The boutique scene in 12 South is what separates it from every other Nashville shopping district. These are the stores that are actually worth visiting rather than passing.
Imogene + Willie
The original. Matt and Carrie Eddmenson founded this custom denim shop in 2009 in a converted gas station, and the New York Times covered it. That coverage is not an anomaly — the denim here is genuinely exceptional, small-batch, designed in Nashville, and made entirely in the USA. The store looks like a garage crossed with a ranch house; the products are integrated into the rustic decor in a way that makes you look twice. Beyond jeans, they carry tees, tanks, knits, and accessories. Every item is USA-made. The price point is premium but the quality justifies it.
Judith Bright
The definitive jewelry boutique in the neighborhood. Artisans work on-site at this light aqua cottage, making the handmade metalwork with gemstones, birthstones, and beads that the store is known for. Stones can be changed on the spot. Judith Bright opened in 2014 and has built a cult following across the South. If you want jewelry that’s actually made in Nashville rather than just sold there, this is the place.
White’s Mercantile
Holly Williams (Hank Williams Jr.’s daughter) opened this general store in December 2013 at the southern end of the strip. It functions as the neighborhood’s best gift shop: candles, books, clothing, jewelry, pantry items, home goods — all Southern brands, all worth having. The Thistle Farms section supports women survivors of abuse and addiction. Free shipping on checkout if luggage space is tight.
MODA Boutique
The original women’s clothing boutique in 12 South, carrying contemporary designer clothing, accessories, and jewelry from high-end brands. It preceded many of the national retailers that have since arrived and maintains a neighborhood feel that the chain stores can’t replicate.
Emerson Grace
Women’s and some men’s elevated everyday clothing from brands like A.L.C. and Rag & Bone, with a dedicated section called “The Local Focus” that highlights regional brands you won’t find in big-box stores. A well-edited store that doesn’t feel like everything else on the block.
Draper James
Reese Witherspoon’s Southern-inspired boutique. The clothing — priced mostly between $80 and $300 — is classic Southern feminine: florals, gingham, colorful accessories. The store is a pilgrimage stop for fans of Witherspoon’s aesthetic. The “I Believe in Nashville” mural on the building’s exterior is the real reason most people stop.
Made in TN
Not technically a boutique, but the most accessible store on the strip. Everything is locally sourced Tennessee goods: Goo Goo Clusters, Moon Pies, Nashville Hot Peanuts, Tennessee Whiskey candles, and other items that function as actual Nashville souvenirs rather than generic tourist merchandise.
Sources
- Nashville Guru, 12 South Shopping Guide (June 2023): nashvilleguru.com/138881/12-south-shopping-guide
- Nashville Lifestyles, “Where to Shop on 12 South” (May 2025): nashvillelifestyles.com
- StyleBlueprint, 12 South Neighborhood Guide (December 2024): styleblueprint.com
- The Culture Trip, Best Places to Shop in Nashville’s 12 South: theculturetrip.com
- Fodor’s Travel, Shopping in 12 South: fodors.com
- LCT Team, 12 South What to Eat See and Do: lctteam.com/12-south-what-to-eat-see-and-do/