A new clothing store is having a “soft opening” on Tuesday

Sept. 20 – WILLIAMSBURG – Malari Hoskins, owner of Ever Aston, may have graduated from the University of the Cumberlands just a year ago, but she’s determined to make her clothing boutique a success.

“I graduated from college last year and opened my first location in September 2021. So now I’ve moved to a bigger location in London and we’re opening our second location in Williamsburg,” said Hoskins, graduated from college with a bachelor’s degree in communications and marketing and elementary education. “When I was approached about the building in Williamsburg, I was really excited.”

Ever Aston will offer clothing from XS to 2X. Hoskins said, “It’s a little tricky because some brands don’t really go over a 2X, but when I can I order any size.”

But if you’re above a 2x, don’t be discouraged. The shop may still have something to buy, from cute headbands or other accessories to planners.

The London site is known for its custom Game Day gear. Hoskins will also ship orders and shared that previously she filled an order for Alabama and even California.

“We actually just finished creating custom shirts for the Cumberlands Cheer and Dance Team,” Hoskins added. “We kind of have a little bit of everything for everyone. We make cute little dog toys and Lulu Lemon bags, and all kinds of stuff. We’re excited about the Williamsburg location.”

Hoskins is delighted to open a second store, adding that Williamsburg and London will give customers the flexibility to choose where they want to shop. She also shared that she’s heard positive feedback from the Williamsburg community about having another option for women’s clothing.

“To me, it’s bittersweet,” Hoskins said when asked what it meant to her to be able to open a location in Williamsburg so close to the University of the Cumberlands on Main Street. “I went to university there for all four years. I loved the Cumberlands. I graduated in May 2021. It’s a bit like coming home even though I live in London.”

Hoskins believes the new Main Street store will be a great place for college-age girls, and even adult professionals, to shop. She’s already thinking about the future, like if there’s a game day or a college-themed event for the ladies. She would also like to bring men’s clothing to her house eventually. With its location already established in London, customers can even shop online to see what’s available.

She hopes her Williamsburg location will become what the London location has become for the community.

“It will just be a place for them (customers) to hang out and be able to hang out and shop,” Hoskins said. “That’s kind of what happened with our London store. It’s a meeting place. People come to socialize and it’s an experience.”

The store is located right next to the Williamsburg Game Cafe and not too far from the Brick Oven. Hoskins hopes this will help his new location succeed.

And while there won’t be a ribbon cutting this Tuesday, Hoskins still plans to have a grand opening on Oct. 1 during UC’s homecoming week.

Ever Aston in Williamsburg is located at 217 Main Street in Williamsburg and will open at 11 a.m. Tuesday morning for its soft opening.

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