Our Story

Southern charm is is an Asheville original boutique located in the historic heart of downtown, Asheville, NC, on Haywood Street. We carry all the latest fashion trends, focusing on cozy fabrics, and including affordable clothing made in the USA.

Look Charmed is a trendy fashion boutique located on historic Flagler Avenue in New Smrya Beach, FL. Our boutique is known for the softest, most stylish and comfortable clothing ever, at prices you want to pay! Plus fabulous jewelry, accessories, handbags and hats. All of this, and within walking distance to the beach too!


Hi, my name is Zoe, and I love fabulous clothes with unique detail, and great wardrobe building basics! I love traveling to fashion shows and garment districts to hand pick out the "softest clothes on earth." I focus on finding great quality clothing at the best price!

Over 25 years ago I started in retail with a bridal boutique! Then, when we had children, my husband and I owned a children's store for 18 years. After we empty nested, we moved back to the east coast and founded women's clothing boutiques.

We love helping people feel great with style! Our most asked question is why two locations?! Life has a funny way sometimes of prompting you to follow your dreams, and while the mountains of NC are absolutely beautiful, we always wanted to live by the sea. Now we're so blessed to be able to travel from the mountains to the sea and enjoy them both! 

Thank you for stopping by, and we hope you find something you love!

- Much Love,
From our family and awesome team!