As a self-funded entrepreneur, Heidi admits purchasing her first building was a scary experience, but she trusted God would provide. Before she bought 2024 Morris Avenue, Heidi visited the Birmingham Public Library countless times, pouring through historic documents and phone books to learn the entire story of the building from when it was built until its abandonment in the 1960s. In order to preserve its history, Heidi restored the façade of the building in the same structure as the historic images from when the building was originally constructed.

After discovering her building was listed in the National Register of Historic Places, Heidi went through the lengthy process of applying for historic tax credits. Once approved, Heidi had to follow strict restoration guidelines—including keeping the original brick and painstakingly removing the paint by hand—to ensure the building was restored to historic standards. At the time of purchase, the 8,000 square foot building had no power or plumbing. Heidi worked side by side with the construction team for eight months to bring her vision for her atelier to life.

When Heidi bought the building, it had popcorn ceilings and carpets covering the floors. Heidi ripped it all away to find the original wooden beams and original tongue and groove hardwood floors. In certain places where the wood was missing, Heidi used reclaimed wood from other historic buildings to replace the floors where needed. The main floor consists of the bridal shop, while the upstairs was transformed into office space, production room, and a fully livable apartment.

Heidi loves the idea of taking something that was once beautiful but people gave up on and then bringing back that beauty. She learned that this building caught fire in 1954, leaving charred beams on the upstairs ceiling. Once she determined they were still structurally sound, Heidi kept the burned beams because it told the story of this historic landmark.

716 Pratt Avenue was a Hallmark store prior to Heidi purchasing it in 2021. The entire building had to be gutted and outfitted with new HVAC, plumbing, and electrical systems.

Renovating in the middle of a pandemic was no easy feat. It took 15 months to complete the 2,400 square foot space. As Heidi designed the space, she wanted it to mimic the style of the heidi elnora Atelier while still having its own presence in a smaller space. She carried through the classic glam aesthetic of the atelier, then injected fun accents like the “Star of Huntsville” motif and a bold blush pink ceiling.

Just as with 2024 Morris Avenue, Heidi wanted to transform a portion of 716 Pratt Avenue into a rented retail space to support other local entrepreneurs. She completely refinished the entire back space; this included painting the interior and exterior, staining the concrete floors, and installing a garage-style door.