WHEN YOU step into Merle Norman Cosmetic Studio on the Shelbyville square, you enter more than a cosmetics and gift shop. You step into the legacy of Merle Norman, a visionary cosmetician who, against the stark backdrop of the Great Depression in 1931, embarked on a journey that redefined how women perceive beauty.
Searching for the right combination of ingredients to support her complexion, Norman, who studied chemistry and medicine before moving to California in the late ‘20s, crafted her first beauty formulations. According to Merle Norman Cosmetics, Norman combined ingredients in her home kitchen using a large coffee pot to create the innovative “3 Steps to Beauty,” featuring Cleansing Cream, Miracol, and Powder Base Foundation. She wasn’t just creating cosmetics; she was crafting confidence, one product at a time.
Amanda Seibers, the current owner of Shelbyville’s Merle Norman Cosmetic Studio, not only carries the torch of Merle Norman’s legacy but infuses it with her own passion and dedication. Norman’s vision to empower women by enhancing their natural beauty and providing them with a unique and tailored “try before you buy” cosmetic experience is in good hands.
Seibers recognizes the staying power of the longstanding cosmetics line.
“The quality is remarkable, and the company stands behind it. My favorite line from customers when I took over was, ‘I’ve been wearing this makeup for 40-plus years,’ she said.
Customers return to the shop for more than makeup. The selection of gifts or a personal treat offers items that suit each occasion perfectly. It’s something that drew Seibers to the store again and again as a shopper for over 12 years.
She was drawn, too, to the store’s baby boutique, Talk of the Town, when she became a mom in 2012.
Seibers said, “I’ve always had a dream to own my own children’s boutique after having my oldest daughter in 2012. After having two daughters, it caught my attention even more. I sold Matilda Jane clothing from 2017 to 2020, so I have a children’s clothing and sales background.”
Seibers plans to continue the baby registry and complimentary gift wrapping in the baby boutique, which are signature services in the store’s history. Customers can expect to shop the selections they’ve appreciated through the years in the Merle Norman Cosmetic Studio and Talk of the Town. Seibers adds a personal touch to the familiar products customers have cherished over the years and maintains the shop’s charm.
“Dena was very successful, so I don’t think there’s a need to change too much,” she said.
It’s impressive that she has time to consider her future plans for the shops, much less implement them.
She and her husband, Tyler, are parents to daughters Tenley Clardy and Mia Seibers, as well as a newborn son, Cohen Seibers. She is a Community High School graduate with an associate degree in respiratory care from Columbia State Community College and worked at Vanderbilt Bedford Hospital on an as-needed or pro re nata basis. She also is a licensed real estate agent. Tyler grew up in the Wheel and Petersburg areas and is a licensed contractor.
Regardless of which hat she wears, Seibers is happy helping people. Growing up, she imagined becoming a pediatrician or athletic trainer — another extension of her desire to be there for others. Early motherhood could have discouraged her hopes and dreams, but it fueled them instead.
“I started out as a single mother in 2012 and thought about how I could get through some days. With determination and drive, I continued to push every day to be better, and look where we are today! My advice to anyone out there is to live by Babe Ruth’s quote, ‘Never let the fear of striking out keep you from playing the game.’ Keep working, even on the toughest days because, honestly, the toughest days make us the strongest!”
Merle Norman’s vision for empowering women continues to blossom nearly a century later through Seibers’ unwavering determination and staying power. The legacy lives on, not just in shelves lined with cosmetics or racks of baby clothes, but in experiences shared, dreams nurtured, and lives positively impacted by a vision that transcends generations. Merle Norman would undoubtedly be proud, as Seibers is a testament to the enduring power of a dream that began at a kitchen table in 1931. GN
