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Maurices has been in business at College Square Mall for 38 years and during that time they have become an apparel store with both national backing and genuine local roots.

The national retailer celebrated its 95th anniversary in March and manager Jamie Wyatt, herself a longtime employee with 26 years with the store, said that they’ve been able to grow sincere relationships in the area with customers who rely on the consistency the longevity brings.

“We’ve got our people,” Wyatt said. “I’m so thankful for where we’re located. A lot of people are saying, ‘You should move this store to Merchants Green and (or similar places),’ and I get it, like that (area is) up and coming.

“But the reality is, when we say the Lakeway Area, my customer base is an area. Along with Morristown, (people come from) Hancock County, Hawkins County, Middlesboro, Kentucky… Rose Hill, Virginia… Those are my people.”

That kind of customer base means that the store has done well and has frequently been the number one Maurices in its district.

The history of the brand, store and Wyatt’s tenure mean that she’s had the opportunity to witness some nice moments.

“We sort of have a mindset that we want to take ownership at our mall, in the sense that we know what’s going on around us, and we’re connected to the community, and we build those relationships over the years,” Wyatt said. “What’s been really nice for us being a stable retailer here is that our customers keep having kids, and they have kids, and it’s a growing tradition to shop here, which is really cool.

“I’ve been here so long that I’ve seen those transitions and it’s always fun for me to see when the little girl finally gets to buy something here or I’ll see one at church in an Easter dress that she finally bought from me because she’s been too little for so many years of her life, and now she’s like, ‘Look what I got on!’

“(For some of our customers) it’s a generational tradition to shop here, and I’ve been really blessed by that.”

Those personal connections are a key part of the success that Maurices has had at College Square Mall, and as they continue to grow their customer base, Wyatt said she’d like to see the store grow, as well.

“If there were space in the mall, we would love to expand our store.”