Thanks to her grandmother, who she nicknamed Heezie, Emma Wells Strait fell in love with shopping, decorating, entertaining, and accessorizing at an early age. Later, part-time gigs at Gus Mayer made her certain she wanted a retail career.
In 2020, Emma took the first step toward making her dreams come true, launching Heezie’s as a social media and pop-up shopping experience. Two years later, she opened a brick-and-mortar shop in Mountain Brook. Offering accessories, gifts, home goods, furniture, and more, Heezie’s celebrates everyday life … colorfully.
Get to know this week’s FACE of Birmingham, Emma Wells Strait of Heezie’s.
What inspired you to name your shop after your grandmother?
When I was a kid, I went to my grandparents’ house when my parents were working. My grandmother and I would go shopping. Things like Christmas were always hosted at her house. I loved setting the table. I always enjoyed going to Heezie’s house; when people come in here, I want them to feel welcome and happy.
Were you apprehensive about starting a brick-and-mortar store?
I know that in the South, everyone will always need a hostess gift. Brides are still going to register for gifts somewhere. There’s always going to be a need to make people happy and pick up something on the way to someone’s house. So, no, I wasn’t apprehensive.
What makes your shop different from others?
Because I’m young, I like funkier stuff. I don’t think the things I like are the same things other people might pick out at first glance. I enjoy working with local artists. Maybe there’s an artist who’s just getting started — I want to take a chance on them because people have taken a chance on me.
Your website says you want to help your customers celebrate every day colorfully. What are some practical ways to do this?
It’s about not needing a specific reason or something special to celebrate. People can come here and order an $8,000 sectional, but I also have items that are $8. Especially after the pandemic, we’re lucky to be here. We’re blessed to have another day, so why not celebrate each day versus having a specific reason to have a party or celebration?
How would you describe your ideal customer?
That’s one of the hardest questions because I have so many different customers — people who are three years old and people who are 83. I try to have a little something for everybody. I like anyone who wants to get a little bit outside their comfort zone and try something different or unique, but I don’t really have an ideal customer.
My biggest thing is that I want everyone to feel welcome here. When I buy, it’s not necessarily for a certain customer. I just buy things that make me happy and might make other people happy.
What do you like to do when you’re not working?
I like to entertain, but I also love dining out locally. Otey’s, Dyron’s, and Bottega are my top three places. I love concerts; shows at Avondale Brewing Company are fun. I like to shop at other local businesses like Etc. and Shoppe at General. And I just started playing tennis. I also love to travel and go to the beach and the lake.
What’s the best advice you’ve been given or have to offer?
Celebrate every day. People say, “I’m going to do this once I graduate high school,” or “I’m going to do this once I graduate college,” or “I’m going to do this once I’m married,” or “I’m going to do this once I have children.” But life will flash before your eyes. Don’t sit around waiting for something to happen before you leap.
If you have the means to do something right now, do it — whether that’s buying a piece of art and putting it in your home, finding a church, or trying a new restaurant. If you’re able to do it now, do it now. Don’t wait for that special occasion.
Aside from faith, family, and friends, name three things you can’t live without.
Antiques, Bottega’s Orange Thing cocktail, and Golden Goose sneakers.
LIGHTNING ROUND!
Favorite hidden gem in Birmingham? I like to go eat a sandwich at The Garage.
What’s on your nightstand? Some fun vintage lamps and my favorite candle.
Bucket list travel destination? Greece.
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Meet more interesting and inspiring Southern women in our FACES archives!
