Lindsey Parnell models a Vava dress at Ditsy Daisy, which is owned by her mom and older sister. Photos courtesy of Michelle Butts.
Behind the Ditsy Daisy boutique in Chelsea is a mom and daughter team.
After studying computer science at Auburn University, Michelle Butts wanted to do something different. A boutique came to mind as well as the perfect person to run it with her – her mom, Cindy Parnell, who had owned a boutique in Sylacauga several years before.
After searching up and down 280, the mom-and-daughter team finally found that, with only one other boutique, Chelsea was the perfect place. They picked a name that would capture the fun and colorful atmosphere of their store, right down to daisy-shaped price tags, and opened in a then-empty strip next to the Chelsea BP in December 2011. Their first month of sales was strong.
“We have gotten to know so many super people from Chelsea as well as both directions on Highway 280,” Parnell said. “It’s just been phenomenal.”
The third member of their team is Parnell’s younger daughter, Lindsey, 17, whom customers recognize as the model of their clothing on the Ditsy Daisy Facebook page. She also runs the store when her mom and sister are at market and gives input on the kind of items teenagers like.
The boutique offers contemporary clothing for women of all ages, from middle school to moms and even grandmothers.
“You can get a top for $26 or a top for $76,” Butts said. “We have every price point and want to keep prices reasonable.”
Each piece of their PRITI jewelry line is uniquely handcrafted. Best of all, the line runs $22-32.
“We like to put it together with our clothes, and it always sells,” Butts said.
tlThey also carry small gift items like frames, candles, scarves and other jewelry.
For the holiday season, they also have new tote bags and shoes arriving as well as more of the trends for fall and winter — oversized tops with leggings; maxi skirts and dresses with denim jackets; and colored skinny jeans in colors like rust, royal blue, peach and mint.
They are also getting in sequined dresses for holidays and New Years that they think will be popular.
This fall they sold a lot of game day clothing, and they carry Chelsea colors when they can.
“If we see something in royal blue, we try to get it in because it always sells,” Parnell said.
They store has built a base of repeat customers, but people who live in Chelsea as well as north in Greystone or Highland Lakes or further south on 280 are still discovering it’s there, the owners said.
“We have gotten to know our customers and what they like, and we keep that in mind when we go to market,” Parnell said.
And customers know as soon as Ditsy Daisy gets a new shipment, which is most days. Butts posts photos of the items to their Facebook page, and customers can call to reserve merchandise they see.
Ditsy Daisy will host an open house with extended hours Saturday, Dec. 8. The party will also unveil the store’s new larger floor retail space.