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  • SHOP DRESSES

    The only dress collection you need – from casual brunches to formal events.

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  • SHOP TOPS

    Boost your look with these tops, for modern women like you.

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    On Orders Over $150+

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    Returns for Store Credit within 10 Days of Delivery

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  • SHOP BOTTOMS

    A perfect range of bottoms – where quality meets style.

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  • SHOP SHOES

    Giving you comfort and style with every step.

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Love from our customers

  • My most favorite store in the Shoals! Great material and so many outfits to choose from that can I’m able to mix & match throughout the seasons! Love how all the girls are always so helpful with gathering sizes needed & offering their best opinion on styles!

    ~Ashlan W.

    Google Review 

  • James & Alma not only has the best clothes/jewelry/etc. but they have the best workers! I’ve been going in there since way before having a little girl but when I did have her I took her in there with me every time I went and they watched her while I shopped, they’ve watched her grow up!

    - Allie C.

    Google Review 

  • My favorite boutique by far! Their style, selection and helpfulness never disappoint.

    - Shawna H.

    Google Review 
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Who We Are

Our Story

When it comes to fashion and clothing, the industry runs in our blood. Named after our grandparents, James + Alma Underwood were business owners making and designing their own clothes more than four decades ago. Alma was a talented seamstress who owned "The Fabric Fair" in Muscle Shoals from the 1960s to the 1980s. Almost twenty years later, James + Alma was founded in their memory.

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