Whiskey River Dry Goods Company

Bringing Whiskey Chic to Main Street

There’s a new retail concept opening soon on Erwin’s Main Street, and it’s bringing a new attitude on fashion and fun energy with it!  As Erwin continues to grow and attract many young and insightful entrepreneurs, Erwin’s Main Street is becoming a destination for clever shoppers looking for clothing, products, and style beyond what might be hanging on the rack at abig department store.

“When we got to town, I was so excited,” said Michelle. “It was exactly what we were looking for.  The downtown area was the perfect size, all the houses were well kept, and the town was incredibly clean! We knew we’d found a real home here!”

Michelle Peitzmann
Owner
Whiskey River Dry Goods Co.

That’s where Michelle Peitzmann, owner and operator of Whiskey River Dry Goods Company, comes in.  Whiskey River was established in 2016 and originally located in central Illinois.  The store promised to “Bring Nashville and Texas to the Midwest” with a wide variety of apparel, accessories, beauty products, and home decor.

“I just love the vibe of Nashville and Texas,” explained Michelle. “There is just such a unique and independent energy to the people and fashions of Texas and Nashville that I’ve always gravitated towards.”

Michelle Peitzmann holds a degree in Fashion and Textiles and has made a name for herself–and Whiskey River–through her fashion contributions within the music industry. She has provided many outfits and designs to musicians, and she has also worked directly with artists to design custom outfits for them to wear during concerts and/or events.

Just a sampling of what awaits customers at Whiskey River.

Just a sampling of what awaits customers at Whiskey River.

“The kinds of things you are going to find at Whiskey River are not going to be your standard clothing staples,” said Michelle.  “The pieces we’ve curated are much more statement pieces with a playful and quirky bend to them.  My favorite way to describe our styles is garage grunge.  Sort of Cowgirl Chic with some Bohemian inspirations.”

Most of the products and apparel in Whiskey River has a bourbon, tobacco, and/or cowgirl theme to it–and many are adorned with clever and sarcastic messaging for those wanting to be more playful.  Beyond the apparel Michelle and her team curates for the store, you can also find:

  • Original Levi’s denim products
  • A Beauty Bar with Gunpowder & Gloss products
    • Gunpowder & Gloss is a craft beauty products line developed by a friend of Michelle’s that currently resides in Minnesota but is hoping to also move to Tennessee in the future.
  • High-end consignment products from other local artisans and crafts people
  • Jewelry
  • Candles and Home Goods
  • Antiques and Primitives
  • More being added all the time!

While Michelle had been growing the Whiskey River brand in central Illinois–and had enjoyed a good deal of global interest in her products through her website, she and her husband had always longed to move to Tennessee or North Carolina.  So, they spent several months travelling to cities of all sizes across Tennessee and along the mountains of North Carolina.  After several trips without finding what they were looking for, they began to become discouraged that it was just never going to happen.

Then, a Jonesborough resident they had met who was originally from Texas mentioned that they should go visit Erwin, as it was a town that was on the cusp of some substantial growth.  So, the two decided to add the city onto the end of one of their visits to the North Carolina area just out of curiosity.

“When we got to town, I was so excited,” said Michelle. “It was exactly what we were looking for.  The downtown area was the perfect size, all the houses were well kept, and the town was incredibly clean! We knew we’d found a real home here!”

She then found a space for rent on Main Street that had just been renovated and closed the deal.

Michelle will be having a soft opening that is planned for the week of May 22nd, and a big official grand opening event that will happen on July 15 and 16th to align with Whiskey River’s 6th anniversary.  The grand opening will include special events and special curated products just for the event.

“We’re going to be introducing guests to a lot of talented designers, artisans, and artists at our grand opening,” Michelle said. “We’re even going to have a hat bar where guests can come in and customize their own felt hat to match their style!”

If you want to get updates on Whiskey River Dry Goods Company and their upcoming events, you can follow them on the social media platforms below:

The addition of Whiskey River Dry Goods Company to the growing list of retailers investing in the Main Street of Erwin will continue to help grow the town as more of a destination. Whiskey River is just two doors down on Main Street from another new fashion destination, Hunter  Bleu.

With more entrepreneurial retails hanging their shingles downtown, the lure to bring visitors for the whole day, or even the weekend, continues to grow.  We’re excited to celebrate our new neighbor Michelle and look forward to seeing all the exciting new products and insights she brings as an entrepreneur!

To learn more about everything that is happening in Unicoi County–and keep up to date on all the exciting news that’s happening–be sure to sign up for our monthly newsletter at realwildunicoicounty.com and follow us on our social media channels:

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