What started as a small gift shop in Hoover in 2004 is now a thriving boutique chain with locations in multiple cities across Alabama. The journey from the first two stores—one here and another in Auburn that opened in 2009—to five stores across the state is a testament to the hard work, dedication, and community support that Birmingham native Christie Howell and her family have put into building this beloved business.
Christie first joined Wrapsody as a student at Auburn University, working part-time at the original downtown location while going to school. Little did she know that this job would set the stage for her future as a business owner. She went on to teach elementary school for six years after graduation, but in 2017—when original owners Terry Shea and Sarah Brown decided to sell the business—Christie and her husband, Reel, were ready. “I have always had an entrepreneurial spirit, and my husband and I searched for the right opportunity for years before we purchased Wrapsody,” she says.
Under their ownership, Wrapsody began to grow. Shortly after taking over, the Howells relocated the Hoover store from Patton creek to its current spot in Stadium Trace Village, enjoying better exposure to more customers. They expanded with additional stores in Trussville (2020), Homewood (2023), and Madison (2024). They also grew their team significantly. “When we purchased the business, I wouldn’t say expanding was our first priority, but opportunities became available and doors opened where we didn’t expect,” says Christie. “We are now part of the five best communities across Alabama.” Christie and Reel also purchased nearby space to the Homewood location to serve as a central receiving location and corporate headquarters, which allows Christie to work from one place and stay connected to daily operations as she also juggles life as a wife, mom (she and Reel have two boys ages 6 and 2.5 with another on the way), and co-owner of Once Upon a Time, a children’s boutique with shops in Homewood and Crestline that she purchased with a college friend in 2021.
1 of 10
Staff Photo
2 of 10
Staff Photo
3 of 10
Staff Photo
4 of 10
Staff Photo
5 of 10
Staff Photo
6 of 10
Staff Photo
7 of 10
Staff Photo
8 of 10
Staff Photo
9 of 10
Staff Photo
10 of 10
Staff Photo
One of the key aspects of Wrapsody’s success is a great team—which Christie and Reel have grown extensively since 2017—and both a physical and online presence. They maintain a commitment to great customer service, no matter how a person shops with them. “I love the connections that we get to make with customers,” says Christie. “My time is divided so much that I don’t spend as much time doing this as I used to, but it will always be my favorite part! You do not make personal connections when you make a purchase on Amazon. It is so fulfilling to hear people’s stories and help them find the perfect gift. Our work family and our customers are my favorite thing about owning a retail store.” Christie’s dedication has paid off, and she is content for now, but her eyes are always on the future: “We don’t have anything in the works to expand Wrapsody, but we are always looking for the right opportunities for our store.”
Visit shopwrapsody.com for locations or to shop online.