Dena Ferrell Nance, Owner and Founder
THE LEADING CREATIVE SUPPLIER OF AFFORDABLE FASHION ACCESSORIES EMPHASIZING INNOVATION, CUSTOMIZATION, CHARITABLE GIVING, EDUCATION, AND QUALITY SERVICE.
In 2001, twenty-four year-old Dena Ferrell Nance launched a quaint retail boutique on Main Street in historic Franklin, TN (just outside of Nashville). Within months, her designs and unique fashion jewelry offerings caught the eyes of Country music royalty and celebrities coast to coast. Both edgy but wearable, whats-in-store's jewelry was fueling a fashion-conscious crowd while aggressively fundraising for local and regional charities.
In the eleven years since, whats-in-store has become as internationally-focused as the flock of costumed Barbie dolls that Dena first styled with her creations. The line's creativity sparks in the home office and showroom in hip-and-honky tonkin' Nashville, and is sourced world-wide with careful focus on social responsiblity, educational opportunity, and economic health. Dena and her team bring design brilliance together with business savvy to consistently deliver unique looks at incredibly affordable prices (the entire line retails under $100).
2002 voted Best Women's Boutique by Review Appeal
2003 invited to be the official jewelry for the CMA awards artist gift bags.
2004 invited to be the official jewelry for the Miss USA and Miss Teen USA pageants
2004 invited to be the official jewelry for Warner Brothers film red carpet events in NYC including WALK THE LINE with Reese Witherspoon.
2004 hosted US Women's Soccer Olympic gold medal team. (Team wore jewelry on Jay Leno show later that week.)
2004 became regular guest on Channel 5's noon news magazine show Talk of the Town
2005 featured jeweler at NBC Fan Fest in Hollywood with casts of Days of Our Lives and Passions
2006 featured in Nashville Lifestyles magazine "Hot List", TEEN magazine and Country Weekly magazine.
2007 featured jewelry designer at the Ella Awards in Beverly Hills honoring Gladys Knight and Celine Dion
2007 launched annual Whats-in-store PRESENTS charity holiday soiree for Williamson County organizations
2007 chaired Sara Evans' and the Eating Disorders Coalition of TN fashion show at the Country Music Hall of Fame
2008 invited as official jewelry for Music Row Live bi-annual events with over 50 major country music recording artists
2009 opened 2nd retail location at Edgehill Village in Nashville
2009 featured in national magazines including Life & Style Weekly, Beads Unique, Southern Living
2010 featured in number one US shopping/fashion magazine LUCKY
2010 hosted and starred in national ad campaign GAC Minute during CMA Music Festival
2011 featured in February, March, April, and September issues of LUCKY magazine and luckymag.com
2011 featured in November and December issues of REAL SIMPLE magazine
2011 two page editorial feature in Country Weekly for CMA week
2012 moved to expanded design and warehouse facility and celebrated 4 years as valued supplier for Anthropologie stores
2012 earrings featured in June issue of LUCKY magazine
2013 cuff bracelet featured in February issue of LUCKY magazine
A few celebrities that wear whats-in-store jewelry:
Taylor Swift, Jewel, Ke$ha, Reba McEntire, Dolly Parton, Sara Evans, Nicole Kidman, Reese Witherspoon, Jessica Simpson, Miley Cyrus, Katherine Heigl, Kimberly Williams-Paisley, Gretchen Wilson, Vanessa Carlton, Jennifer Nettles, Miranda Lambert, Naomi Judd, Ashley Judd, Darius Rucker, Keith Urban, Jason Aldean, Josh Turner, Little Big Town, Leeann Rimes, Gladys Knight, casts of Days of Our Lives and Passions.