A Stylish New Chapter for Affordables Apparel

Step into one of Aiden Lane’s six South Carolina boutiques and you’ll be welcomed by a thoughtfully curated selection of women’s fashion and styled by store members who feel like trusted friends. There is a deep desire to consistently represent freshness while cultivating an atmosphere of creativity; all rooted in a simple, yet powerful story of loving people through every part of the business. The essence of this is carried within the name Aiden Lane.

With the 2025 rebrand from Affordables Apparel to Aiden Lane, the brand is more aligned than ever with its 56-year mission of bringing everyday style to local women—whether they’re dressing for brunch, the office, or elevating their casual lifestyle. A key focus? Expanding its selection to embrace a younger generation while remaining true to its loyal customers. In other words, Aiden Lane isn’t changing what women love; it’s giving them even more to enjoy.

Lowell and Barbara Epstein spent 43 years building the foundation of Affordables Apparel before passing the torch to former NASCAR driver Lyndon Amick and his wife, Melanie, in 2012. In the summer of 2017, the Amicks took their ownership a step further by opening the first Aiden Lane store—named after their daughter—a decision that planted the seed for the brand’s future.

“Our newest location at the Belle Hall Shopping Center will be opening as an Aiden Lane boutique,” Company Buyer Nora Innis says. “We’ve been focusing on setting the tone, the pace, and what people experience when they walk in the door. I hope that women of all ages leave with something they love; that's always been my passion. Nothing gives Melanie, Lyndon, myself, and all the girls that work with us more joy than to see our customers having fun. That's the best part about the brick and mortar experience.”

There is a clear trust the owners have placed in both the business and the team they’ve built, allowing creative control to be passed on with confidence. From Barbara and Lowell Epstein’s hands-on mentorship in buying, business strategy and pricing negotiation to Lyndon and Melanie Amick’s thoughtf,ul decision-making and ability to find humor in every situation, the brand’s evolution is rooted in the wisdom of those who have shaped it from the start.

“The Amicks have this beautifully simple ‘it's all going to be okay’ mentality,” Innis says. “They challenge us to put our best foot forward, be different, and not fall into the masses. Melanie is often saying that her goal is for us to feel joy in the job. There are very few multi-store businesses that are family owned, so it’s a very unique and balanced working relationship.”

Humorously, Innis reminisces about her first market trip to New York with Lyndon Amick. “We were just beginning to work together,” she recalls. “He asked, ‘How in the world did I get here in New York buying women's clothing?’ I said, ‘I don't know, but you're in it now,’ and that was the start of what has become a beautiful relationship. We've worked together for so long and it’s been a fun ride; we've had some great laughs along the way.”

This enthusiasm creates a powerful ripple effect throughout the entire business, from Lorna Pietrantonio, the warehouse manager, to Rhonda Dreyer who buys alongside Innis, and all of the in-store retail staff who are the face of the company every day. Working together as a team to make sure the customers' wants and needs are at the forefront has been the driving force behind the brand’s decades-long-success.

Innis adds that this year, Aiden Lane plans to host some unique in-store events while also staying true to the team’s passion for fashion shows and pop-up shops. “We are always thinking, ‘How can we do this better?’” Innis says. “It’s about being humble and willing to learn and change each day.”

Learn more at www.aidenlanestore.com or visit the brand on Instagram at @affordablesapparel.

Aiden Lane is located at 644 Long Point Rd., Unit F at the Belle Halle Shopping Center.