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By Mackenzee Simms | Photos by Jeremy Raines

In the heart of Helena’s historical Old Town district, past the waterfall and the railroad tracks, lies Oh My Sole.

With bold tops, sequined appliques and pops of color on every rack, Oh My Sole is a women’s boutique bringing vibrant styles to the streets of Helena’s Old Town since March 2015.

According to business owner Lori Tatum, Oh My Sole is known for carrying pieces that will make people stop you to ask where you got your outfit.

“We are trendy, but we’re very different and unique,” Lori said. “I really focus on things that are not at other boutiques, things that make you stand out. We have stuck to that all these years, and it has worked for us.”

DREAMS BECOMING REALITY

For Lori, the idea of owning a boutique was a childhood dream.

“I’ve always loved clothing and fashion, even as a child,” Lori said. “Growing up, my mom would take me to Parisian every Saturday. That was just our thing. We love to shop.”

Lori’s passion for fashion followed her throughout life, including the 17 years she was employed by AT&T. But in December 2014, Lori received a phone call that would change her life.

“I got a call during Christmas week saying my job had been done away with,” Lori said. “I was devastated. I was a young mom, and it was just scary.”

Rather than dwell on her losses, Lori decided to view this as one door closing so that another may open.

“I knew that what I always wanted to do was have a boutique,” Lori said. “I knew that I loved the quaint little town of Helena and there was actually a building for rent on this street.”

But when Lori went to the property owner, Joseph Habshey, to inquire, he informed her that the building had just been sold. He offered to show her a different property, right next door, and she agreed.

When she walked through the front door of the former trucking company, she was taken aback. Desks with old computers lined the room and large fax machines dominated the space. The building in no way resembled the chic clothing store that Lori had in mind.

“This does not look like a boutique at all. This is not what I envisioned,” Lori said. “I just went home and prayed about it. Lord, I want to be in that town. Something is telling me I need to be in Helena. Can I make this work?”

Lori returned to Habshey and asked for a six month lease to start because she was scared to commit to anything longer. According to her, Habshey agreed, telling her that he knew she was going to be successful and would be in business much longer than six months.

A STORE BY ANY OTHER NAME

After agreeing to the lease, Lori immediately raced to the county services building to register her business. The soonest clothing market was occurring the very next day. If Lori wanted to have clothing to sell in her new building, she needed to be at that market or risk waiting months for the next one.

As she drove to the county services building, the song “10,000 Reasons” by Matt Redman came on the radio. She sang along to the lyrics and the name for her business struck her. Oh My Sole.

“Oh My Sole because we’re going be selling shoes and clothing. That’s it,” Lori said. “I’ve always loved that song. That’s really how the name of the business came into effect.”

CHANGES

When Lori first moved into the building that currently houses Oh My Sole, the space was too large for Lori alone. In the first years of business, Lori shared the space with Abbey Crocker of Party Art and DeAnna Cobb of the Cobb’s Nest.

“They were both with me the first year or two that I was here, so that helped fill that space up,” Lori said. “Then we just continued to grow. All of our businesses grew.”

As all three businesses grew, the other business owners were able to move on and find their own spaces and Oh My Sole was able to expand.

And as the business changed, so too did the building that housed it. Over the years, Lori has remodeled a few different aspects of the space. White hardwood floors replaced the old carpet. New lighting and ceiling fans invigorated the atmosphere. Lori even demolished a wall dividing the room and built three dressing rooms.

But despite these changes, Lori has always strived to keep the building true to its Old Town roots.

“We have tried to do a little bit here and there, but we wanted it to stay the look of Old Town too,” Lori said. “We try to make it have that old look, so that we fit in with the other buildings down here.”

The displays in Oh My Sole are constructed from upcycled, old doors to help preserve the vintage look of the store. Lori was also sure to preserve the front porch feel of the building entrance because of how much she enjoys watching people eat ice cream and sit on the porch swing.

For Lori, it’s all about preserving the small town charm that first attracted her to Helena.

“I love Old Town. The businesses are old and they have so much character and charm to them,” Lori said. “Anytime there is a family event, whether it’s the Fourth of July or the tree lighting, this is the central location of the city. It just looks like a Hallmark movie.”

FAMILY MATTERS

Over the past 10 years, Oh My Sole has seen plenty of growth and change, but one thing that has remained the same is the constant support of Lori’s family.

When you walk into Oh My Sole in the afternoons, chances are you will find Lori’s mother, Judy Alvis, volunteering to help in the store. And if she’s not at the store, she’s calling to check in.

“It’s just a labor of love for her,” Lori said. “She loves it.”

But her mother isn’t the only family member that pitches in.

From financing to helping build the booth for Christmas Village, Lori’s husband, Keith, has always stood by her side. He even attends markets with her and calls them their date night.

“My husband’s always instrumental in being down here a lot too,” Lori said. “He was always great with fashion, too. He always puts his spin on things.”

Both of their children have watched their parents invest in Oh My Sole over the years and currently have plans to follow in their parents’ footsteps. Lori’s daughter, Bella, is a senior at the University of Alabama and is studying fashion retail. Meanwhile, her son, Cash, is freshman at Alabama and is studying business.

“(My son) always has said that he wants to do a man store,” Lori said. “We always kid that there might be a Mr. Oh My Sole coming, you know, one day soon. You don’t ever know.”

For Lori, passing her legacy on to her children would be a dream come true, but more than that, she just enjoys being with her family.

“We’re a very close knit family. I just think if we all worked together, it would be a lot of fun,” Lori said.  “We just keep trying to build our clientele and carry different things, and hopefully one day we can expand where the whole family can work and do it together.”

While Lori doesn’t know exactly what is in store in the future of Oh My Sole, she looks forward to hopefully spending the next 10 years outfitting the community she loves.

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