Love of retail and customers
Penny Waddell has always been a people person. Working at her parents’ store, Shu-Lou in Gardendale, which they owned for 23 years, she realized her heart was in retail. When her father retired, she decided to continue her dream of a career in clothing and opened Dreams Avenue Boutique in 1993. Her parents owned the building in Morris, and growing up locally, the location seemed a perfect start for her retail store.
Quality, variety, and customer satisfaction
Opening for business, she insisted on only carrying the highest quality merchandise. Understanding the best way to stretch a dollar, she made sure to provide the best price for her customers.
With a quick smile and a deep understanding of what her customers are searching for, she realized that waiting on and serving the needs of her clientele brought her much joy and happiness. She passed that contentment on to her shoppers. Shopping became something fun again.
She not only sells distinctive items, but the quality of what is showcased in her store is unsurpassed. Clothes, handbags, jewelry, gift items, and that one-of-a-kind signature piece you are always searching for can be found at Dreams Avenue.
Her “Ladies Night Out” is an occasion that her customers look forward to. She provides refreshments, everything is on sale, and customers can register for free gifts.
Last time the grand prize was a Hobo Handbag.
Hours of Operation
Closed on Sunday
Tuesday -Thurs- open till 5:30 pm
She’d love to see you.
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