Brick by Brick: Building a Retail Space with Vision” Featuring DeAnna Sargent
Whether it’s her effortlessly distinctive style, the inviting warmth she brings to every in-store gathering, or the timeless allure of her unforgettable Mo’ Betta Blues jazz nights, DeAnna Sargent is a name that lingers long after the encounter. As the visionary behind the beloved brand Halsey Street & CO. and now the Co-Founder and Co-Owner of Apart[meant], she and her partner Angel continue to shape the culture of retail. Their latest concept blends fashion, art, and interior design into one thoughtfully curated space — a boutique experience that feels as intentional as it is inspiring.
Growing up in New Haven, Connecticut—a city known for its beaches, rich food scene, and vibrant African American culture—DeAnna often felt like she didn’t quite fit the mold. But what once felt like misalignment became her creative fuel. Transforming those early feelings of otherness into a mindset rooted in self-expression and individuality, she’s used that perspective to carve out her voice and her vision within the creative industry. With direct access to New York, DeAnna made a quick move to Brooklyn after graduating high school to major in interior design.
DeAnna: “I was young and independent, and I knew whatever came next-I was going to give it everything I had.”
After working in interior design, DeAnna was offered a role as a buyer for a family-owned design boutique in New York. It was there that she truly grasped the meaning of the word “curate”—learning what it takes to make something not just beautiful, but meaningful. From merchandising to storytelling, and understanding every moving part from concept to execution, the experience gave her a deep, hands-on education in the art of creating spaces with soul. A few years later, in 2016, DeAnna found herself in the heart of the Queen City — Charlotte, N.C. It was there that Halsey Street & Co. was born, marking her bold entry into the world of fashion, retail, and entrepreneurship.
How did you choose the name Halsey Street & CO.?
DeAnna: Halsey was the name of the street I lived on in Brooklyn, New York — and it’s where I felt most creatively inspired. Naming the brand after it felt like a personal nod to that chapter of my life that was filled with excitement and unique finds. It carries a sense of nostalgia, especially since I missed the energy of the city.
What made you decide to launch your own company?
DeAnna: Once I moved to Charlotte, I found it difficult to break into the corporate fashion space, especially in buying. It’s already such a niche market here, and despite my experience and passion, I felt like no one was willing to give me a real shot.
So, I thought to myself-
“How can I gain experience if I can’t get hired?”
That’s when I decided — if no one was going to give me the opportunity, I’d create it for myself. I became my own buyer for my own brand. It was empowering to take control of my vision and curate something that truly reflected my style, values, and the community I wanted to serve.
What were those initial day’s of being a new entrepreneur like and what was your biggest take away?
DeAnna: Every day was an adventure! My brand was strictly ecommerce, I had to get creative offline to generate buzz and more importantly, establish my presence. I hosted pop-ups throughout Charlotte and in neighboring cities like Atlanta and Charleston — and that’s where I truly discovered my audience. Meeting people face-to-face gave me a clear picture of who was drawn to the brand and why. My biggest takeaway…well I have two…
1.) Use your community!
Don’t spend hundreds on a photographer right away—start with a friend who has a good camera and knows our angles. The first photos I used for my website were pictures of me modeling the clothes that one of my close girlfriends had taken, and we had so much fun!
2.) Stay in contact with your customers outside of sales and new collections!
Learn their names, take time to learn about the people who are shopping with you, and stay in contact with them through socials.
In an industry built on relationships and shared vision, how have partnerships influenced your growth to where your business is today?
DeAnna: My partner Angel and I rekindled in 2020 and he helped me resurrect Halsey Street &CO after I took a hiatus. He saw how much inventory I had and said, “you’re sitting on money, so let’s make some money!” Thinking back to that time Angel really helped me re-gain my confidence back, by supporting me and just being there.
“Partnership is a big part of business and often crucial to your success. You can’t always do things to the best of your ability by yourself. Angel helped me tap into that person I was afraid of being.”
He was the strength to my weaknesses, and we were able to establish business roles quickly because of that. I was the behind the scenes, subtle queen and Angel was the marketing king. I bring the product in, and he sells it!
Walk us through how you established your first brick and mortar Roam and Dwell.
