Cali‘s at 20

June 21, 2006

Alison Knowles doesn’t consider herself a pioneer.
But it’s been 20 years since she introduced a natural fabric trend in Traverse City.
Her business – Cali’s Cottons – is located at 242 E. Front St. in Traverse City, and provides a boutique filled with merchandise made only with natural fibers, like cotton.
“Back when the store originated, there was a lack of it (cotton) on the market. The era of polyester was coming to an end,” says Knowles. “You know the difference when you’re wearing synthetics.”
Cali’s began life as a tiny storefront on Union Street. Traverse City’s lack of clothing boutiques at the time inspired its opening. Eventually, the store was relocated to bigger quarters on East Front. Knowles wanted space to set up more homeware displays.
“We needed more room to bring in home elements. I used to have to bring everything one-by-one in my pick-up truck from my garage,” she recalls.
The extra space provides an opportunity to give more to the customer. Knowles says it’s about providing an experience, not just clothes.
“It’s been so bizarre hearing all these stories from my customers the past couple a weeks about growing up with Cali’s,” she says. “I’ve been a part of a lot of people’s lives and that’s a special place to be.”

FOLLOWING A TREND
Organic living is an enduring trend with more people taking an interest in natural fibers. Cali’s entertains a wide variety of customer tastes.
“They can take an element of this store and make it their own,” Knowles says. “It’s not a contemporary thing, it’s not a certain trend -- it’s an eclectic thing.”
What Knowles supplies her store with is dependent upon the consumer. She hopes that what she supplies will inspire them in some way.
“I seek out things that are different, not commonplace. I look at my clients and get an understanding of their individuality.”
Knowles feel the knowledge of her staff contributes to the success of her business. Without their creativity and appreciation for similar ideas, she said, the store would not be successful.
As a mother and a business owner, Knowles depends on the determination of her staff.
“The part that my staff plays is huge,” she says. “They are all creative women who have formed a close-knit team over the past years.”

ELK RAPIDS TOO
The success of her business in Traverse City inspired Knowles to start another Cali’s in Elk Rapids.
“We have our summer store there, running five years now. I love that town, it reminds me of Traverse City 20 years ago,” she says.
Most independent boutiques like to stay away from the big box retailer image. Cali’s prefers to stand on its own image.
“I want to inspire people to create their own look. We are not a cookie cutter image,” Knowles says.
Knowles is optimistic about the future of Cali’s and what it will bring to downtown. She anticipates people will always need or want natural fibers.
“I think that further down the road, I will still be passionate about this. We haven’t dropped the concept of cottons. Hopefully, the store will continue to evolve with that.”


Ashley Barlow is a summer fashion writer intern at the Express.