Life Is Good fashion retailer expands into downtown Chattanooga

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Photo by Dave Flessner / Roy and Jacqui Gress appear with smiling stick figure Jake at the new LIfe is Good store at 411 Broad Street in downtown Chattanooga.

Roy and Jacqui Gress opened a fashion store known as Mountain Vibes in St. Elmo last year amid the COVID-19 pandemic that hurt many retail stores.

Although they ultimately decided to close their St. Elmo store and try another venture, the Gresses remain optimistic about their future and Chattanooga, where they moved to from Florida five years ago.

“We visited Chattanooga almost every fall for 20 years and fell in love with this city and all it has to offer,” Roy Gress said.

That spirit of confidence and joy is reflected in the Gresses’ newest business, the Life is Good fashion store that opened last week in downtown Chattanooga.

“We think of ourselves as optimists and we have always liked the

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