Etc. East

Gina Genz opened Etc. East in 2001. She modeled her store after her mother’s boutique, Etc., which is located in Mountain Brook, Alabama. Her mother owned and operated Etc. for over 30 years.

Gina has a lifelong passion for retailing. In addition to her mother’s experience, her father was one of the principals of the Birmingham-based Parisian Department stores. Gina started her retailing career at Woodward & Lothrop in Washington, D.C. She later worked in management at Saks Fifth Avenue in Chevy Chase and then at Macy’s in Atlanta, working in both management and buying, and also worked as a fashion counselor at Parisian.

After raising a family, Gina decided to open her own store at Vinings Jubilee. The store is an exciting mix of everything from jewelry and handbags to scarves and wraps. Her store philosophy is to share exciting, cutting edge merchandise with her customers and to create a shopping atmosphere that is both friendly and comfortable. The sales staff specializes in helping a customer find the perfect item. The hallmark of Etc. East is courteous, friendly customer service.

Gina travels to New York and Los Angeles three to four times a year scouring the markets for unique, fashionable accessories for which her store is known.