We were lucky to catch up with JNICOLLE WILLIS recently and have shared our conversation below.
JNICOLLE, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
JNicolle – Wardrobe Fashionpreneur, Empowerment Coach & Philanthropic Stylist
My mission was birthed not just from style—but survival.
As a woman who’s walked through the shadows of domestic violence and come out still standing, my boutique, House of SHE Couture, was never just about clothes. It was about creating a sanctuary—one where women could be reminded of their worth, their voice, and their power. Style was simply the vessel.
My late mother, Lynda, was a cornerstone of that mission. Together, we hand-selected women who were rebuilding their lives—many from shelters, healing from trauma—and we gifted them wardrobes through an initiative now called Beyoutiful Benefits. That yearly giveaway continues today, blessing survivors with fashion that helps them feel seen, whole, and ready to step into a new chapter. For me, it’s deeply personal—because I know the silent battles behind the smiles.
Over the years, the mission expanded. From the boutique came Faith2Fashion Empowerment TV, where I now use my platform to empower women—especially 40+—to refashion their lives from the inside out. Through faith-forward content, digital conversations, capsule wardrobes, and devotional series, I’m helping women walk boldly in who they’re becoming.
Whether I’m styling someone for a symposium, a solo dinner, or a spiritual revival, my mission stays the same:
To clothe women in confidence, crown them with grace, and remind them that healing is holy—and beautiful.
This isn’t just fashion. This is legacy. This is Kingdom work.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I’m JNicolle—Wardrobe Fashionpreneur, Empowerment Coach, and founder of House of SHE Couture and Faith2Fashion Empowerment TV. My mission is to help women—especially 40+—refashion their confidence and walk boldly in their Becoming Season.
What began as a boutique to style women with purpose evolved into a platform that blends fashion, faith, and healing. Through curated wardrobe pieces, digital style guides, devotionals, and real-talk content, I help women rediscover who they are and who they’re becoming—after transitions, trauma, or simply tired seasons.
As a survivor of domestic violence, I’m proud to lead Beyoutiful Benefits, my yearly initiative blessing women in shelters with wardrobes that remind them of their worth. This work is personal. It’s purpose-driven. And it’s rooted in legacy—started with my late mother, Lynda, and carried forward through every piece I share.
What sets me apart is how I merge ministry and style to transform not just closets, but lives.
One of the things I’m most proud of is my philanthropic initiative, Beyoutiful Benefits. Every year, I host a giveaway for women in domestic shelters and survivors of abuse. Inspired by my late mother, Lynda—who helped me hand-select women to bless—this initiative reflects the true heartbeat of my brand: fashion that heals, faith that uplifts, and legacy that lasts.
For anyone connecting with my work for the first time, I want you to know:
This is more than a boutique. This is a blueprint for becoming.
You are not too late. You are not too broken. You are still Becoming S.H.E.—Stylish, Healed, and Empowered.
We’d love to hear a story of resilience from your journey.
Resilience, for me, wasn’t built in a boardroom—it was born in a prayer room.
Years ago, I found myself at one of the lowest points in my life—navigating single motherhood, working a demanding corporate job, healing from a toxic relationship, and grieving the loss of my mother, Lynda, all while trying to hold on to my dream of running a boutique. Most people didn’t see the silent tears behind the style. But every night, I’d design looks and package orders between bedtime routines and breakdowns. My boutique wasn’t just my business—it was my therapy, my ministry, and my proof that I was still becoming.
I remember the year I launched Beyoutiful Benefits, my philanthropic initiative for women in domestic shelters. I had just come out of my own survival season, but instead of shrinking, I chose to give. My mother and I personally handpicked items from my boutique and styled women who had endured what I had. It was healing on both sides of the mirror.
Resilience, to me, isn’t about bouncing back. It’s about rebuilding while bleeding. It’s showing up when everything in you says hide. And it’s trusting that God can still use the pieces of your past to design a future that fits.
That’s why I do what I do. My brand is proof that beauty can rise from brokenness—and that purpose will always outdress pain.
Can you open up about how you funded your business?
Honestly, I didn’t have a fancy investor or a perfect pitch deck. I had a tax refund, a vision, and a trunk full of faith.
Back in 2005, I took my income tax return and invested it into wholesale fashion pieces. I loaded them into the trunk of my car and started selling them after church—right there in the parking lot. Women would gather around, try things on, and before I knew it, I had a loyal clientele who believed in both my eye for fashion and my heart for service.
At the same time, I hosted what I called a Supper Club in my home. I’d cook, light some candles, play a little neo-soul, and invite women over for fellowship, style, and sisterhood. We’d eat, laugh, pray, and shop. It wasn’t just about making sales—it was about creating a safe space for women to connect, feel beautiful, and be reminded of their worth.
Those early moments were the foundation of House of SHE Couture. They taught me how to be resourceful, how to build community, and how to turn what I had into what I needed. Every dollar was purpose-driven, and every garment had a testimony behind it.
That same spirit still fuels my brand today.
Contact Info:
- Website: https://www.iamjnicollespeaks.com
- Instagram: houseofshecouture
- Facebook: https://www.facebook.com/Faith2FashionTV
- Linkedin: https://www.linkedin.com/in/nicollewillis/
- Youtube: https://www.youtube.com/@iamjnicollespeaks
Image Credits
Danny Woods Photography and Faith2Fashion Empowerment Media