From a Phoenix, a Ruby rises in Carytown

Kay McCarthy is a veteran of the Carytown retail scene.

Kay McCarthy. Photo by Michael Thompson.

An established Carytown merchant is rebranding and moving one of her stores to a recently vacated space a few doors down.

Kay McCarthy plans to open Ruby, a new incarnation of her Phoenix 2.0 store, in June at 3030 W. Cary St.

McCarthy owns the former Fiamour space.

McCarthy leases the former Fiamour space.

Ruby’s 2,600-square-foot space at the corner of North Belmont and West Cary streets was previously home to Fiamour, a lingerie store that last month relocated above McCarthy’s other nearby store, Phoenix, at 3101 W. Cary St.

Phoenix 2.0 is currently located at 3103 W. Cary St. McCarthy said she plans to close Phoenix 2.0 on May 30 as its lease expires. That space is being taken over by a new shop called Trend.

Ruby, named for McCarthy’s grandmother, will sell jewelry and clothes that cater to a younger audience with more casual styles and lower prices compared to Phoenix.

“You’ve got to go younger if you’re going to stay in business,” McCarthy said, adding that the storefront has good visibility.

The future Ruby space sits diagonally from Phoenix and Fiamour’s building, which McCarthy owns.

After getting started in Charlottesville in the 1970s, McCarthy moved Phoenix to Richmond in 1991 and tried a few locations before settling into its current Carytown location. Phoenix 2.0 was where McCarthy sold her business’s sale items. The stores began to compete with each other, which helped persuade McCarthy to rebrand and move.

Kay McCarthy is a veteran of the Carytown retail scene.

Kay McCarthy. Photo by Michael Thompson.

An established Carytown merchant is rebranding and moving one of her stores to a recently vacated space a few doors down.

Kay McCarthy plans to open Ruby, a new incarnation of her Phoenix 2.0 store, in June at 3030 W. Cary St.

McCarthy owns the former Fiamour space.

McCarthy leases the former Fiamour space.

Ruby’s 2,600-square-foot space at the corner of North Belmont and West Cary streets was previously home to Fiamour, a lingerie store that last month relocated above McCarthy’s other nearby store, Phoenix, at 3101 W. Cary St.

Phoenix 2.0 is currently located at 3103 W. Cary St. McCarthy said she plans to close Phoenix 2.0 on May 30 as its lease expires. That space is being taken over by a new shop called Trend.

Ruby, named for McCarthy’s grandmother, will sell jewelry and clothes that cater to a younger audience with more casual styles and lower prices compared to Phoenix.

“You’ve got to go younger if you’re going to stay in business,” McCarthy said, adding that the storefront has good visibility.

The future Ruby space sits diagonally from Phoenix and Fiamour’s building, which McCarthy owns.

After getting started in Charlottesville in the 1970s, McCarthy moved Phoenix to Richmond in 1991 and tried a few locations before settling into its current Carytown location. Phoenix 2.0 was where McCarthy sold her business’s sale items. The stores began to compete with each other, which helped persuade McCarthy to rebrand and move.

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Lyn Bugg
Lyn Bugg
6 years ago

I truly love Phoenix and Phoenix 2 boutique! I would like to know what will become of the discounted items sold at Phoenix 2? Will they now be housed at the Phoenix 1 location or at the new store Ruby under the new brand name? I’ve been saving and planning to visit and purchase some items this month from Phoenix 2 and hope that I will be able to continue to find such unique pieces at bargain prices. Thanks for your response if possible and blessings on your new endeavor!