This is a great store with all kinds of cool stuff that you won't find at the usual chain stores. I ended up purchasing a black floral headband from there which was pretty expensive at $25 but I absolutely love it. It looks like it was hand cross stitched. I also got a cheap leopard scrunchie for $2 that I absolutely love. The girl who checked us out was super sweet. I will definitely be back the next time I'm in town. read more

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Favorite store in Asheville. Love love all their stuff. Such fun things. The sales girls are super friendly also.

Friendly associates who are ready to assist you with fashion advice or retrieving another size item for you while you're in the dressing room. A lovely variety of styles and sizes. One of my favorite stores in the area! read more

This shop has fabulous unique pieces. I can't decide if the shoes are just collectibles or if someone dating might wear them (probably both). Fashion wise they appear to have something for everyone, from tanks, to leggings, to the most beautiful and unique dresses. For more fun grab a mystery bag at the checkout ($50) for surprise pieces, then wear whatever's in there out to dinner for your next TikTok trend. read more

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I have been shopping at Virtue for three years. Every time has been a wonderful experience except my recent visit. Every other time I needed help, the associates were very happy to help. I always felt welcome and when I needed an opinion on an outfit someone was there helping me pick out matching bottoms or tops. My last visit was awful. I asked the assistant manager to help me find dresses that were more formal. She walked away. So I found someone else and she was super helpful. I think her name was Lexi. But i could be wrong. Then I was in the dressing room trying on my first six items. (You can only bring in 6 at a time) The remaining 12 items were outside the room. No one helped me exchange the old ones with the new ones. I literally had to reach out undressed and grab six items after finding somewhere to put the previous 6 items. The few people in the store saw me half naked while i exchanged old items for the new! Even when I came out looking for opinions, the ladies were not helpful at all. I needed another person's eye to make sure it looked as good as i thought. Instead I was ignored. Previously I was helped the entire time i was trying clothes on. Do you need another size? Are you ready to switch out the clothes you've tried on with new ones? I also picked out more items for you to try on. I mean i loved every second i was in the store. The ladies went over and beyond to make sure i left with clothes i was going to truly enjoy. The last time i went in was so bad I'm not going back. I've spent lots of money there and have always been a faithful customer. In addition to that I also recommend this boutique to everyone! I work in customer service and meet many tourists every day. I tell every single lady that Virtue was a must go to store! read more

The clothing runs more youthful and for smaller bodies, but I found a few items for my older and larger frame. The young ladies were nice and helpful, and I didn't feel out of place being older and twice their size! The prints are very fun and if I didn't live in a boring town and have to wear a suit all the time I would have loved to own a few more of the lively prints. Check out the shoe collection too! read more

My boyfriends secret mission is to get me out of dark colored clothes and jeans and in to bright and pretty things for a change. On a recent trip to Asheville I discovered a lovely town that offers my style of bright and pretty things, at reasonable prices and locally owned...an often hard combination to find. Virtue is one of those shops. I got a cute blue tunic wrap aroundish linen shirt from there. I loved it the minute I saw it on the rack. Totally my style for around $30. But what I liked most was finding basic tank tops for only $7...can never find just a cheap tank top to wear underneath tunics or low cut shirts and Virtue has them. Thanks! Next time I'm in Asheville I'm stopping by again. read more

Got an adorable jersey dress at Virtue for around $31 here during our vacation in Asheville. All the clothing was very affordable. It's definitely for the younger set, but I'm in my 30s and I found plenty of cute things. I liked the selection of organic cotton clothing items. My dress is one that they stock year-round and a best-seller. It looks smashing. If you know what dress I mean, you should definitely own one. It's adorable and it comes in great colors! read more

Awesome store! I love dresses, and I love not spending a ton on them. Virtue, lucky me, has tons of cute dresses for around 25-50. I picked up the prettiest, most flattering LBD ever. The only reason I'd deducting a star is because I'm a big fan of good customer service. While I wouldn't say the service I got was rude, I think it could use some work. Virtue is a small shop, so there's no reason not to greet people when they walk in. No one said anything to me until I asked for a fitting room, and it still wasn't service-with-a-smile. I'd go back for sure though. read more

