Amanda, founder of Ashe Couture Boutique, has been in the fashion and retail industry since she was 15 years old. The store had humble beginnings – operating out of Amanda’s spare bedroom in Carmel, Indiana. Amanda moved to Florida as her ecommerce business began taking off - which led her to expand into her first store front in Downtown St. Petersburg, Florida in January of 2015, and the rest is history! Ashe Couture's goal is to help shoppers feel amazing, no matter the occasion. With frequent inventory updates, and versatile styles ranging from beachy, boho, laid back, and luxe -- you’re bound to find something you love at Ashe!

We asked Amanda why she carries so many lines with cotton in her store, and she shared that, “natural materials, like cotton, and Florida heat go together so well! The breathability is unmatched.” Cotton is a great choice to wear in hot temperatures because the fabric is light and breathable, and you can always layer. Ashe is curated with beach surf lines like Billabong, and boho lines, such as Free People. When thinking about materials, Amanda says, “Our surf lines love that flowy light weight material and style that really speaks to our customer.” She elaborates, “a lot of our surf lines have really leaned into using recycled materials and natural fibers, so it’s been a positive transition.” It’s great to wear clothing you love that is made from eco-conscious materials, too.

On a personal note, Amanda recently had a baby, which led her to get back into crocheting and embroidery. This passion evolved into its own new business within Ashe called “Channy Girl Stitch,” where Amanda makes custom baby and toddler name sweaters that are 100% cotton! Cotton is not only versatile and stylish, but its also soft and hypoallergenic which makes it a great material for little ones. Amanda feels that with fashion, she “loves the creativity that comes with styling and how it doesn’t have to be serious! Have fun with it! It’s a great way to show your personality and it’s unique to you.” With options for everyone, from surfers to babies - we couldn’t agree more with this sentiment.

Fashion and style are just one piece of the puzzle. When it comes to clothing that begs fashion and function, Amanda makes sure to stock her store with lines that work for everybody’s lifestyle and favorite activities. When it comes to athleisure clothing, Amanda says, “what’s not to love! It’s really neat to see its growth as this sort of hybrid clothing genre. I love that you can wear the style to workout or to lunch.” Versatility is key! We asked Amanda her thoughts on whether she thinks it’s possible to be comfortable, stylish, and active all at the same time. She answered, “of course! Athleisure is just that! Being stylish, while staying comfortable allows you to take your look from your daily activities to hitting your favorite yoga class later- or maybe not! Picking a cotton rich material is a great option for all those things because of the extra breathability cotton provides.” With busy schedules and lots to do, it’s important to have outfits that can do it all, that look good, and feel good, too.

To wrap it up, Amanda states, “to me, ‘comfort’ is anything that feels good ON you while confidence is anything you feel good IN!” Check out Ashe Couture in store or here for stylish looks that can do it all and empower you to feel comfortable and confident!