Color is queen and fashion is fun at The Shoe Attic in Williamsburg, where owner Brittany Rolston has created a cozy, maximalist haven
By Ava Baker
Photos By Sean Smith
For Brittany Rolston, founder, owner and operator of eclectic Merchant Square boutique The Shoe Attic, reordering is a rarity. When scouting fresh styles for a store where even closet basics are conversation starters, Rolston has learned how to set trend forecasts aside and let her own tastes guide her. The Shoe Attic is thus a reflection of her ever-evolving love story with fashion as a means of self-expression.
Lucky for boutique shoppers in Williamsburg, this exploration has resulted in a diverse clothing and shoe catalog that takes notes from the mod styles of the 1960s and ’70s; the t-strap, swing- and big-band-inspired designs of the 1930s; and the leathery, pearly, preppy silhouettes of the twee and indie subcultures of the late 2000s. It’s an aesthetic mingling of Ms. Frizzle and Ziggy Stardust with a little Zooey Deschanel thrown in for good measure.
Upon entering the store, guests are greeted with bold, representational prints and embroidery, colorful matching satin sets, seasonal tees, superman-themed boots, crisp baby doll dresses, expressive knits, ironic accessories and oversized collars showcased in a cozy, maximalist haven.
In the center of the “attic,” is a table dedicated to one of the most memorable aspects of The Shoe Attic experience: a glittering selection of shoes made by English designer Irregular Choice (pictured at top). No stranger to how they tend to put a smile on people’s faces, Rolston quips that she should start charging a museum entry price just to look at these kitschy, hyper-detailed kicks.
As much as she loves them now, it was Rolston’s mother who had a “true love” for the eccentric brand and convinced her daughter to get Irregular Choice on The Shoe Attic shelves. Asked if she has a favorite pair, Rolston deliberates before settling on a clear wedge that featured a functioning wind-up ballerina in the heel.
Other shoe brands found in her boutique include Jeffrey Campbell, Queen of Sparkles, Sugarhill, Sister Jane, MINKPINK, Alien Bratz, Sam Edelman, Dolce Vita and more.
Rolston enjoys guiding patrons through the shop’s collection to help them narrow down the perfect piece. She wants everyone who comes in to feel as if they can “drop their purse and shop.” When asked about her ideal customer, she explains that those who already have a playful sense of style are just as exciting as those who may be stepping out of their comfort zone for the first time.
She is especially gratified when shoppers come as a multigenerational package deal—a mother and daughter duo for instance. It’s rewarding when separate age groups can find pieces that they both adore in the same spree. As someone with three sisters, all with differing senses of style, Rolston gets that same gratification when all four of them can find different parts of the store to obsess over.
The shop’s location on the edge of Colonial Williamsburg comes with its own set of quirks. “Well, there are definitely ghosts,” Rolston admits. She and her Merchant Square neighbors have swapped stories of strange occurrences in creaky basements or long hallways, but she laughs it off, perhaps empathizing with those who come from beyond the grave just to have a look at a bedazzled pair of Mary Janes.
Another group that haunts The Shoe Attic? Students. Being so close to campus, Rolston has made regulars out of some of William & Mary’s finest, proud to have helped them develop their sense of style with statement pieces to complement their equally stylish liberal arts degrees.
When it comes to her own fashion sense, Rolston favors individuality over any set rules, which undoubtedly inspires customers to have fun with their own choices. “I’m not a stylish person,” she claims. “I just like what I like.”
While many will beg to differ with the first half of that statement, it’s an ethos that seems to have served her well over the boutique’s 11 years. During that time, she has built a familial customer base alongside a truly warm and personalized shopping experience full of novelty, color and more than a few sequins.
Learn more at shoe-attic.com.
Ava Baker
