When Jasmina Zulic opened her online store, Mod & Soul, in early 2015, she had no intentions of parlaying it into a brick and mortar just one year later. “I was working in telecommunications at the time and it just wasn’t fulfilling,” Zulic told me on a rainy afternoon last week in her cozy Arts District shop. “I’ve always been creative and I started the online shop as a hobby to fulfill that,” she continued. She began mostly with smaller accessory brands, spending hours pouring over Instagram and Pinterest, gauging what styles were popular and selling before putting them in her own shop.
Mod & Soul owner, Jasmina Zulic. (Photo by Megan Parry)
The online shop was a success, with the trendy, boho-inspired pieces selling to women around the country. So when Zulic saw the “for lease” sign outside the former dog acupuncturist’s door at 323 W. Broad St. in February 2016, she knew it was a sign to go full-time with her passion project.
Tie dye is definitely in for the summer months; pairing this maxi with a floppy hat and metallic sandals instantly modernizes it. (Photo by Megan Parry)
Mod & Soul brick and mortar is an organic extension of the online store, whitewashed with natural accents and the pops of color coming through in the clothes. It’s a mix of local and smaller boutique brands, with everything coming in at under $100 and made in the USA. “It’s accessible fashion,” Zulic explains, “I had a mother and daughter come in last week and tell me it’s the first store in Richmond they’ve been to where they can both find something they like which is a huge compliment.”
Zulic is definitely excited to get to know her Richmond customers. “I like having direct access to my customer, to see her reactions and get to know what she wants to buy,” she said. Taking a look around the shop, it’s obvious that RVA women are currently digging off the shoulder tops, denim and lots of 70s-inspired pieces. Zulic is particularly into all the loose, wide leg pants and striped dresses while I was immediately drawn to all the white, floaty peasant tops peppering the racks.
Glister’s necklaces are fun statement pieces to pair with a simple black blouse or a bright floral dress. (Photo by Megan Parry)
She’s also carrying a new local jewelry line, Glister, which combines metal pieces with marbled clay accents for something that’s both modern and earthy. She’s also carrying a couple beauty lines like local handmade soap company, the Karen Company (pro tip: smell the honeysuckle, it’s to die for).
All the beauty brands Zulic carries are all-natural and handmade. (Photo by Megan Parry)
With the incredible revitalization and vibrancy of Broad Street, Zulic knew without a doubt it was the area to open Mod & Soul. She says one of the most rewarding parts of opening in downtown is how supportive the retail community has been; she gets customers every day who stop by “because Deborah [Boschen] at Verdalina told them about me and suggested they come by.”
While the store has only been open three weeks, Zulic already seems completely at ease in her store. There’s a calm, inspiring energy that permeates the space— a perfect shopping environment, to be sure.
Zulic caries a mix of graphic prints and subdued neutrals at Mod & Soul so that “there’s something for every woman” when they walk through the door, says Zulic. (Photo by Megan Parry)
