Michelle Avera aims to creat new legacy at Who’s Who

ALBANY — When former owner Ruth McManus announced she was closing Albany clothing boutique Who’s Who, it appeared a decades-long era was coming to end, until Michelle Avera stepped in to not only keep the store alive but hopefully expand it’s reach.

According to Avera, she wasn’t exactly sure what to do when McManus announced last spring she would be closing the popular women’s clothing store after 25 years, but that after careful consideration she decided to take a chance and purchase the store, where she was an employee.

“It was kind of last minute,” said Avera. “We were already in the process of going out of business and I kind of had an aha moment up here and I was like, ‘you know what, I’ll buy the store.’ And everything just kind of fell into place. It was meant to be.”

Although she was a little nervous about buying the store last summer, the feeling that it was meant to be was strong and she felt like she had enough background in fashion and business to give it a shot.

Avera, who is originally from Blakely and now lives in Albany with her husband Will and their son Liam, was somewhat prepared to own a clothing store thanks to her interest in clothing and her time at Georgia Southern University where she earned a degree in fashion merchandising with a minor in business.

In addition to her education in both fashion and business, she also said she learned a lot during her time working for McManus, who had owned Who’s Who since 1987 when she bought the business from Marsha Taylor who had founded the boutique as M. Taylor.

“I worked with Ruth for years and I did everything in the back so I knew all the ins and outs,” said Avera. “I did light bookkeeping, checked everything, all of that. So I already knew a lot. I really never thought I’d own a clothing store, but I love it. Plus there’s not a lot of fashion merchandising jobs in Albany.”

Despite the lack of those types of jobs in the Albany area, Avera said she and Will, who she’s known since high school and who also graduated from GSU in 2008, were committed to being in the Albany area once they decided it was the right choice.

“Well, when we graduated it was the height of the recession,” said Avera. “We had hoped to maybe stay in Savannah, but God brought us back here. And we really love it here. We want to raise our son here.”

Although Avera didn’t immediately have a job doing anything related to clothing or fashion when she arrived in Albany, God, eventually brought her to Who’s Who, where she found a professional home.

“I worked at TJ Maxx for a while and then at the local radio station selling ads, which was not for me,” Avera said. “But actually I first met Ruth when I came into the store trying to sell her a radio ad. We hit it off and the girl who was here before me was having a baby so it really worked out. It was kind of crazy, but it was meant to be.”

Once she came on board with McManus she knew she was in the right place and knew she was gaining some needed experience in clothing world.

Perhaps more importantly than learning the tricks of the trade and getting a crash course in bookkeeping from McManus though, Avera eventually took the helm of a store that had a devoted and loyal customer base, who have continued that trend of loyalty.

“We’ve had a great, loyal customer base and all of them have been very supportive,” said Avera. “I’m really fortunate that I’m able to carry on what Ruth built.”

Avera is also quick to point out that in addition to purchasing an existing business with strong name recognition and a loyal clientele, she has been able to employ perhaps Who’s Who’s most indispensable asset, Teresa Maloof.

Maloof, who McManus said was critical to the success of Who’s Who for over 25 years, has remained on with Avera, something the new owner said has been critically important. Not only does Maloof have great rapport with customers, she has a keen eye for finding the right items for the store’s clients.

“Having Teresa has been wonderful,” said Avera. “I wouldn’t be able to do it without her. She’s amazing and she’s so reliable. Teresa knows the customers so well too and she exactly what to buy for them. We’re a great team. I don’t know what I’ll do if she ever decides to retire.”

For her part, Maloof is not only pleased to continue working at Who’s Who, she’s excited about having Avera keep things going and steer the business toward the future.

“It’s great that she’s carrying on the tradition,” said Maloof. “Michelle’s got great, young ideas and she’s also taking care of the customer base we’ve always had. I’m very happy. She’s very energetic and very talented, just wonderful. And I love being here and I love doing this.”