Downtown boutique to become incubator for makers, retailers

Alchemy, a downtown boutique and clothing retailer, is moving its flagship location to Five Points South. But owner Ace Graham will continue to operate his old store on 20th Street North as an incubator for startup retailers.

At press time, Graham expected to open his new store — in the old McNolia’s space on 11th Avenue South — in late April.

He plans to run the downtown store under his nonprofit, Alchemy Cares, and provide pop-up and work space for young retailers, including people making clothes and jewelry.

This will allow “local brands the ability to have product located in downtown Birmingham in a nice shop space,” said Graham, who opened the downtown store in 2016 and will continue to sell some merchandise there.

Graham said retailers can use the space for free or low cost on “a case-by-case basis.”

Makers and retailers can benefit from being in a space where actual customers are coming in, according to Graham.

“I understand the service that we need to provide to the young artists, to the young developer of a brand,” Graham said. “They need this culture. They need this feeling so they can grow their own ideas and concepts.”

Thyme Randle, a Birmingham jewelry maker, said he’s “super excited” about having a workspace at the downtown Alchemy.

There are a lot of good artists in the city, almost all of whom want a place to work, according to Randle.

“But you want a place with a comfortable vibe… because that’s the energy that’s going into the product,” Randle said.

Alchemy is a clean, attractive space, according to Randle.

“Ace has the music popping,” he said.

The space “makes you want to work and to do better at what you already have going on,” he said.

“It’s a pleasure for me to be able to open this up for people like (Randle) and other people,” Graham said.

Graham said he’s happy to be on 20th Street but believes the corridor needs another couple years to fully develop as a retail destination.

The move to Five Points South – with more foot traffic and better parking – will help him “grow the business,” he said.

The new store in Five Points measures about 1,663 square feet, is highly visible and has exposed brick and the original terrazzo floor, according to Graham.

The European-inspired Alchemy will offer men’s and women’s apparel. Brands include Nike, Puma, New Balance, Asix, Carhartt and North Face.