Style

What happens when Emily Maynard wears Charlotte boutiques’ clothes on a media tour? Insta-traffic

Tagging Boem in her Instagram post about a TV interview sent shoppers in pursuit of Maynard’s look, including a Virginia woman who wanted the entire outfit shipped to her.
Tagging Boem in her Instagram post about a TV interview sent shoppers in pursuit of Maynard’s look, including a Virginia woman who wanted the entire outfit shipped to her. Courtesy of Emily Maynard

“Bachelorette” star and SouthPark-area resident Emily Maynard, who’s been on a media tour to promote her new book, “I Said Yes,” hasn’t been shy about Instagram-tagging the local boutiques where she buys the clothes she wears on TV interviews.

With 550,000 Instagram followers who have been watching her journey from lovelorn reality TV star to married mom of two kids (and one on the way), Maynard’s every style move is watched and commented on.

She’s a frequent shopper at Boem, a boutique on Sharon Road near SouthPark mall. So when she wore its clothes for an interview with Ainsley Earhardt on “Fox & Friends,” the shop saw a spike in Instagram traffic and sales, said assistant manager Kayla Brewer. Maynard also wore outfits from the store during a recent People Magazine photo shoot and an appearance on “Good Morning America,” Brewer said.

“We actually had a customer who called from Virginia and requested the entire outfit that Emily Maynard posted on her Instagram account” from the Fox & Friends interview, Brewer said. “She bought the whole outfit and we shipped it out to her.”

The “Desert Flower Maxi Dress,” by California-based Raga, retails for $120 at the store. Maynard paired it with a handmade “Pyramid Fringe Necklace” by Native Rainbow, $88.

“We don’t see an exact number (when followers reach into the thousands, Instagram doesn’t show exact numbers, but rounds off), but we definitely see a spike in followers anytime she posts,” Brewer said. “Same with any fashion blogger that posts about us. But we see the most traffic coming from Emily Maynard.

“She comes in here once every few weeks and she’s always super sweet and nice to work with.”

Maynard also promotes other local places she shops. She had a promotion with two local boutiques, KK Bloom and Fashion & Compassion, where customers who pre-ordered her book got a 20 percent discount, and tags the stores in Instagram posts when she wears their fashions.

KK Bloom manager Christianna Pistolis said anytime Maynard tags an outfit from the store on Instagram, as she did last week with a flowered dress she wore for an “Access Hollywood” interview, they can count on it selling out fast. “Each time she tags us we get a lot of followers, and usually whatever she’s wearing sells out,” Pistolis said.

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