Chattanooga’s Southside has an abundance of restaurants and residents but few retail businesses — a need Tiffany Byram noticed as she began hosting pop-up shops in a space in front of her husband’office on Main Street during the 2024 MainX24 event.
In September 2025, she opened a permanent storefront in the space for Orange You Glad, her boutique offering colorful, comfortable clothing for women of all ages.
“This is a great location for a store, because there’s nothing like this down here,” she said of the Southside. “On this whole side of downtown, there’s not a ton of shopping.”
Vintage clothing store Poor Taste is now Main Street’s only other clothing store, but men’s store Sheepish Wolf is opening soon across the street from Orange You Glad.
“The more retail we can get down here, the more we can kind of make this a destination,” Byram said. “I think it would be awesome, because this is such a neat part of town. There’s great food, great people that live in the neighborhood.”
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Byram said she previously worked in retail while living in Nashville, and she’s also had an online store for a couple of years.
With her new boutique, she said she aims to provide unique, affordable fashion that boosts customers’ confidence.
“Clothes are such a cool way for you to express who you are, and I always wanted to have my own store and kind of do things my own way, make it more fun,” she said in an interview. “I’m a mom of two small kids, so I’ve got one shot to get ready. My goal is just to help people have clothes that they feel good in the first time they put them on.”
Tennessee Vols fans looking for game day attire will find plenty to choose from at Orange You Glad. The store gets its name from the team’s color, but Byram said she also tries to find Tennessee game day gear in other colors, as well.
“My goal is to get stuff you can’t find on campus or at other stores,” she said.
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While her in-store offerings will continue to reflect her loyalty to the Vols, Byram said for 2026 she is considering adding merchandise for other college teams — including Georgia and Alabama, based on customer requests — but those items may be exclusive to her online store.
Byram said she sources most of the boutique’s clothing from small companies in cities such as Los Angeles and Dallas, and the majority of pieces are priced at under $100.
“Everybody wants to look cute, but nobody wants to spend a ton of money to do it,” Byram said.
She sells most of the same items found in the store online, and she plans to expand her online offerings in the future.
Byram also plans to launch a Chattanooga-themed apparel line designed for “tourists who want touristy things without looking like tourists” to be sold in the shop, which gets a lot of customers from out of town visiting Chattanooga for the day or attending weddings at Common House nearby.
“I’m having locals, a lot of regular customers coming in, but also tourists,” she said. “When they learn we ship, they become regular customers, even far away, which is cool.”
Byram said she offers free delivery to customers in Chattanooga within 30 miles of the store, as well as free in-store pickup for online orders.
Open noon to 6 p.m. Thursday-Saturday, Orange You Glad is at 36 E. Main St., Suite 102B, or visit the online store at shoporangeyouglad.com.
Contact business reporter Emily Crisman at [email protected] or 423-757-6508.
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