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What’s in Store!

What’s in Store!

Whats-in-Store, already a favorite boutique of Franklin locals, has now earned international attention for owner Dena Nance’s unique style and philosophy. What started as a single retail store – specializing in accessories and jewelry – has now grown to a business with wholesale distribution in almost all fifty states and five foreign countries including Ireland, Japan, and Ecuador. The third branch of whats-in-store’s retail business is their website,, which is also attracting diverse clientele with more than 1400 items for sale.

“I try to take high fashion ideas from global sources and mold them into something wearable, affordable, and entertaining,” says founder and owner Dena Nance. This philosophy coupled with Nance’s belief in giving back to the community has made whats-in-store a valued member of the Franklin business community.

One especially unique aspect of whats-in-store is its commitment to Franklin and Williamson County. For a retail business growing so fast and gaining attention in places like New York and LA, it is surprising that they only have one retail store.

Dena Nance, however, has good reason to stay in Franklin. “I choose to have the one retail store in Franklin because, in my opinion, Main Street is the best place in the world to be a retailer,” Nance explains. “We get a great range of clientele. People really go the extra mile to support us on Main Street.”

Because of her success in this community, Nance has been able to give back considerable amounts in charitable contributions which all benefit Franklin and Williamson County. Recently nominated for VIP of the year, Nance raised $12,000 toward the Arc of Williamson County.

Nance’s charitable endeavors extend to her products as well. She has introduced a collection called “Justifiable Jewelry,” the proceeds from which are dedicated to charity.

She will also be hosting a charity event in early December called “whats-in-store Presents,” which will benefit multiple local charities. Coming up in September is the fall luncheon and fashion show, which will launch the fall collections.

If you aren’t already a loyal customer, be sure to stop by whats-in-store to check out the wonderful range of shoes, purses, jewelry and more! The store is located at 407 Main Street in Franklin. Call (615)794-7560 or visit for more information.