More and more, I'm getting back to the WHY of my business & sharing that with our tribe because I don't feel like I've been open about the start of JOELLE & my fashion journey. ❤⠀
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Let's be real. In high school, I cared more about wearing sweats & hanging out with my boyfriend than the latest fashion trends. 😂 I didn't start picking up on fashion until I was in college -- when I was suffering most from eating disorders. From body image issues, to diet pills and bulimia, I hated the way I looked. But mostly, I hated the way I FELT. I vowed to make a change -- I needed to love myself.⠀
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Fashion saved me. It gave me the confidence to love myself for who I am. It didn't matter if it was a new top, the perfect heels, or the comfiest pair of sweats -- it made me stop hating me for me & looking at myself in a new way. ✨⠀
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When I decided to leave my corporate fashion job in NYC to pursue this dream of owning my own boutique, I wanted to share what fashion did for me with other women. I didn't care if it was a simple candle, a cute hat, or a huge shopping spree -- I wanted to give women the boost of confidence & help with self-love. I wanted women to leave my shop FEELING GOOD with an extra hop in their step.⠀
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This is my why + it's something I strive to work for every day in my business. No matter how small or how big we may be, I will never veer from that vision. You can always come here and find chic, effortless, timeless, with a touch of trendy pieces -- but what matters most to me is how you feel when you leave 💖