I love the creative life, it brings the opportunity to express who I am and what I value through music … and beyond. H. Audrey and White’s Mercantile are an extension of that ‘beyond,’ destinations for experiences as much as shopping … opportunities for connection … places to share my favorite finds and be inspired in return … places for community, where everyone is welcome.

Can’t wait to see you there!

xo holly


WHITE’S MERCANTILE, also known as “A general store for the modern tastemaker” is the brainchild of singer-songwriter Holly Williams. What began in 2013 as an attempt to fill a shopping void in Nashville, save an iconic old gas station, and revitalize the concept of a general store, has turned into a retail phenomenon boasting four locations in and around Nashville, TN and one in Wilson, AR. The store is named after Williams’ maternal grandparents, WARREN AND JUNE WHITE, who owned a mercantile in Mer Rouge, Louisiana, in the late 1800’s and has been hailed as, “impeccable…modern…always on point.”


H. Audrey is a luxury fashion and lifestyle store established in Nashville in 2007 by musician and entrepreneur Holly Williams. With a carefully curated collection of high-end brands, H.Audrey has pioneered the luxury retail market in Nashville for over a decade. Our H. Audrey team aims to provide a personalized and exceptional shopping experience, offering one-on-one styling and the world’s best clothing and fine jewelry, bringing the global fashion scene to the heart of Nashville.