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Balancing a fresh, elevated perspective with the legacy that’s defined the boutique since 2005, Ann Trammell Newton takes a highly personal approach with her clients. To her, the Embellish Collection woman is confident, discerning, and detail-minded—investing in timeless pieces designed to endure beyond a single season.

Q: You’ve worked with iconic designers in major fashion markets. what inspired tiy to bring that perspective to chattanooga become owner of embellish?

I’ve always shopped at Embellish, and what set it apart to me was that there was always something unique—you could find pieces you’d wear for years. When the opportunity came my way in 2021, it felt like a natural fit. I knew I could take what I had learned working in New York and bring a fresh, more elevated perspective to the store, while still honoring what made it so special. It was about evolving the brand without losing its identity—keeping that sense of discovery, but refining it in a way that felt more intentional and personal.

Q: every piece in your store is hand-selected and curated. what does your curation process look like, and how do you decide what feels “right” for your customer?

I travel to New York four times a year for market and have appointments with each of the brands we carry so I can see everything in person. There is always more shown at the market than what actually goes into production, so the first step for me is instinct—I go through and pull everything that immediately catches my eye.

From there, it becomes a process of editing. I step back and look at it from a merchandising perspective—how it all works together, what categories we need, and what will resonate with our customer. After years of working closely with clients, I truly have specific women in mind when I’m buying.

I never finalize orders on the spot. I come home, review everything, and edit heavily. You might see twelve coral dresses at market, but we don’t need all twelve. It’s about choosing the best version, building a balanced assortment, and staying within budget. We’re buying about six months in advance, so there’s definitely an element of instinct—it can feel like throwing darts at a board, but that’s also what makes it exciting.

Q: How would you describe the embellish woman, and how has she evolved over time?

The Embellish woman is confident, colorful, and not afraid to stand out. She loves to travel, enjoys getting dressed, and is open to unexpected combinations. She pays attention to detail and values quality—she’s investing in pieces she’ll wear for years, not just a season.

Since I took over the store, she’s definitely evolved. I wanted everything to feel fresh and more reflective of my perspective, which required a level of trust from our customer. It was a bit of an education process at first, but over time she’s grown with us—becoming more fashion-forward, more open, and more confident in her style.

Q: You’ve built a reputation for both the standout style and personalized service. How do you create that experience in store?

We really pride ourselves on customer service. Before buying the store, I started my own personal styling business in Atlanta, so working one-on-one with clients and putting full looks together has always been something I love.

Over time, you really get to know your clients—not just their style, but what’s already in their closet. It’s not always about buying something new, it’s about building a wardrobe and helping them get dressed for their real life.

That’s what sets us apart from big department stores. You’re getting a personalized experience, honest feedback, and a level of attention you can’t find everywhere. A lot of the time, those relationships turn into real friendships.

Q: What’s something people might be surprised to learn about running a boutique at this level?

I think people would be surprised by how many hats you have to wear. There is so much that goes on behind the scenes—it’s not just buying clothes and selling them.

Some days I feel like an accountant, other days I’m managing a team, working on marketing, or handling social media. There are constantly so many moving parts, and it really does take a village to keep everything running.

I’m incredibly grateful for our team because I truly couldn’t do it alone. Every person plays a role in creating the experience people see when they walk through the door, and that behind-the-scenes work is what makes everything feel seamless to the customer.

Q: YOur career began in fashion hubs like new york and atlanta. how does that influence the brands and designers you bring into chattanooga today?

We want to be the kind of store you walk into and find pieces you don’t see everywhere else—that sense of exclusivity is really important to me.

Having worked in New York and Atlanta, I bring a more elevated, edited perspective to what we carry. At the end of the day, I really just buy what I love. If something doesn’t resonate with me, I don’t bring it in.

I want to feel confident in every single piece in the store, and I think that’s what allows our customers to feel confident shopping with us.

Q: what role does confidence play in personal style, and how do you help customers discover that when they walk through your doors?

I think confidence plays a huge role in personal style. It takes confidence to really get to know what you like and don’t like, especially when it’s so easy to scroll on Instagram or TikTok and copy what everyone else is wearing.

A confident woman trusts her instincts and develops her own point of view instead of just following the crowd.

When clients come into the store, we help guide them in that process—introducing them to new things, while also paying attention to what they naturally gravitate toward. It’s about helping them feel like the best version of themselves, not like someone else.

Q: in a world of fashion fashion, embellish leans into thoughtful, high-quality pieces. why is that philosophy important to you right now?

A lot of the pieces we carry are truly like works of art. There are designers and artists behind the scenes hand-drawing prints and thoughtfully placing them on garments—it’s a detailed, intentional process that people don’t always see.

When companies quickly knock those designs off, they’re often copying that work without the same level of craftsmanship or integrity. The quality and attention to detail just aren’t there.

I’ve always believed in investing in pieces you can wear for years. In the long run, you’re often spending more buying fast fashion than if you had invested in something well-made from the start.

Next time you step into Embellish Collection, ask for Ann. She’ll turn your visit into a refined, personal experience tucked into our Warehouse Row corner, where thoughtful styling meets genuine connection. It’s simple, really: Ann makes sure every client walks out feeling like the best version of themselves.