What began as a 16-year-old’s hobby making beaded necklaces for friends on Instagram has grown into Downtown Johnson City’s newest storefront.
Calli Hall, owner of the newly opened boutique Calli Rose, welcomed customers for the first time Saturday after a whirlwind week of preparation. Hall said the store is the next step in a business journey that started in 2020, when her brand was still known as Calli Jewelry.
“I never expected my business to be anything to this scale,” Hall said. “I kind of did it as a hobby and just sold beaded necklaces to my friends. It just grew from there.”
In February 2023, she rebranded to Calli Rose — using her first and middle name, and also honoring her mother’s maiden name, Rose. The new storefront continues the personal theme, now offering clothing, accessories and a signature “charm bar,” where customers can build personalized necklaces or bracelets from hundreds of charms.
“I’d say Calli Rose has clothing and accessories with a beachy feel,” Hall said. “I love the beach and that really reflects in my store. Very colorful and fun, but I also carry good basics and neutrals.”
Hall, now a college student, originally planned to wait until 2026 to open a brick-and-mortar shop. But when a downtown space became available unexpectedly this fall, she moved quickly.
“I wasn’t going to open a store until after I graduated college,” she said. “But this place just kind of fell in my lap. I’ve been a vendor with Boomtown for four years, so I was very familiar with downtown, and a lot of my clientele is already here because of Boomtown and ETSU.”
She received the keys just six days before opening day.
“I was in here 24/7 for those six days,” Hall said. “It was really challenging, but my adrenaline was so high we just cranked it out. There were so many little things I didn’t think about — getting utilities set up, getting a phone — but I had business mentors I could ask.”
Hall credits her entrepreneurial drive in part to her grandmother, who owned a furniture store called Southern Treasures when Hall was growing up.
“I feel like that was always in my veins,” she said. “Growing up around her store definitely had an impact on me opening one of my own.”
Hall held a soft opening Friday evening for friends, family and neighboring businesses.
“Downtown Johnson City has been great,” she said. “A lot of local business owners came in and gave me gifts and words of support. I already feel really welcome here.”
She will participate in upcoming downtown events, including December’s Sip and Shop, as well as Black Friday and Small Business Saturday.
Hall said she hopes Calli Rose stands out by offering a fresh take on boutique fashion in the region.
“A lot of boutiques are very traditional southern style,” she said. “I want to bring my love for the beach to East Tennessee and help people dress fun and colorful.”
More than anything, she wants her store to feel inviting.
“I want everyone to feel welcome here, like they’re at home,” Hall said. “Customer service is really important to me. I want to help people find outfits that make them feel confident and aren’t like every other boutique.”
As for the future, Hall said she is open to expansion but is focused on building the business she loves.
“I hope I’m still kicking,” she said with a laugh. “I want this to be a lifetime career. I don’t know if I’ll have multiple locations or just stay here. I really love this space — it already feels like home.”
For now, Hall said she’s grateful for the fast start and excited to keep growing.
“I’ve learned that hard work goes a long way,” she said. “If you love what you do, you’re going to be good at it — and I love this.”
Calli Rose is located at 327 E Main St, Johnson City, TN 37604
