Shopping is what put 12 South on the map, and the boutique density on a half-mile stretch remains one of the highest in Nashville. Here are the stores worth your time.
Imogene + Willie
The shop that started everything. Matt and Carrie Eddmenson opened this custom denim boutique in a converted gas station in 2009 and the New York Times wrote about it. All clothing is made in the USA, small-batch production, and the denim is genuinely among the best you’ll find anywhere. The space still looks like a gas station — rustic furniture, organic layout, products integrated into the decor in a way that makes you look twice. Worth visiting even if you’re not buying.
White’s Mercantile
Holly Williams (daughter of Hank Williams Jr.) opened this general store in December 2013 at the southern end of the strip. It’s stocked with Southern brands — candles, jewelry, clothing, pantry items, books, toys, home goods — and serves as the neighborhood’s best one-stop gift shop. Made in TN (a separate shop nearby) handles specifically Tennessee-made goods: Goo Goo Clusters, Moon Pies, Nashville Hot Peanuts, Tennessee whiskey candles.
Draper James
Reese Witherspoon’s flagship Southern-inspired women’s boutique. Most clothing runs $80 to $300, and the aesthetic leans toward classic Southern preppy — floral prints, gingham, colorful accessories. The store itself is secondary for many visitors; the “I Believe in Nashville” mural on the building’s exterior is the real draw. If the look resonates with you, the merchandise is genuinely well-made.
Judith Bright
Locally handmade jewelry. Artisans work on-site, so you can watch pieces being made and stones can be changed on the spot. The store opened in 2014 and has built a following that extends across the South. The delicate metalwork with gemstones and birthstones makes it a reliable destination for meaningful gifts.
MODA Boutique
The original women’s boutique in 12 South, carrying contemporary designer clothing, accessories, and jewelry. When the neighborhood was still defining itself, MODA was already there.
Planet Cowboy
Boot shop. Straightforward, stocked with quality Western footwear. Nashville without cowboy boot access is an oversight; this corrects it on the 12 South strip.
The 12 South Collection
The newest addition to the strip — a mixed-use development that houses national retailers not previously in the neighborhood: Paige, Rag & Bone, La Vie Style House, Oliver Peoples, Mejuri, Lele Sadoughi, Jenni Kayne, and Alice and Olivia. It makes the strip feel more like a curated outdoor mall in sections, which not everyone loves, but the tenant list is strong.
Other Consistent Picks
Emerson Grace carries elevated women’s clothing from brands like A.L.C. and Rag & Bone, with a section focused on regional designers. Stoney Clover Lane offers customizable bags and accessories. Buck Mason provides simple, high-quality men’s and women’s basics. Marine Layer handles laid-back casual. Savant Vintage covers vintage clothing needs.
Sources
- Nashville Guru, 12 South Shopping Guide (June 2023): nashvilleguru.com/138881/12-south-shopping-guide
- StyleBlueprint, 12 South Neighborhood Guide (December 2024): styleblueprint.com
- The Culture Trip, “Best Places To Shop In Nashville’s 12 South Neighborhood”: theculturetrip.com
- Fodor’s Travel, Shopping in 12 South: fodors.com
- Nashville Lifestyles, “Where to Shop on 12 South” (May 2025): nashvillelifestyles.com