Wednesday, October 22, 2014
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Kerry Mewsome, owner of clothing boutique New Style Web is making sure fashion lives in the community.

New Style Web clothing boutique offers the styles you’ll find in popular shopping malls and centers.

Mewsome says: “I’ve been here a little over 10 years and we’ve definitely seen a huge growth in fashion boutiques in this area.”

Photos by Shonassee Shaver

Kerry Mewsome is keeping style and fashion within the community—for the community.

Kerry Mewsome, owner of clothing boutique New Style Web, provides a classic flair to retail in Los Angeles, located at 1041 N. Labrea Ave. Inglewood, CA 90302.

“I’ve been here a little over 10 years and we’ve definitely seen a huge growth in fashion boutiques in this area,” he states on booming businesses in the community.

Mewsome has worked in retail for 27 years from the Fox Hills Mall to the Valley, yet he has never left his roots bringing quality apparel to his neighbor hood.

“My mom and I move to Inglewood in 1977, we’ve seen it go through different swings, at that time, it was primarily a Caucasian neighborhood and I saw it change into a dominant African American community.”

He notes during that time frame, they lost a lot of businesses, now within the last 10 years, he has seen a lot of the commerce return to the community. The development of industry in Inglewood had inspired him to start his own business.

Location is everything when developing a company. Instead of going west to sell his clothing, he stayed in the community bringing quality and style to us.

Fashion and retail manages to profit on the west side of Los Angeles, however, Mewsome didn’t stray from his roots. “I opened my store in a neighborhood that I grew up in,” he said. 

While he has worked in retail all over the city from Westchester, Downtown to the Valley, he chose Inglewood to sell stylish clothing to consumers.

However, he has noticed how our culture shops outside of the community, stating, “While I was working at the West Pavilion, the women who lived in my neighborhood (Inglewood) shop there.

“They get up Saturday mornings and jump in the cars with their girlfriends and head north,” He said laughing.

Seeing this, he wanted to offer shoppers from his part of town the opportunity to buy clothes in their own backyard.

Mewsome felt that if he opened up a store with similar products, leather shoes and quality products, they will shop in this neighborhood.

Although, he seemed to have the right idea about retail in black neighborhoods, he received skepticism from people who lived in the community, “’why did you open up here, why not go to Melrose?’”

He feels we as community are lead to believe that it is better on the north of Wilshire or LaCienga. “It’s okay to rely on ourselves and to be with us,” he said.

Despite the fact that those areas may attract commercial shoppers and profits, some of that consumerism and capital can be invested in our businesses.

“This is where I am from and the consumers over there are just as good as the consumers here.”

Once his boutique was up-and-going, he saw the pride build within the community. Women brought their girlfriends to his store, referring to it as “my shop.”

While catering to his customers, he provides both online merchandise as well as in house, “My business online propelled the store, at the time we were doing business with eBay as well as. Some people come in and others order online.”

His business initially started as a website, Mewsome created New Style Web online as a hobby in the late 90s.  It works out that the traffic that he receives online versus in the store is a balance.

A one man show, he does all the retail buying himself.  “I’m pretty much self-sufficient, I run the store and build and take the pictures for the website as well as.”

From his 27 years of experience in this industry, he has learned the inside tools, merchandizing, pricing, product and has implemented these elements into his business. 

His background is in women shoes has expanded into ready to wear clothes handbags, accessories.

New Style Web hosts contemporary fashion that caters to the women in her early-to-mid twenties, the mother and daughter who play and work and opt to dress with a conservative work flow and sexy yet classic look after work.

He is offering this fall, his five top colors of apparel: cobalt blue, olive green, black and maroon. While offering silhouette dresses and thigh high boots and flats. 

“Trying to have every customer is impossible,” he stated. 

Mewsome’s success is not built off of trends, but he brings exclusivity and style to the customer. What sets him apart from other boutiques and shopping malls is that he understands his demographic and buys with the customer in mind.

He provides a quality of comfort for the shopper; he will discuss everything from raising families and traveling to Obamacare.

“More blacks are trying to become self-employed with their own businesses,” said Mewsome. “There is space and opportunity to serve to our community.”  He cites Crenshaw Blvd, Centinela Ave and Slauson Ave as some great locations to open shops for black businesses.

Mewsome has brought passion for the community and retail together and has made it work.

Go to New Style Web.com or visit his store location to purchase his fall collection.

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Category: Crenshaw & Around


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