How this woman's love for fashion became a business

Through her boutique Amaranth Collection, Liz Whitehead strives to build wardrobes and relationships.



Liz Whitehead

When the weather can't decide if it's spring or winter, the key to dressing is layers! A long-sleeve t-shirt dress can be layered over tights or leggings, depending on the temperature. A lightweight and neutral cardigan can easily be taken on and off throughout the day. A pair of chic distressed jeans never goes out of season — wear tights in a fun color underneath on cold days for a pop of color.

Tulsa native Liz Whitehead found she had a passion for style consulting at a young age while competing in pageants. After college, she opened a small business in an empty space in her dad’s office building. However, Whitehead’s clientele quickly grew beyond the pageant community.

“There is nothing better than seeing a woman’s whole demeanor change when she finds an outfit that she really loves,” Whitehead says.

Through word of mouth, she outgrew the office space and opened a boutique in February 2014 called Amaranth Collection at 8007 S. Sheridan Road.

“We specialize in selling practical, trendy clothing for women who want to feel confident and stylish while they’re going about day-to-day activities,” Whitehead says. “I think what’s really special about our store is women can come in here with a blank slate and leave with a head-to-toe wardrobe.”

Amaranth Collection strives for affordability, as most of the inventory is under $50. However, Whitehead feels it’s the personal relationships she has built with her customers that set the store apart.

“I think the thing you can truly find here that you can’t find other places is the connection and the service,” she says. “I’ve worked really hard to make sure we’ve built a team of people who actually care.”

She often gets asked how she chose the name of her store. It began with her love of flowers, but a need to find something unique.

“When I read that amaranth meant ‘a never fading flower’ and ‘loyalty,’ it just really clicked with me,” Whitehead says. “Amaranth Collection is really just a fruition of the brand.

“We’re loyal to our customers. We provide a service standard that builds true, meaningful relationships. We try to provide quality products, but really this is more than just providing fashionable pieces. We provide a place for women to connect, build their confidence and find pieces they feel great wearing.”

 

Amaranth Collection

8007 S. Sheridan Road | 918-392-7858 | amaranthcollection.com
10 a.m.-6 p.m., Monday-Friday; 11 a.m.-6 p.m., Saturday.

 

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August 2018

The work of renowned artist Christopher Curtis will be featured at Tulsa Botanic Garden’s first sculpture exhibit March 17 through August 26. Curtis works primarily in stone and he often...

Cost: FREE for Garden members; $8 ages 13+, $4 ages 3-12. Kids 2 and under free

Where:
Tulsa Botanic Garden
3900 Tulsa Botanic Drive
Tulsa, OK  74127
View map »


Sponsor: Tulsa Botanic Garden
Telephone: 918-289-0330
Contact Name: Lori Hutson
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Cost: $12

Where:
Oklahoma City Museum of Art
415 Couch Dr.
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Telephone: 405-236-3100
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Cost: Free with admission

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Oklahoma City Museum of Art
415 Couch Dr.
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Cost: Free with purchase

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FlyingTee
600 Riverwalk Terrace
Jenks, OK  74037
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Cost: $10

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Cain's Ballroom
423 N. Main St.
Tulsa, OK
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Sponsor: LIFE Senior Services
Telephone: (918) 664-9000
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108 Contemporary
108 E M.B. Brady St.
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Telephone: 191-889-56302

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Cost: $7-$15

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Tulsa, OK  74171
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Tulsa Performing Arts Center
110 E 2nd St
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Cost: FREE for Garden members; $8 ages 13+, $4 ages 3-12. Kids 2 and under free

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Tulsa Botanic Garden
3900 Tulsa Botanic Drive
Tulsa, OK  74127
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Sponsor: Tulsa Botanic Garden
Telephone: 918-289-0330
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As the world’s largest Mexican casual dining brand, On The Border Mexican Grill & Cantina is ready to celebrate National Fajita Day with a week-long fiesta starting on Mon., Aug. 13...

Cost: $19.99

Where:
On The Border Mexican Grill & Cantina
8702 E. 71st Street South
Tulsa, OK  74133
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Cost: Free

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108 Contemporary
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The work of renowned artist Christopher Curtis will be featured at Tulsa Botanic Garden’s first sculpture exhibit March 17 through August 26. Curtis works primarily in stone and he often...

