Visit the shops
In December of 2015 a second White’s Mercantile opened on historic main street in downtown Franklin, Tennessee followed by a Wilson, Arkansas opening in May of 2017, Louisville, Kentucky in March of 2019, and finally the Green Hills opening in August of 2019 just outside downtown Nashville.
Holly also launched Whites Room and Board in 2017. A small collection of curated, historic vacation rentals that she has renovated, including her family farmhouse she bought on Craigslist! On the getaways she says- “I have a passion for creating unique and memorable escapes at historic TN properties which ultimately serve to inspire you and yours." Check these out on your next visit to the rolling hills of Tennessee, along with the stores!
Holly is continuously writing for her 4th record, loving on her babies, overseeing White's and H. Audrey with her teams, and trying to make sure authenticity remains at the heart of all of her passions. Explore the stories and sentiments on the journal page here, and follow @hollyaudreywilliams to see it all come to life!
Her retail beginnings were never planned, as music was always her focus, but in March 2006, Holly and her sister Hilary were in a serious car accident. Holly was left uncertain if she would ever be able to play guitar again, and Hilary faced over 30 surgeries throughout the next years of her life. It’s truly a miracle they both survived.
“I couldn’t leave Nashville and had to resort to a backup plan, in case I wasn’t able to tour again,” the now-39-year-old musician says. Prior to the accident, Holly had toured the US and Europe extensively, and along the way, discovered many different designers that she fell in love with. The life-changing event led Holly to open H. Audrey (aptly named after her first initial and middle name Audrey, Holly’s paternal grandmother). The doors opened in the fall of 2007 and the followers haven't looked back! From Taylor Swift to Reese Witherspoon to Robert Plant, H. Audrey has garnered quite the cult following!
Naturally, Holly was itching for another retail project, so she opened the doors of White’s Mercantile inside an old gas station in December of 2013. It was completely unplanned, but after driving by the local gas station that was about to get torn down, an idea popped in her mind inspired by the general stores of the south she had loved as a little girl.
She named the store after her maternal grandparents and drew inspiration from the mercantile that her great-grandfather once owned in the small town of Mer Rouge, Louisiana. Holly always dreamed of creating a one-stop shop where she could find everything she needed and loved in one place!
USA Today writer Stacie Standifer remarks, “Time is our most valuable commodity, and [Holly] has created a locale that not only saves precious moments of ‘in and out’, but a concept that will likely bring national attention to the smart, trendy 12 South neighborhood where she lives. Her impeccable, modern taste is always on point.”
“I believe in quality over quantity in everything. I believe in investing in things that you will love and cherish for years to come, instead of mindlessly dropping money on things that will not keep relevant through the seasons, time and changes in your life”, Holly says. This is her philosophy with all of her stores.
is a singer/songwriter and retail entrepreneur who is married to acclaimed artist/musician husband Chris Coleman. They share three children-Stella June (6), Lillie Mae (4), and Arlo (3). She has released three critically-acclaimed albums, and also owns two of Nashville’s best retail spots: H. Audrey and White’s Mercantile. Both stores show off her “exquisite taste”, as described by gal-pal and shopper Gwyneth Paltrow. One, H.Audrey, is arguably Nashville’s most beloved women’s clothing boutique, and the other, White’s Mercantile, is a completely curated shop stocked with Holly’s favorite items that she’s found while spending much of her life on the highway playing music to adoring fans. She describes White’s as a “general store for the modern-day tastemaker”. She may be from a famous family–country legend Hank Williams Jr. is her father–but don’t expect rhinestones and cowboy hats. Holly’s style embodies a modern-day chic simplicity fitted for shoppers around the globe.