News

Collierville, TN - Curiosity has mounted over the last few months as a fashion empire has slowly risen at The Avenue Carriage Crossing.
 
 W by Azwell has officially opened a 9,600-square-foot store and has a grand opening celebration scheduled for Saturday, August 27 at 5PM.
 
Owner Stephen Yeh began W by Azwell seven years ago with only $700 in seed money. From these humble beginnings, the company has grown to eight stores with the ninth just opening in Collierville.
 
A native of South Korea, Yeh came to the states in 1990. His adventure into fashion began in an untraditional way. “I was a literature major,” Yeh said. “After publishing a few books, I wanted to do something different – I wanted to get into fashion.”
 
As a self-confessed fashion lover, Yeh’s stores include apparel and accessories that are the latest fashions from New York and Los Angeles. New shipments arrive daily with the average shelf life of an item only being ten days. Sarah Milburn, Yeh’s stepdaughter and the manager of the new Collierville store, explains that items are only ordered once, “So once it’s gone, it’s gone.” This strategy keeps the inventory fresh with only the hottest styles and allows women to create one-of-a-kind looks.
 
The merchandise is for women of all ages. Milburn said in-store fashion consultants are trained to help customers find the style that best suits them. She goes on to explain that Azwell stores are “very clean, never cluttered.” The store welcomes shoppers with a refreshing spa-like interior.
 
W by Azwell invites the Mid-South to it's ribbon cutting and grand opening celebration on August 27. The event will feature live music, light refreshments and 20% off your entire purchase. The store is located next to Charming Charlie at The Avenue Carriage Crossing at Bill Morris Parkway and Houston Levee Road in Collierville.