Gwinnett Daily Post - November 20, 2004

Teresa Caldwell brings style to the suburbs

Teresa Caldwell knows good taste. The mother of rapper Bow Wow has been a personal stylist for eight years. Aside from her son, Caldwell's clientele includes Curtis Martin of the New York Jets and Vince Carter of the Toronto Raptors.

Now she's taken her love of fashion and turned it into a bigger business with Taste, the woman's clothing boutique she opened November 13 in Duluth. She said owning her own shop has been one of her lifelong dreams.

"Fashion has always been my thing," she said. "I love it. I always go to a lot of fashion shows in New York and LA."

The store has a sophisticated, clean feel with white walls and floors. One wall behind the register is painted red, with the Taste logo written in white. Two white seats are in the back corner with a red rug beneath them. Caldwell said the colors fit her personality.

"I llike everything tasteful," she said. "To me it's very clean and chic. Taste is what I'm about."

She's also giving back to the community. Ten percent of all purchases made during opening weekend went to the Bow Wow Foundation, which gives grants to students to continue their education.

"I think it's important because to me, education is the key. I'm always telling Bow Wow that's the key to success," she said. "Nobody will ever be able to take your knowledge away from you."

Convincing her son that education is important was the easy part. Telling Bow Wow her shop was going to be in Duluth instead of Atlanta, though, was a little tough.

He wanted her to open a men's clothing shop in the city, even though the family lives in Gwinnett.

"At the beginning Bow was like, 'Mooommmmmmm, nobody's gonna come.' And I was like, 'Trust me, they will, I feel it.'"

And Caldwell's instincts were right. About 300 people attended the private opening Nov. 12 at the shop on Sugarloaf Parkway.

Guess included Falcoms quarterback Micahel Vick, Rozonda "Chili" Thomas of TLC, and R&B singer Ciara and Charles Oakley of the Houston Rockets. Once Bow Wow saw the turnout for himself, Caldwell said he couldn't have been happier.

"When he saw everything, he was like, 'Mommy, you did it. You're outta here.'"

Having her customer take away more than the perfect outfit from Taste is a big goal for Caldwell. She wants people to be very satisfied with the customer service.

With just three employees including her sister, she keep it close-knit for a comfortable shopping experience.

"I want them (customers) to fee like this is part of them because without my customers there is no Taste," she said.

And what would Taste be without something for every woman? With prices ranging from $20 to $600, Caldwell said there's something in her store for every occasion. Customers can find t-shhirts with Mickey Mouse on the front, Joes Jeans, which are popular in LA, fur coats and dress pants. Accessories like hand-bags, totes and jewelry are also available.

"I wanted something for if you wanted to go to dinner or if you wanted to go out, you can come here and find it," she said. "I also have something you can wear just to lounge in like your sweat suits."

But lounging around for Caldwell isn't an option. Aside from Taste, she owns two other companies - Positive Management Inc. and Bow Wow's company, LBW. And she's already planning her next project.

"I'm gonna do another store. The deal isn't closed but it's gonna be another boutique for women and men in Atlanta," she said.

As a one-woman empire, how does Caldwell feel having so much power? She said it's tough to succeed in a male-dominated industry, but women can't let it break them. She gets advice frequently from Bad Boy CEO/rapper/designer Sean "P. DIddy" Combs.

"He's always been there for me to make sure nobody takes advantage of me," she said. "Now I have a lot of respect. I have so many good friends that have helped me."

Despite all the time she puts into her businesses, Caldwell said family comes first. She's proud to say Bow Wow's new album hits stores March 9, which is also his 18th birthday. "It's all about my son at the end of the day,"she said.

That's a mother with a good heart and good taste.