DeAnna: Angel had this concept where he wanted to infuse Fashion and Interiors. One day, he put me on FaceTime and held up a circular diagram he’d sketched in his apartment, it was a map of all these different facets that lead to this store that had fashion, art, interiors, and community. I had always dreamed of owning a brick-and-mortar space and knew it would happen eventually, but the moment I saw that visual, I felt it — this was something special, something worth building.
In 2022 Angel and I were walking around Plaza Midwood one day and stumbled upon the original “Roam &Dwell” store which was a vintage boutique at the time. We fell in love with the overall layout, and both left feeling inspired, saying we’d love to have a retail space like that one day. Over time, we casually explored a few other retail locations, but none felt quite right. Then, a year later, the stars aligned. One of Angel’s cycling friends, who owns a salon in the neighborhood, called to say the owner of Roam & Dwell was ready to let it go. Just like that, the space we’d once admired from the outside became ours. In 2023, we took over the boutique, reimagined it, and I brought Halsey Street & CO. into the fold to shape what is now our shared vision.
Why not change the name and make it Halsey Street &CO?
It would have been more work than it was worth. And I felt like having a new name meant starting a new chapter, with not just me but me and my partner.
How did you decide on your store’s niche and aesthetic?
DeAnna: Angel grew up in NY and of course I lived there for a bit, and that’s where we were happiest and felt most inspired, so we knew we wanted Roam and Dwell to be a nod to that. We wanted R&D to be bold, raw, cool, and edgy. And we made sure to showcase that through not just the clothing but our overall store design and the art and furniture we decided to bring in.
We wanted to make our whole store shoppable while providing an experience. A welcoming and bold experience.
What were some of the hardships you ran into while opening your brick and mortar?
DeAnna: Well, the foot traffic sucked. For one we opened during the summer months which is a big no no in retail.
Note to the public, the 3 J’s of the year are horrible for retail. January kicks off the year with consumers tightening their wallets after holiday spending sprees. By June and July, many have escaped to their second homes, are traveling with family, or are simply checked out for the summer season. For retail, it’s a trifecta of quiet months — so plan accordingly.
After spending all of May in the North Carolina heat prepping to open, we finally launched with amazing product—only to be met with silence. Charlotte was quiet… tumbleweeds and crickets. On top of that we took over the previous owners’ social media and it took us a while to get in administratively to take over, so we couldn’t promote on social media like we wanted. Both of those things effected our financial situation as we were banking on foot traffic and people! We ended up having to play catchup and I went back to work on the side to keep everything afloat. Thankfully we made it and were able to clean up the mess and prepare for the holiday months.
How did you establish the new culture of Roam and Dwell?
DeAnna: We changed the offerings that were initially provided in the store. The original owner focused on secondhand clothing, vintage accessories, and antique furniture, so we knew we had a bit of work to do. Me and Angel really wanted to put an emphasis on the Fashion, Art, and Design concept of our store, so we threw our first F.A.D event in August- hosting artists, designers, stylists, fashion influencers and people in our community from all around the city and it was monumental, and that event truly set the tone of our retail space! We had live jazz music, great drinks, good vibes, and really really good product.
“I knew early on who I wanted my customer to be and so did Angel- and we made sure to curate a space for her, her friends, family, and community.”
What is your definition of culture?
DeAnna: A multifaceted community of individuals that share similar interests. But not by first glance- you know how some people look like they would be friends, not that, I’m talking about a very diverse community of like mindedness.
Now that you have since relocated to a new space and changed Roam and Dwell to Apartment, what’s next?
Growth. We wanted something that reflected this new chapter and space. Apart[meant] feels like stepping into our New York apartment: warm, intentional, and sensory. From music to visuals, scent to layout, everything is designed to make you want to stay a while. Me and Angels good energy is so concentrated in this space, we often attract the good, making it a bit easier to transition in this new space.
Editor’s Note: While we’ve only begun to uncover her story, one thing is certain — DeAnna Sargent’s evolution within the fashion industry has been nothing short of remarkable. Each role, encounter, and experience has shaped her vision and voice. And if this chapter is any indication, her journey is only just beginning. Follow and stay up-to date with Apart[meant] by connecting with them on Instagram @a.part.meant and visiting their brick-and-mortar store located at 811 Providence Rd.
