As a small child, Molly Matlusky dreamed of one day owning a women’s clothing store. She remembers how she often “overdressed,” prioritizing fashion over comfort like many of her classmates did at the time, and how she and her sister would convert the family dining table into a store counter during imaginative play.
As Matlusky grew up and into her personal style, her mother would admire her sartorial choices, saying, “That’s so Molly!” Today, a black awning with the name “Oh So Molly” hangs outside 1715 N. Union St. in Trolley Square (in the former Nichols Fine Jewelers space), a nod to the catchphrase and the store’s thoughtfully curated pieces.
The eponymous boutique opened in February and was an instant success. “There’s always something going on in [town], and there’s a lot of foot traffic,” Matlusky says. “I was nervous about buying too much [midway] through the winter season, but we sold out of everything.”
A recent graduate of the University of Alabama, where she studied fashion, Matlusky began to manifest her vision after completing a summer internship at Kleinfeld Bridal in Manhattan—with a little help from family. “My parents stumbled upon [Nichols’] move-out sale…[and] when this building went on the market, they purchased it.”
She loved the character of the historic brick house, which reminded her of a charming old structure in Tuscaloosa that also housed a fashion boutique. When she stepped inside the amply lit space, Matlusky immediately knew this could be her “dream”—with some elbow grease and fresh paint.
She ripped out the dated wall-to-wall green carpet and refinished the hardwood floors preserved underneath. She painted everything—the walls, staircase, and fireplace—warm white; installed air conditioning; and introduced modern chandeliers and custom radiator covers that serve as display shelves.
“I love the simple, chic look—and the way everything just pops against the [backdrop],” she says.
Her target customer so far has been everyone from the trendy twentysomething to the stylish mid-40s mom to Matlusky’s own grandmother, who is in her late 70s. “It’s for women of all ages,” she says, holding up a frock filled with pink and orange poppies, reminiscent of both Mrs. Roper and a Hamptons garden party.
Most of her collection is feminine—floral, flirty, embellished—but there is also a classic slip dress (black/beige), linens, and denim shorts; custom “Trolley” and “Greenville” crewneck sweaters; private-label pajamas; and a curated selection of swimwear. Handbag and accessories styles range from beach to brunch, and you’ll even find decorative accents for the home. Popular brands include Hidden Jeans (Los Angeles), All Row, and English Factory, all of which can also be found and purchased from Oh So Molly’s e-commerce site. (She’s already shipped to 12 states, but her goal is all 50.)
All items retail for $150 or less. “You won’t find $200 white T-shirts here,” Matlusky says. “I want customers to come in and buy multiple things, not just one…or to be able to come in and find a dress for a special occasion and not have to spend $300.”
In addition to keeping things affordable, Matlusky sets her shop apart through social media savvy, networking, and personal-shopping services, when requested. Recent events—complete with mimosas, of course—included a Point-to-Point shopping event and a fun fashion night for moms from a local school.
“I want to keep appealing to a diverse clientele,” she says. “I really think we have something for everyone.”
For more information and store hours, visit ohsomolly.com.
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