Cost: FREE for Garden members; $8 ages 13+, $4 ages 3-12. Kids 2 and under free

Where:
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Sponsor: Tulsa Botanic Garden
Telephone: 918-289-0330
Contact Name: Lori Hutson
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415 Couch Dr.
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Cost: $12

Where:
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Telephone: 405-236-3100
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As the world’s largest Mexican casual dining brand, On The Border Mexican Grill & Cantina is ready to celebrate National Fajita Day with a week-long fiesta starting on Mon., Aug. 13...

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Cost: Free

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108 Contemporary
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Telephone: 191-889-56302

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Cost: $75.00

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The Pearl District Building
1209 E 3rd St
Ste 181
Tulsa, OK  74120
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Telephone: 817-874-9609
Contact Name: Ashlee Cabrera
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Tulsa, OK  74120
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415 Couch Dr.
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View map »


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Cost: Free with admission

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Oklahoma City Museum of Art
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Oklahoma City, OK  73102
View map »


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The work of renowned artist Christopher Curtis will be featured at Tulsa Botanic Garden’s first sculpture exhibit March 17 through August 26. Curtis works primarily in stone and he often...

Cost: FREE for Garden members; $8 ages 13+, $4 ages 3-12. Kids 2 and under free

Where:
Tulsa Botanic Garden
3900 Tulsa Botanic Drive
Tulsa, OK  74127
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Sponsor: Tulsa Botanic Garden
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Contact Name: Lori Hutson
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Cost: $19.99

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On The Border Mexican Grill & Cantina
8702 E. 71st Street South
Tulsa, OK  74133
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Contact Name: Jessica Chacoff

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108 Contemporary
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Cost: Free with admission

Where:
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415 Couch Dr.
Oklahoma City, OK  73102
View map »


Website »

More information

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Cost: $12

Where:
Oklahoma City Museum of Art
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Oklahoma City, OK  73102
View map »


Telephone: 405-236-3100
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The work of renowned artist Christopher Curtis will be featured at Tulsa Botanic Garden’s first sculpture exhibit March 17 through August 26. Curtis works primarily in stone and he often...

Cost: FREE for Garden members; $8 ages 13+, $4 ages 3-12. Kids 2 and under free

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3900 Tulsa Botanic Drive
Tulsa, OK  74127
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Sponsor: Tulsa Botanic Garden
Telephone: 918-289-0330
Contact Name: Lori Hutson
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Cost: $19.99

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8702 E. 71st Street South
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Cost: FREE for Garden members; $8 ages 13+, $4 ages 3-12. Kids 2 and under free

Where:
Tulsa Botanic Garden
3900 Tulsa Botanic Drive
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Sponsor: Tulsa Botanic Garden
Telephone: 918-289-0330
Contact Name: Lori Hutson
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Cost: $12

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415 Couch Dr.
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Cost: Free with admission

Where:
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415 Couch Dr.
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Cost: $19.99

Where:
On The Border Mexican Grill & Cantina
8702 E. 71st Street South
Tulsa, OK  74133
View map »


Contact Name: Jessica Chacoff

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Cost: Free

Where:
108 Contemporary
108 E M.B. Brady St.
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Telephone: 191-889-56302

More information

Eclectic Disposition aka "DJECOG" hosts A monthly all styles dance event at the Boxyard. ​This 18+ event caters to many of the social dance scenes in Tulsa. if you are...

Cost: free

Where:
the boxyard
502 East 3rd Street
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Telephone: (918)640-1119
Contact Name: Matthew Adams
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Cost: $4-$7

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Muskogee War Memorial Park
3500 Batfish Road
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Sponsor: Muskogee War Memorial Park
Telephone: 918-682-6294
Contact Name: Brent Trout
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Cost: FREE for Garden members; $8 ages 13+, $4 ages 3-12. Kids 2 and under free

Where:
Tulsa Botanic Garden
3900 Tulsa Botanic Drive
Tulsa, OK  74127
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Sponsor: Tulsa Botanic Garden
Telephone: 918-289-0330
Contact Name: Lori Hutson
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Cost: $12

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415 Couch Dr.
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View map »


Telephone: 405-236-3100
Website »

More information

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Cost: Free with admission

Where:
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415 Couch Dr.
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View map »


Website »

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Cost: $19.99

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On The Border Mexican Grill & Cantina
8702 E. 71st Street South
Tulsa, OK  74133
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Telephone: 191-889-56302

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300 Aquarium Drive
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Cost: Admission is $8.00 ($4.00 for children under 12)

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