In the summer of 2020, new mother Vanessa West was searching for connections. A recent Memphis transplant from her native Indiana, she was struggling with postpartum depression, loneliness, and isolation brought on by the COVID-19 pandemic restrictions. Walking with her family in her Cooper-Young neighborhood gave her a way to meet new friends — and led her to a new passion. As a way to say thank you for their friendship, Vanessa purchased thoughtful gifts for neighbors and wrapped them in beautiful style.
“As I was wrapping their gifts, I felt pure joy for the first time in a very long time,” she says. “It was a feeling of gratitude, but the physical act of wrapping the gift also resonated with me. I wanted more!”
That search for more led to the creation of Avenue Wrapping, a bespoke gift-wrapping service that has now expanded into a delightful gift boutique in Chickasaw Oaks. Meet the inspiring and creative FACE of Memphis behind Avenue Wrapping, Vanessa West!
You are a relatively recent resident of Memphis. What do you love most about living here?
I am so surprised by how much I love Memphis. When you look online, crime is the number one thing that pops up. I often heard that the city is dirty, too. I was not excited to come here, but the reality is completely different.
We love our neighborhood. Everyone has made us feel so welcome. You are not going to see that your neighborhood becomes your family from just visiting. You have to live here to see it, and you won’t see the intimate, best parts of Memphis online.
I love how Memphis supports its artist community and rallies around small businesses. Memphis has so much to offer, especially for its size.
Tell us a bit about your career before you started gift-wrapping.
I have a master’s degree in counseling. I did clinical work in Indiana, mostly intensive case management with high-risk families. I also owned a vintage party rental for a time.
We moved quite a bit with my husband’s job and lived in Nashville. I worked part-time in events planning and full-time as a counselor in a drug and alcohol rehabilitation clinic while we were there.
My husband’s job took us to West Lafayette, Indiana. About two months later, I found out I was pregnant. I didn’t want to get a job while I was pregnant — I didn’t put much planning into it; I just thought I would go back to work after I had the baby. After Latham was born, we knew we would move again, so I didn’t want to get a job then, either.
Latham was almost two when we moved to Memphis. A lot of that time feels like a blur, with the stress of moving, COVID-19, and dealing with postpartum depression.
You’ve been very open about your postpartum depression. Can you tell us more about your journey?
My postpartum depression was definitely prolonged because of COVID-related isolation. I think any mom — if they’re being honest — knows that sometimes it can be lonely trying to learn how to care for your baby and also determine your own needs. It’s a big transition.
I realized something was not right with me: it was more than just exhaustion when I walked into a grocery store crying. I couldn’t remember why I was there. I had a panic attack. None of the feelings I was having were normal for me — the super-charged anxiety and panic.
I got huge help from counseling. My midwife, my husband, and I came up with a postpartum plan for the three of us. I started anti-depressants that wouldn’t interfere with breastfeeding, which was very helpful.
It does get easier, but it does not go away in a day! I can’t think of a time when I thought, Yeah, ok, I’m good now. Even now, I struggle.
What advice would you give to moms who are dealing with postpartum depression?
Don’t be ashamed or afraid to talk about it. I have a friend who told me she had gone through the same thing. She had a terrible time, including suicidal thoughts. She felt too ashamed to tell anyone.
Society paints mothers as happy and in love with their babies, and if you have any feelings that differ, then something is wrong with YOU. I think moms need a better support system to know that these are real feelings, and it is ok, and it does not mean that you are a bad mom or that you don’t love your baby. The more you talk about it and hear other moms be honest, the less shame you feel and the more empowered you become.
Gift wrapping for your neighbors helped you. Can you tell us more about how and why you started Avenue Wrapping?
I gave my neighbors small gifts for Thanksgiving 2020. When I realized how much I loved it, I decided to offer gift wrapping for the holidays. Neighbors referred me to friends, and I posted on Next Door. By February 2021, I realized this little side hustle was becoming bigger, so I took some professional gift-wrapping classes, started a website, and let things roll!
What attracted you most about expanding Avenue Wrapping into a gift boutique?
You can find a ton of gifts from a factory somewhere across the world — yes, they may be cute or even beautiful, but people aren’t finding joy in making them. The personal connection of the maker is missing.
I love to support small businesses and purchase unique, artisanal items. I realized this summer that I wanted to present those items to others. The pictures on my phone from five years ago when I was at a gift shop were not because I wanted to go back and buy the item. I took them because those were the types of gifts I wanted to stock.
What makes Avenue Wrapping stand out from other boutiques?
I’m careful about the items we offer. Avenue Wrapping carries unique, artisanal, and sustainable gifts. I like that there is a face behind a brand name, someone I can actually talk to and build a relationship with. We’ve got stationery made from vintage maps, hand-carved wooden blocks, dip-dyed handmade candles, recycled steel water bottles, and artisanal jewelry lines.
We stock some beautiful wrapping papers, and I’m continuing to offer my customized gift wrapping, too, of course! I will wrap gifts from any store — not just Avenue Wrapping.
What do you love most about creating a bespoke gift wrap?
I love being able to translate someone’s personality or love of the recipient into a beautifully wrapped package. Before I wrap, I talk with my clients about the gift recipients, their personalities, favorite colors, and backgrounds. I want to make the gift wrap personal, unique, and meaningful. I love it when clients say, “This looks like Susan wrapped up in a box.”
What are some of your go-to items for gifts?
My favorite children’s items are stainless steel utensils and any of the kids’ books. When we started feeding Latham, we found that the little plastic and rubber spoons just weren’t working. He couldn’t hold them and got so frustrated. We switched to stainless steel, and he loved them. I recommend those from experience.
For adults, I always ask about personality and likes before I make any suggestions!
Where can we find you when you’re not working?
Farmers markets, walking in my neighborhood, and going to art fairs and festivals.
What’s your best piece of advice?
When I started my business plan, I got a small business mentor. In one of our first conversations, I mentioned that I was worried about the price of the items I wanted to stock. He said, “Vanessa, you aren’t going to be able to compete with the big chain stores on price. You have to be able to compete with what you do have — your high-quality product lines and your own genuine nature.”
Aside from faith, family, and friends, what are three things you can’t live without?
Naps, a good pair of tennis shoes, and my sunglasses.
To have your gifts wrapped at Avenue Wrapping in time for Christmas, be sure to arrange a drop-off by December 19! Visit avenuewrapping.com for more information.
**********
Get to know more inspiring FACES of the South at our FACES archives!
