Russell Smith feminizes his gentlemen’s clothing store | Eastern North Carolina Now

    In retail, as in nearly everything, adaptation is necessary for survival.

    Since Jan. 1983, Russell Smith has applied his mastery of the adaptive technique in his downtown Washington retail store, Russell's Gentlemen's Clothing. His success and staying power is unmatched in that business district.

    "The first years were tough, but I've never really suffered, or almost had to close up or anything," said Smith. "You just have to be smart and know your limitations."

    Recently, however, Smith took the ultimate leap of faith in adaptation, when he officially opened a ladies department in the back quarter of the Russell's Gentlemen's Clothing store. The Washington Beaufort County Chamber of Commerce cut the ribbon on the new addition last Friday morning.

    "I'm just trying to bring something new," said Smith. "I try to be innovative. I try not to be stale. We rotate lines all the time to keep things fresh."


Russell's Gentlemen's Clothing ladies department manager Rhonda Lyons welcomes a male supporter of the venture at the Washington Beaufort County Chamber of Commerce ribbon-cutting ceremony on Friday.


    Smith is more than willing to refit his merchandise to the changing environment, but he is not willing to uproot the comfortable routine of his longtime customers by moving to a new location. And since the downtown buildings are immutable, Smith had to rearrange his retail space to accommodate the expansion.

    "I looked at moving some time ago, but people like this building," said Smith. "They're very comfortable in here. And it's kind of like home."

    The new ladies department, with its shelves of baby and graduation gifts and ladies accessories, fills the back quarter of the store behind the cash register and sitting area. Male shoppers shouldn't be bothered by the interference, since this space was used for storage until renovations three years ago.

    Furthermore, according to Smith, 60 to 70 percent of his current customers were already women out shopping for their men.

    "Most men want to dress to satisfy their wife of girlfriend, so we weigh heavily upon women shoppers," said Smith.

    The new ladies department will be managed by Rhonda Lyons, formerly of the late downtown Washington stores, Everyday Creations and La-Te-Da. Lyons "cherry picked" the best lines from Everyday Creations for the new department, said Smith.

    Like the gentlemen's clothing department, the ladies department will be relegated to classic, non-trendy, well-made items. Express alterations, personalization, custom orders and gift wrapping is available in both departments.

    "It will offer things for women along the lines of what he carries for the gentlemen," said Lyons.

    Some of the lines to be featured in the ladies department include John Wind and Debra Sheperd jewelry and Big Buddha handbags.

    Gift registries for mothers- and graduates-to-be are now available. The ladies department will carry boutique baby and graduation gifts ranging from $8 to $30, said Lyons.

    Lyons encourages the public to come in and browse the new department, without feeling compelled to make a purchase.

    "I want people to feel like when they come to the store, they don't feel pressured to buy something," she said. "Sometimes you feel like you just want to get out of the house."

    Russell's Gentlemen's Clothing is located at 118 W. Main St. in Washington. The store is open Mondays through Fridays from 9 a.m. to 5:30 p.m., and on Saturdays from 9 a.m. to 5 p.m.
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