Oh how I wish this place was down the street from my house. Although it's probably best that it isn't as I would have no money whatsoever. SUCH a cute adorable shop! The dresses are trendy yet unique in the way that it's not just like every other current trendy dress you see. I was shocked how affordable it all was and nearly did a cartwheel when I saw how flattering they were off the rack. It was hard to not buy every dress I tried on but I have a feeling if they sell any items online I will be partaking in that asap! Love you guys... Also the customer service was great! 5 stars read more

Virtue is affordable and adorable! With their large selection of women's clothing, there is no doubt you will find something that suits your closet and your budget. They always have great cheap basics such as tanks, t-shirts, maxi skirts, and dresses. The sales associates are always stylish, friendly, and willing to help with any of your fashion needs! This is a great staple store in Asheville because of its' "boho" vibe but no matter what your style, the clothes are cute and casual. OH! They also have a great selection of home and gift too! read more

They have some on-trend pieces that are affordable and of decent quality. Lot's of basic pieces, camisoles, tanks that you can pair with other items. More for teen shopping. read more

I love this store. Amazing collection, wonderfully priced, very helpful salespeople. (Too helpful....they were great at talking me into things I loved but did not need...) My favorite clothing store in Asheville. read more

Staff friendly and very helpful. My $32 red, sparkle evening gown was a huge hit New Years Eve. Couldn't count how many people said, "beautiful dress" or "glam." Great to have an affordable shop in town. Fun clothes & jewelry. Thanks y'all! read more

Great selection, nice prices. A must see for unique jewelry and classic clothing. read more

This boutique has so much promise being on the promenade for cute dresses and such. The clothing is trendy and hip. Their front display is a great use of space. It makes the store look very welcoming. Today, the sales clerks were nuts though. They were pushing through customers to tidy up racks and trying to look busy. It was really off-putting. Perhaps it was just an off day. Best of luck! read more

Virtue is a downtown boutique that offers unique clothing at great prices. How great? On more than one occasion, I have observed out-of-towners stare at a price tag, turn it over to look at the other side, look around at everyone else in the store, and finally ask a salesperson, "Is this really the price?" The owner is very conscious of keeping the prices reasonable for everyone, even if an article of clothing is fabulous. I bought a sweater there last year and can't wear it anywhere without people tripping all over each other to get to me and figure out where it came from. Some clothes are very funky and fun, and some are more low-key, so there's a little something for everyone. read more

Asheville is truly blessed to have this store. Not only is it locally owned, but the prices are reasonably priced for the incredible quality of the clothing.This store has a wide variety of beautifully made clothes, and incredibly friendly & helpful staff. Clementine particularly is immensely helpful and very sweet. By far, this is the best women's clothing store in Asheville. No matter what you're style is, you're bound to find a must have outfit here!! read more

Virtue is such a refreshing boutique for Asheville - their clothes are awesome and they don't cost an arm and a leg, unlike most of the shops downtown. As a broke college student, this is pretty much the only place downtown where I can afford to shop for clothes, and I appreciate having someplace to go where I feel like I'm not being ripped off. They offer a great selection of dresses, blouses and sweaters, as well as a good selection of purses, hats and scarves. The staff have always been very friendly and helpful, and if you give them your email address they will send you coupons. In sum, this place is awesome, and I highly recommend checking it out. read more

If you love sweet dresses, you'll love this boutique. I hate where the spring/summer trend is going with crazy patterns that look like they danced their way out of the early nineties. This store carries lots of solids and beautifully simple florals that won't make you lose your lunch. The jewelry is also pretty unique; they boast woodcut earrings, fancy gems and long chains, among other really nice accessories. On top of all of that, your wallet will thank you. read more

The girls working there were very helpful, polite, funny, and cute. They helped me pick out shorts and told me which ones looked best on me. The clothes were all very cute and for the most part pretty affordable. Some of the patterned pants were a little pricey, but the clothes are also very high quality! read more

Such great and unique clothes and accessories!! Love the selection and service. Can't wait to wear my new dresses!!

