Tuscaloosa boutique owner touts strength of retail community

Effie’s owner Terry Davis speaks at the Shop Alabama News Conference in her shop

Nestled in the historic district of downtown Tuscaloosa, Effie’s Inc. has been bringing fashion-forward looks to Tuscaloosa shoppers since 1990. The contemporary ladies boutique caters to all ages and lifestyles, carrying a wide variety of clothing, jewelry, accessories and shoes.

Terry Davis, who’s owned the store for the past 20 years, says she loves the opportunity to do business in Tuscaloosa.

“It is such a unique city – it feels like a small town but with great diversity, thanks to the University (of Alabama). The rebuild after the (2011) tornados has been amazing, and I have really enjoyed seeing the revitalization of the downtown area. I feel like it has become a destination that people are drawn to,” Terry adds.

Tuscaloosa Mayor Walt Maddox, Terry Davis, Melissa Warnke, Alabama Labor Secretary Fitzgerald Washington and Al Spencer with The Chamber of Commerce of West Alabama.

Terry offered Effie’s in Tuscaloosa as the host site for a #ShopAlabama for the Holidays news conference. The November event was part of a six-city media tour promoting the Alabama Retail Association’s campaign to encourage local holiday shopping, Tuscaloosa Mayor Walt Maddox, Tuscaloosa chamber representatives and Alabama Secretary of Labor Fitzgerald Washington joined ARA members and staff to spread the message about the benefits of keeping shopping dollars local.

“I believe in supporting local retailers,” said Terry, adding that local business owners are the ones who give back to charities, support local schools and employ those who live in the community.

Terry employs 14 at her store and is most proud of their reputation for dedicated, one-on-one customer service. “We can help you select that perfect special occasion outfit, complete a new wardrobe or enhance your old one,” she said.


Effie’s is open 10 a.m. to 5:30 p.m. Monday through Friday and 10 a.m. to 4 p.m. Saturday. Visit online at www.effiesinc.com.

Story by Melissa Johnson Warnke

Photos by Amy Materson, Chamber of West Alabama

This article was first published in the February 2017 Alabama Retailer.