Hunter space at 2212 Morris Ave Suite 102.

“When my brokers showed me the space at Mercantile in Morris, it instantly spoke to me. The space itself is small, but fit with my goal to offer an elevated type of clothing that you’d find in a department store in a boutique environment.”
Ivey Wimberly, Co-Owner, 234 Boutique

According to Ivey, 234 Boutique aims to open its virtual store this summer and plans to open its brick-and-mortar location in the fall.

“I want every customer to experience high-quality, personalized customer service. I am looking forward to getting to know my customers, understanding their tastes and ensuring they feel well taken care of! I’m also thrilled about the brands we’ll be carrying, like Retrofête and SER.O.YA.”
Ivey Wimberly, Co-Owner, 234 Boutique