Bright & Gray Creative (@BrightandGrayCreative)
Long before online shopping and overnight delivery, Birmingham families knew exactly where to go when they needed the perfect baby gift, a spool of ribbon, personalized notecards, or a mailbox bow to celebrate community. And more than seven decades later, Smith’s Variety remains that place.
Since opening in Mountain Brook in 1950, the beloved neighborhood store has woven its way into the fabric of countless families. Today, owners Amy and Brad Simpson are carrying forward the legacy of timeless customer service and carefully curated merchandise that keeps shoppers coming back generation after generation. For Amy, the journey from customer to owner was years in the making.
“Brad and I met in college at Samford University,” she says. “I shopped at Smith’s for more than 20 years before Brad and I purchased it in 2020. It was the easiest decision and a long-answered prayer, even though COVID shut businesses down in the state only two-and-a-half weeks after we purchased it.” Despite that unexpected beginning, the Simpsons leaned into the foundation built by the families who came before them. “The loyal customers of Mountain Brook and the greater surrounding areas have allowed the store to survive and thrive for its entire 76 years in business. The families before us, the Smiths and the Glazners, did an incredible job establishing the legacy of Smith’s Variety. Their vision laid a valuable foundation that has allowed us to build upon and adapt to our customers’ current needs.” says Amy.
Amy and Brad Simpson
The store’s motto—We’re a service business that just happens to sell a lot of great stuff—guides nearly every interaction. “It means working our absolute best to serve our customers well,” says Amy. “Sometimes this means helping to find the perfect gift for a loved one, sometimes it means helping to wrap a gift, and sometimes it just means being available to answer questions. We strive to greet everyone who walks in our door with a warm smile and friendly hello.”
The personal approach philosophy is made possible in part by employees who have spent decades at Smith’s. “We have several employees who have been with us for more than 20 and 30 years,” says Amy. “They’ve known generations of our customers—their names, their children’s names, and even their grandchildren’s names. They know their favorite items and how to take care of customers in ways that sometimes only family members would know.” Of course, shoppers also come for the merchandise. While Amy can’t reveal every buying secret, she says selecting inventory comes down to a combination of data, intuition, and a whole lot of prayers.
Some customer favorites have changed little over the years. Mailbox bows, men’s and women’s handkerchiefs, baby diaper covers, and the store’s extensive ribbon-by-the-yard selection continue to be staples. The mailbox bows, in particular, have become something of a Birmingham tradition. “We make a LOT of mailbox bows,” says Amy. “It’s one of our very favorite Smith’s traditions because of the community’s strong desire to outwardly show love and support for common causes.” Whether marking a birth, celebrating a wedding, supporting a favorite nonprofit, or rallying around a neighbor during a difficult season, each bow reflects a customer-led expression of community. “It’s amazing the love that this community has for one another,” says Amy. “We’re grateful they allow us to help them show so much love.”
That same spirit carries over to Smith’s custom gift baskets, bid day packages, complimentary gift wrapping, and personalized shopping assistance—services that can’t be replicated with a click. “During COVID, we created so many unique and personal Easter baskets and offered curbside and delivery during a time when the world was shut down,” says Amy. “It was such a blessing to help people find joy during a scary and difficult time.”
Giving back has also become part of the store’s identity. “We are able to support the community because of the support our community shows us,” she continues. “We receive hundreds of requests each year, and while we can’t fulfill every one, we try our hardest to support as many as possible.”
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As Amy and Brad look ahead, their goal isn’t to reinvent what is working. Rather, they feel a responsibility to faithfully steward it for the next generation. “We’re incredibly grateful for the opportunity to be a part of the history of such a Birmingham icon,” says Amy. “We hope to continue to build on the unique legacy of Smith’s Variety so it may be around for at least another 76 years.”
Smith’s Variety is located at 45 Church Street in Mountain Brook’s Crestline Village. Open 10 a.m.-6 p.m. Monday-Friday and 9 a.m.-5 p.m. Saturday.