The WVU School of Art and Design welcomes Ava Reynolds as the new manager of The Retail Lab. Reynolds brings a passion for fashion and community to the student-run consignment and artisan storefront on High Street.
“I'm really glad to be here. This place feels like the marriage of all the beautiful things that Morgantown has to offer,” said Reynolds.
Reynolds came to Morgantown with her family at age 6, and her subsequent years look much like any Morgantown native’s: graduating from Morgantown High School, attending West Virginia University, and settling into the community after graduation.
Despite growing up in Morgantown, Reynolds sometimes struggled to feel connected to the place and people around her. Her mother owns a massage therapy/yoga studio, so growing up, Reynolds was used to people recognizing her mother in public. Seeing her mom’s deep connection with fellow Morgantown residents was inspiring, but it also sometimes left Reynolds feeling like she was on the outside looking in.
“My mom owns Bliss Bliss Bliss, and she's always been this person in the community,” said Reynolds. “We couldn't go to the grocery store without people stopping us and saying hi. Then I get to college, and I'm starting to be my own person, but I still felt separate from the rest of the community, being a WVU student. So it felt like ‘I'm still the other.’”
“It wasn't until after college, actually through being a barista,” she continued, “that I felt like I was able to really connect with the people in my neighborhood. They walked in and I would get to chat with them for about five minutes of their day.”
Morgantown residents and coffee afficionados may recognize Reynolds from her time behind various coffee shop counters, where she served up genuine connection alongside espressos and lattes.
“Just being a part of someone's life, even for that short amount of time, over something as mundane as their morning cup of coffee, felt really special. And a lot of the conversations that I had in that space were clothes related—fashion or knitting.”
Reynolds became well-known among the coffeeshop patrons for picking up stitches in the quiet moments and offering free advice and feedback on others’ knitting projects.
That was how Reynolds met Katie Jones, Associate Professor and Program Coordinator for Fashion Design and Merchandising in the WVU School of Art and Design—though Reynolds didn’t know Jones’ affiliation at the time.
Jones and her husband, Joe Jones, an Assistant Professor in the Reed School of Media and Communications, were frequent regulars, Reynolds explained.
“So I would be talking about my clothes and being like, ‘blah, blah, blah,’ not knowing who she was. And she would ask me, ‘What do you want to do? Do you want to be in coffee forever?’
“I would tell her, ‘I don't really want to be in coffee forever and ever. It's fun right now. I do love being a part of the community.’ But my dream has always been to be a part of some sort of community space, specifically art or clothing related, whether that be like through fiber spaces or just community art programs.”
So Jones started telling her about the idea that was The Retail Lab: A space that’s not just a store, but also a classroom and a community space. Then Jones asked Reynolds if she’d like to teach a class there.
At first, Reynolds was hesitant. She was used to teaching kids—she puts her Music Therapy degree to work at Kindermusik—but she hadn’t taught adults before, especially not in a class setting.
“I've taught my friends how to knit one-on-one, but it's very different when you have nine sets of hands looking at you eagerly, wondering, ‘What do you want me to do with these sticks and that piece of string?’” said Reynolds. “So I was a little intimidated, but I thought, ‘No, I love this craft. I love this hobby. Let me share it.’ And what better space to do it than here at The Retail Lab?”
Reynolds taught the first in a series of three workshops on knitting sweaters Nov. 6. The class was so popular, they increased capacity from six to nine people and started a waitlist for future classes.
As Reynolds’ knitting workshops progressed, Jones approached her again. This time, it was because the manager position was opening up, and she wondered if Reynolds would be interested.
“I was like, ‘Oh my gosh, am I? Yes. The answer is absolutely yes,’” said Reynolds.
Hosting the knitting workshops gave Reynolds a leg up when she officially stepped into the managerial role, since she was already familiar with the space and the WVU students who work there. Daphne Carroll, Reynolds’ predecessor, made sure Reynolds had everything she needed to take over operations and to work alongside Elizabeth Shorrock, The Retail Lab’s director.
The Retail Lab seems to be a perfect fit for Reynolds, combining her love of fashion, knitting and community. Even better, it’s a place where Morgantown residents and WVU students come together.
“It's a space created to bridge a gap between community members, downtown Morgantown and the university students. Students can come into this space, take some ownership and put their stamp on it, and they get to talk with people in the community.
“And community classes, like this knitting class, have been so incredible—seeing people who have known each other for a long time and people who have never met learning a new skill together. Watching it unfold has been more beautiful than I could ever imagine.”
The Retail Lab, which sells both consignment and hand-made artisan goods, is open to the public Thursday through Saturday from 11 a.m. to 7 p.m. The store also serves as a working lab for Fashion Design and Merchandising students to gain experience with display design, store layouts and merchandising.
“We have a couple of students who will come in for a couple hours during retail time, and they get to talk to the community members. Like, ‘Oh my gosh, that top, it looks so good on you.’ They get to have fun but also get some real experience working in a store,” Reynolds said.
Community members also have a stake in The Retail Lab. As part of the consignment model, the public can supply clothing and other goods, collaborate on the resale price, and they get a cut of the proceeds when the items sell. Much like during her time as a barista, Reynolds uses this moment of exchange to make a connection, collecting the stories associated with each item.
“There’s a rack with bunch of vintage clothes and a few of the pieces were actually made for the woman who brought them in,” she said. “Like this raspberry suit—it doesn't have any tags. It was made for her measurements.”
Ava Reynolds with a custom raspberry suit dress now for sale at The Retail Lab.
“Then, whenever someone buys that raspberry dress and jacket set, I get to tell them that it was custom made for someone and she did this and this and this with it, you know?”
Reynolds already has big dreams for the space.
“I would love for this to be a springboard for emerging artists. I know a couple WVU artists have used this space as a gallery for end-of-year projects, and that's amazing,” said Reynolds. “Beyond that, there are so many artists in Morgantown who just need a space to bolster their voices. I think that this is a great opportunity for that.”
In fact, she would love it if interested artists would email her at amr0033@mail.wvu.edu.
Reynolds hopes to host art markets, and there are already ideas for sewing and mending workshops. She also has a few ideas for fun events, like a vintage-themed party where “everyone gets to wear their fanciest, weirdest vintage dresses and outfits they have in the back of their closets that they feel like they can never wear” and even square dancing.
“The space is kind of amazing for a square dance. I think that would be really fun and unexpected, but charming nonetheless,” she said.
For Reynolds, all her ideas for The Retail Lab come back to that feeling of being part of the community.
“Because I felt a disconnect when I was in college here, I'm always looking for spaces where I can bring students into the community, make them feel like Morgantown is more than just Evansdale or Downtown Campus. It is a beautiful town, with beautiful people in it, and I want this place to be a part of that story.”
Reynolds hopes that more people will “make a real experience” out of exploring Downtown Morgantown: visiting The Retail Lab and other stores, getting coffee at the coffee shops and doing the “whole downtown loop.”
What better time to do just that than Small Business Saturday on Nov. 29? Main Street Morgantown, with sponsorship from Breezeline, is hosting this year’s event at the WVU Retail Lab, which will feature Shop Small giveaways and festive visits with Santa and Mrs. Claus. While attending, visitors can pick up the Downtown Holiday Gift Guide, featuring exclusive offers, promotions and events from participating businesses throughout the downtown area.
And they can meet Reynolds, who will be doling out collected stories and knitting
advice, at The Retail Lab