Photo by Angelica Pecha. Business owner, Brooke Cain, restocks Indigo’s with new clothes for spring and summer.
From a young age, Teresa Cain dressed her two daughters, Nicole and Brooke, in matching smock dresses featuring colorful crayons. Those were the girls’ personal favorite outfits.
Today, not much has changed. “On Sundays, the whole family matches outfits for church,” Cain said. “You can find us in church, sitting in a pew in matching colors.”
In the late summer of 2002, Teresa Cain opened Indigo’s in Oxford. The women’s clothing boutique at at 265 N. Lamar Boulevard is located across the street from the Graduate Hotel Oxford. The family-owned business is operated by Oxford natives Cain and daughters, Nicole Cain Wright and Brooke Cain.
These business owners share their secret to success and longevity is to not keep up with competitors, but to stay ahead of competitors. Also, the Cain women are never working simply behind the scenes. These business owners work constantly at Indigo’s, which they believe helps with their revenue. Although the Cain women strategically stay ahead of their neighboring stores, Teresa Cain says, “Every day we give it up to God and rely on him to supply our needs.”
In Oxford, MS, business is booming, but the Cain women are worried about the future of Oxford. To these business owners, new businesses do not mean more competitors, but they are concerned about Oxford loosing its small town feel if chain and franchise stores locate to Oxford.
“Come because you love Oxford, not for profit. They [chain and franchise businesses] come here for the dollar, but we’re here for the life”, says mother, Teresa Cain.
What else comes as naturally as eating at Ajax and chanting Hotty Toddy in Oxford? To the Cain women, it is fashion.
The women have always shared a love for fashion and clothing, so it is not surprising they work together today selling Oxford’s latest trends.
Photo by Angelica Pecha. A display of turquoise accessories found in the back room of Indigo’s.
While Teresa Cain prefers a Jackie Kennedy look, her daughter, Brooke Cain cannot be found in anything but Nike or Indigo’s merchandise. But don’t let her love for comfortable athletic clotheing fool you. Brooke Cain said she can “dress you all day long.”
Photo by Angelica Pecha.
Indigo’s sells a variety of clothing. Instead of digging through clothing racks, Teresa Cain organizes clothing so buyers can see what matches and can complete a look.
The Cain women take their customers’ preferences seriously. Indigo’s does not follow trends. They add clothing customers ask for. Recently, the most popular request range from white jeans, cut-off shorts, crop tops, and two-piece sets. They said the typical Ole Miss girl does not have one style. Everyone dresses differently, so they try to accommodate all women’s clothing styles.
“After being in this business for so long, we get what we feel like is in style and would work best for Oxford,” Teresa Cain said. “I do not look for trends, but I look for what the customer asks for, because trends are not always what they want. Sometimes you can be way too trendy.”
Freshmen and self-proclaimed shopaholic Taylor Trowbridge said she “can always seem to find something at Indigo’s,” which is probably because Indigo’s gets new shipments daily. Trowbridge feels most stylish wearing cut-off jean shorts, a flowy crop top, a choker, and cute tennis shoes for a every day look.
“We continue to restock and get new things in, so that someone can always find something,” said Brooke Cain.
Most of the clothing ranges from $40-$100, with only a few items exceeding $100. The store holds two annual sales, one on Black Friday and the other after Christmas, but the store is locally famous for its $5, $10, and $20 rack.
You can follow Indigo’s on Instagram @indigosoxford to see more of their merchandise. The store is open Monday through Saturday from 10 a.m. to 5:30 p.m.