There are many clothing brands to choose from when shopping at Ponce City Market. However, only one claims to offer customer service with a splash of Southern hospitality. That's not to say the more than 10 retail stores inside of the open mall won't welcome your business in the style many of us are accustomed to in the South, but the people at Onward Reserve make it a company mission.
"I believe people come here for that truly local curated, unique experience," said founder and CEO T.J. Callaway. A native of Thomasville, Callaway started the franchise in 2012 in Athens only blocks from the University of Georgia campus on East Clayton Street. "We really want to get to know people."
Besides the Ponce City Market and Athens locations, Onward Reserve has stores in Wasington, D.C., Charlotte, N.C., Chattanooga, Tenn., Thomasville and Buckhead, which opened in June 2015. The Buckhead store is only 2,000 square feet compared to the 2,400-square-foot Athens location but makes up for what it lacks in size with a more hands-on approach to customer service.
"It's such a cool redevelopment of this space," said Callaway about the now trendy city market. "The foot traffic on the weekends is incredible."
Seconds after entering the well lit and sufficiently air conditioned store, I am greeted by sales associate Gean and store manager Kelly Spicer. After politely refusing Gean's offer of a cold bottle of water or soft drink, I noticed a table at the front of the store with a familiar American flag painting on a T-shirt. The painting belonged to the world famous painter and University of Georgia alum Steve Penley. Onward Reserve has the exclusive license for Penley artwork apparel ($24.95 for long-sleeved T-shirts). Not far from the T-shirts were the heathered performance polos ($89.95), available in stripes and solid colors.
The Onward Reserve spring collection debuted last month (available online and in stores) and features plenty of polos, dress shirts, shorts (khaki club shorts $69.50) and shoes, a clear source of pride for Callaway.
"We have five different styles of Onward Reserve brand footwear. They're doing really well." The footwear on hand ranged from $158-$245. The country club special (available in-store and online in only brown leather, $184.95) has a comfortable waxy leather feel -- think penny loafers -- and a driving shoe outsole. "We really try to focus on the local market and make sure this is a unique shopping experience," said Callaway who was wearing a checkered Mizzen and Main Sawgrass performance dress shirt ($125) that is sold in all Onward Reserve stores and is Callaway's "favorite piece" from the spring collection. "The moisture wicking fabric helps me stay cool all spring and summer long."
Whether in Old Fourth Ward, in Buckhead or out-of-state at the other Onward Reserve locations, Callaway's vision of shopping for clothes boils down to a few simple points: "Our stores, in large part, are a way we can connect with our customers," he said toward the conclusion of our interview. "It's about having someone be able to come in and experience what the Onward Reserve brand and lifestyle mean."
Early in our conversation Callaway admitted that the brand was originally supposed to be "just an online company." Four years later, the Ponce City Market location is a nice combination of mom-and-pop shopping charm mixed with big-city getaway.
Onward Reserve Ponce City Market, 675 Ponce de Leon Avenue NE, Atlanta, Ga. 30308, 470-225-6453
Hours: Monday-Saturday 10-7 p.m., Sunday noon-5 p.m.
Onward Reserve Buckhead, 3072 Early St. NW, Atlanta, Ga. 30305, 404-814-8997
Hours: Monday-Saturday 10-7 p.m., Sunday noon-5 p.m.
