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Styled with Charisma

Popular Ocean Springs boutique adapts during pandemic

Amid the COVID-19 crisis, Brandin Brosh’s business has reached a milestone.

“It has forced us to be innovative and creative with our marketing …,” says the owner of Charisma “A Girl’s Best Outfit.” “It’s also driven us to move online, which has me very excited for the future!”

The Ocean Springs boutique has launched a new website: Previously reluctant to take Charisma online, as the website would be a business in itself, Brosh has seized an opportunity.

“I feel that I’ve got enough experience under my belt to handle it,” she says, “and I cannot wait!”

When she founded Charisma in August 2014, Brosh had a degree in elementary and special education, but no retail experience. However, she had an abiding love of fashion — and close friends in the industry to give her perspective.

“I love to talk about fashion and really enjoy researching the latest trends,” she says. “Knowing this about myself, once I graduated college, I saw a vision of what I wanted my life to be like.”

Brosh followed her heart — seeing the potential for downtown Ocean Springs at a time when trendy boutiques did not exist there. After reading an article about the importance of charisma — the ability to charm, influence and attract those around you — she knew she’d found the perfect name.

“I added the tag line, ‘A Girl’s Best Outfit,’ because to me, charisma and how someone carries (herself) is the most important thing about (her),” Brosh says.

The key to Charisma’s success, she adds, is offering current trends at affordable prices for all ages. Brosh says her own style is very evident in her selection of inventory. Her own clothing line, 228 The Coast — featuring hats, various shirt styles and even koozies — has proven popular at her boutique. During the summer, patrons snap up Maaji Swimwear, for which Charisma is the exclusive vendor for the region.

“Differing tastes and styles are great for competition and even better for the most important people — the people of the Gulf Coast,” she says. “I really like that form of competition; I think it makes us all more successful.”

Her first full year in business, Brosh’s hard work was recognized when she was named Ocean Springs’ Retailer of the Year. She also was the youngest person ever nominated to sit on the Ocean Springs Chamber of Commerce Board of Directors.

But the biggest reward by far of founding Charisma, according to Brosh, is the people she’s met through her business — especially customers who have become like family.

“I’ve been open just long enough to watch the graduating seniors grow up,” she says. “When I opened, they were barely big enough to fit in my clothes — so cool!”


Charisma “A Girl’s Best Outfit”
1000-B Government St., Ocean Springs
(228) 215-1203
Monday-Friday, 10 a.m.- 6 p.m.;
Saturday, 10 a.m.- 5 p.m.; Sunday 11 a.m.- 4 p.m.
@buycharisma on Instagram

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