Serendipity changes ownership, relocates to square.

Steena Hymes Staff Writer

January 6, 2014

Serendipity is re-opening its doors today at their new location at 37 South Lafayette Square. Previously located in the LaGrange Mall, the relocation came after change in ownership when Holly-Ann Phillips bought the store from, long-time family friend and previous owner, Janet Gilbert. The store has been closed since Christmas Eve preparing for the move.

After her husband suffered from a stroke, Gilbert decided she needed to let go of some of her responsibility to focus on his health. Gilbert said Phillips has always been a part of the business and has an understanding of its operations.

Phillips has worked at Serendipity since it opened in November of 2010 and seized the opportunity after Gilbert stepped down. She studied fashion design and marketing at American Intercontinental University.

“This is something I’ve always wanted,” Phillips said.

This is the first business she has owned, however, Phillips said she ran and operated many of her grandmother’s businesses.

According to Gilbert, customers have been wanting the store to move downtown. Phillips said moving to the square provides a closer and more convenient customer service to shoppers, as well as more opportunity.

The new location was the first and only building Phillips looked at.

“When I walked in, I knew right then that this was it,” she said.

Even though she lives in Newnan, Phillips said taking the business outside of LaGrange was never an option because of the place the store has found in the community.

“I have got to know these people in LaGrange going on four years and I fell in love with everyone,” she said. “My clientele is awesome, it feels like home.”

Customers can expect the same store under new ownership but with new lines debuting and returning.

One thing customers will no longer see is the Tyler Candle line as it has been replaced by Kringle Candles, which Phillips said is the “hot, new thing.”

Shoppers will also see the return of Serendipity’s high-end jewelry as well as the $3 dollar jewelry and the store will be bringing back its Stephen-Joseph line.

A new purse collection, as well as a new vinyl collection, can be expected also.

According to Phillips much of the new merchandise arrival is delayed because of the weather. Because of this, the grand re-opening of the store will be determined at a later date once all merchandise has arrived. Serendipity will host a big sale on that date.

Serendipity is also opening another store today in Auburn which is owned and operated by Aimee Whorms. Other locations include Griffin which has been there 15 years and Thomaston which was opened November 2012. Gilbert said they are hoping to franchise the company and looking into opening new stores down the road.