Maison Avenir focuses on curating shoppers’ personal styles
For Jennifer and Bob Houde, owners of Maison Avenir, having great style means wearing clothing that makes you look and feel great.
“It’s not about dressing up or down. It’s about dressing in a way that’s authentically you,” Jennifer says. “You always feel better if you’re well dressed, whatever that means to you.”
Located on East Stone Avenue, Maison Avenir provides a personalized shopping experience. Customers taking the elevator to its third-floor location will discover a curated collection of women’s clothing and accessories, along with menswear and accessories, decor, and contemporary art from around the world through Maison Avenir Homme.
“Avenir means ‘to move forward’. This has always been a goal of ours—to have a business together,” says Jennifer, who has garnered a loyal clientele during her 22 years as a fashion entrepreneur. “We want to change the model of the clothing boutique and bring to Greenville what we love.
“But there’s no pretense here; we’re not just trying to sell you a sweater,” she adds. “We’re creating a comfortable environment where you enjoy shopping. We believe in finding your style and making you feel good in what you wear.”
Fashion showrooms in large cities inspired the Houdes’ choice to open on an upper floor, where expansive windows offer skyline views. They envision it becoming a neighborhood gathering spot and will make it available for events. “We’re a retail store, but we want people to just feel like they can come and have a drink and watch the sunset,” Bob says.
The style of Maison Avenir
From the disco ball and art-filled restroom and larger-than-life sculpture by Greenville artist John Acorn to the working fireplaces and pockets of plush seating from DZN Home, each area of Maison Avenir has a different look and special touches, realized by designer and contractor Kym Petrie of Goin’ South.
“We want people to feel like they’re walking into our home, like they’re one of our guests,” Jennifer says. “We’ll have complimentary drinks to welcome them in.”
They’ll enter the more than 3,850-square-foot space through the moody men’s lounge, where art hangs on the paneled walls, color-drenched in a deep gray. Home decor items—from hand-forged iron candlesticks and handmade ceramics to aromatic candles, alpaca blankets, and beloved books—fill the built-in shelves.
Contemporary menswear includes a selection of impeccably cut shirting, tailored yet relaxed trousers, and versatile pieces that transition seamlessly from business to evening.
“We’re emphasizing timeless palettes, premium fabrics, and craftsmanship. The goal is to bring to Greenville options beyond what’s currently available for men here,” Bob says.
The larger women’s salon has the feel of a charming French apartment, with cream-colored walls and built-ins, light-filtering linen drapes, crystal chandeliers above chunky marble tables, and layers of textural rugs.
Clothing pieces hanging from the custom metal racks range from classic staples to elevated dressier garments made with natural fabrics like cashmere and silk by US, Australian, Scandinavian, French, and Italian fashion lines. Shoes, handbags, sunglasses, and other small-batch goods round out the selections.
“We focus on stylish and easy-to-wear pieces that are quality and long-lasting, and that you’re not going to get tired of,” Jennifer says.
Maison Avenir also offers complimentary tailoring, a style component “that can change the way everything looks,” she says.
“Other than material quality, it is the most important thing,” Bob adds.
Personal Style
Finding your style, the Houdes say, isn’t dependent on price point but on choosing true-to-you clothing and accessories. “You should wear something that makes you feel comfortable, something that complements your personality, and what you want to convey to the world,” Bob says.
Asked about their favorite clothing, the couple immediately mentions special pieces in their closets. For Jennifer, it’s a black double-breasted tuxedo mini dress. “I don’t know that I’ll ever get rid of it,” she says, adding that it resembles a dress Gisele Bündchen wore during an Yves Saint Laurent photoshoot in Paris. “I love it and feel like I’m in Paris when I wear it.”
Bob, who grew up in New England, “gravitates to really cool jackets,” he says. “I have a crinkled leather jacket, and it doesn’t matter what I wear it with, it looks good and it feels good.”
17 E. Stone Ave, Greenville. Open Monday–Friday, 10a.m.–6p.m., and Saturday, 10a.m.–5p.m. (on-site parking is available). To shop online, visit maisonavenir.com. For the latest updates on new arrivals, follow @maison.avenir and @maisonavenir_homme on Instagram.