My absolute favorite shop in Asheville as far as women's clothing! There are so many different, yet fashionable pieces or any fashionista, no matter what your style! Everything seem very original and high in quality. Some pieces are vibrant and girly, others edgy and minimalist. Sadly, the pieces I wanted were not available in my size :( read more

What a fantastic little boutique! While walking the streets of Asheville with my husband on our recent trip, we decided to swing in to Virtue. So very glad we did. Walked in, and I instantly fell in love. To the right were tons of cute dresses, very affordable, very cute, and then what grabbed my attention was all of the different colors of cami's and tanks. Not only regular cami's, but they have long one's too. That probably sounds like a silly thing to be excited about, but this is coming from someone with a long torso... so yeah, I was excited. Oh, and they were only like $8. To the left were tons of cute tops, and again, very affordable and so cute. The husband had wondered off, and I realized he was standing at the scarf wall. Which again, loved. Loved them all. Bought two, but wish I woulda bought more.. I ended up trying on some things, all of which fit perfectly, and all of which I can not get back home, so I said what-the-heck and proceeded to the check-out. I've been so excited about the clothes, that I almost forgot to mention how nice and super adorable the staff was. There were like 4 people working on a Thursday morning, almost lunch time, which I do remember thinking seemed like a lot, but again, they were all very helpful and super adorable. The only thing that disappointed me about this store - They do not have online shopping. Ok, so this really only bummed me out for about 2.5 seconds before one of the girls told me that they will have online shopping soon. So, I just have to be patient, as it should be up and running this month. Score! read more

I bought some earrings while in town for a trip. They broke as soon as I got them home, so I called to see about getting them replaced. One of the assistant managers - I believe Sarah was her name - was extremely helpful and generous. She shipped me a replacement pair at no cost to me and included a store discount and a cute little finger puppet. She was so apologetic about the first earrings breaking and incredibly kind and helpful in getting me taken care of. You don't come across customer service that great very often these days. :) Very grateful! read more

In an update to my last review: I have since done business in this store and the staff was quite different. It was a different woman, and she was very helpful and friendly. They have some great basics there. From cardigans and tanks to long sleeve basics and ts. They have every color under the sun read more

I would give Virtue 10 stars if I could! My go-to boutique in Asheville. Anytime I go into Virtue, I'm usually looking for a specific outfit for an event later that day. I always find EXACTLY what I need! Whether it be more casual, a little dressier, maybe a little funky, I always find the perfect outfit. They do a great job of curating the clothing & offering pieces that you probably won't see on anyone else. The staff are always so friendly & helpful. The prices are reasonable. I love this store! read more

This place is great! They have a great variety of absolutely adorable and affordable clothing. Everyone is so nice and helpful. They also give really great fashion advice and everyone is very trendy. There is also a great selection of cute accessories that are available. Check Virtue out! read more

I bought a dress for my niece and the first time she washed it, it came apart at the seams. She washed it according to the label instructions. I took the dress back, with my receipt and not only did they not give us any return or exchange options, they were so rude about our request. Yes, the clothes are cheap, but they should last through the first wash. Will not go back or recommend. read more

I thought this was a cute shop with lots of unique clothing items. The prices were quite reasonable. The staff was pleasant and helpful.

I love this store! So many cute dresses that always change with the seasons. Great prices. I also feel that the staff is very upbeat and helpful, I always get great customer service there. Wonderful store! :) read more

Excellent store! Great clothing, prices and very friendly staff. Was on a visit from CA and wish the store were near me.

I wish they were located closer to me! Was visiting Asheville with a friend and stopped in. Loved almost everything they had in the store and the staff were friendly t read more

If you are ever in Asheville, stop in at Virtue. Staff is awesome, kind and helpful, especially Anna who helped me select dresses for my daughter in New Orleans which were a hit! Thank you Virtue for providing excellent customer service and a great selection of clothing. read more

This store really has some of the neatest accessories and is a nice change from The Icing or Claires. I have only been twice: the first experience was really nice, but the second was actually pretty crappy, and I may not be back again (hence the three stars). I went into the store my first visit and was pretty much left alone to browse (this is a nice change from the hounding you get in other small boutiques), and I bought a few items I absolutely adore. I decided I liked these items so much that I went back to get more. I picked out the items I wanted, and I went to check out. The girl at the counter stared at me blankly until I said, "This is it," and then sternly checked me out. Not a biggy. Sometimes you're tired working retail. The thing that bothered me was that when I was about to leave, she loudly complained to the other girls about how I had messed up something by touching it while I was standing there. I 100% get that I might not put something back the correct way (I really try to because I've been in their shoes), it might be a pain, and she might have been tired, but she could have waited until I left. Now I just feel bad for giving them money because I bothered them with having to fix something. It's just not worth it to me to shop there for neat stuff if I'm just going to leave feeling terrible because I slightly inconvenienced someone. read more