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Rachelle M. Rustic House of Fashion is Taking Over Oregon
Nearly 400,000 people flock to the premier tourist town of Cannon Beach, Oregon and its famed Haystack Rock every year. This year, visitors will be graced by downtown Hemlock street’s newest store and a longtime Portland favorite, Rachelle M. Rustic House of Fashion which features women’s and men’s clothing. Owner, Rachelle “Shelly” M. Wilde, opened up her fourth shop this past February at 148 N. Hemlock Street huddled between the Lazy Susan Café and Dogs Allowed in Cannon Beach’s quaint shopping street.
Wilde states, “I grew up loving fashion and always felt I had a bit of hippie in me and a bit of city life in me, I think everyone does.”
Wilde spent a decade with Ralph Lauren starting as a visual merchandiser before becoming men’s sales coordinator and later training field managers throughout the company. Wilde also worked stints in sales and marketing for Chico’s and Columbia Sportswear Co.
“I’ve been fortunate to work for some inspiring fashion brands that have helped me hone my fashion sense,” Wilde says, “I opened my first boutique in Portland’s Pearl District in 2014 because I wanted a place where I’d actually shop with my friends.” She goes on to say that, “It’s a deeply personal expression of my love of fashion and a mixture of my Montana upbringing.”
Each store carries the same product offering, which includes brands like Demark-based Ilse Jacobsen, Seattle-based Filson, Ryan Michael, Jonny Was, Will Leather, Portland-based Pendleton, Spokane-based Great PNW, Liberty Boots, Driftwood Denim and JibsLife. Their prices range from $32 for a Great PNW “Upper Left USA” graphic tee to $349 for a Rub and Rain jacket. Their size run for both men’s and women’s is small to extra-large.
“I select iconic, sought-after brands, such as Ryan Michael Western wear, Liberty Black cowboy boots and JibsLife,” she says, “I like unique brands that either don’t sell online or they sell online for the same price I sell in store.”
Wilde states, “I am really involved in our market and aim to carry items that are unique to the Pacific Northwest and to support local brands, but I also try to carry distinct brands that aren’t even in Oregon.” She speculates, “I think we successfully promote local brands because we do it with a rustic flair.”
With nearly 30k Instagram followers, @Rustic_House is Wilde’s biggest marketing tool that she is constantly updating with a colorful array of outfits, new items, inspiring in-store displays and customer selfies in their Rachelle M. wardrobe. Her social media efforts combined with local commercial campaigns have been big contributors to her success and led her to win the 2017 Oregon store front boutique of the year.
Wilde states, “I opened the second location at Bridgeport Village in Tigard, Oregon in June 2015 because we had such a successful first year in Portland and I had brought on Chris Minoza, my life and now business partner as my CEO.
“From there we just started expanding and opened the Oakwood Center location in Eugene last year and now Cannon Beach,” she explains, “I’ve always wanted to open a store in Cannon Beach because it is such a hot spot destination for Portlander’s and Seattleites who come here almost every weekend.
While the entrance is modest with a forest green façade, the iconic Rachelle M insignia and colorful Ilse Jacobsen outerwear in the window is what draws passerby’s attention. Walking in you are greeted with rustic wide plank floors, multiple colorful displays and Tom Petty's "I Won't Back Down" playing lightly in the background. Vignettes of outfit inspiration fill the industrial racks alongside mannequins modeling potential outfits.
The standout item and best seller according to Wilde are the floral embroidered jeans from Driftwood Denim that tie in the eclectic and bohemian style.
At the highest part of the wall sits shelves festooned with a rainbow of Ilse Jacobsen rain boots. There are small décor items throughout like woven baskets filled with oversized sweaters and terracotta plant pots filled with boot liners and galvanized steel baskets filled with shoelaces.
Heading to the fitting rooms and men’s section you pass a partition made of rope intertwined and knotted that adds to the rustic charm and beachy feel. While the men’s section is smaller compared to her other stores it still offers and array of Great PNW graphic tees, Ryan Michael flannel shirts, denim and a few selections of Filson outerwear.
According to Wilde, “It is the most visual shopping experience you can have; there’s nothing like it.” Long time Rachelle M. customer and Seaside resident Joan Smith agrees, claiming, “I love having this store here since it sells more than just beachy surf wear and touristy clothing the other stores carry."
Wilde points out,” I compete with the online shopping trend by creating in-store displays, conversation pieces and an ambiance that can’t be replicated online.”
Her competition includes Cannon Beach’s longtime Dena’s Shop on The Corner and B’s Boutique. The biggest hurdle for Wilde will be distinguishing herself from Dena which also offers Demark-based Ilse Jacobsen rain boots and outwear at the same price. However, the shopping experience is vastly different as Dena’s Shop on The Corner services an older clientele.
Minoza states, “It may be considered at the higher end of the price range of clothing stores here in Cannon Beach, but in reality, it’s a store for all price points.” Her opening day brought in record sales and while she has no plans to expand further at this time, Wilde declares, “You never know!”
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