We caught up with the brilliant and insightful Latonja Welch Smith a few weeks ago and have shared our conversation below.

Alright, Latonja thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Be Jeweled Boutique was born during my empty nest season. As my children grew up and began their own journeys, I wanted to create something meaningful that combined my love for fashion, faith, and community. I saw a need for stylish, quality accessories and apparel at affordable prices, and I believed women shouldn’t have to choose between looking good and staying within their budget.

What excited me most was the opportunity to empower women, build relationships, and connect with people through community events. Through faith, commitment, and consistency, Be Jeweled Boutique has become more than a business—it’s a way to inspire confidence and bring people together.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am the owner and fashion curator of Be Jeweled Boutique, a Nashville-based boutique specializing in affordable women’s accessories and apparel. I started the business during my empty nest season as a way to combine my passion for fashion, entrepreneurship, and community engagement.

Be Jeweled Boutique helps women look and feel confident without overspending by offering stylish, quality pieces at accessible prices. What sets my brand apart is the personal connection I build with customers through community events, pop-up shops, and a welcoming shopping experience.

I am most proud of growing a business that not only serves customers but also creates opportunities to connect, inspire confidence, and support local communities.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of the biggest pivots I made was during the COVID-19 pandemic. With in-person events and vendor opportunities limited, I had to find new ways to reach my customers. I shifted my focus to social media, where I began modeling the clothing and accessories myself to showcase the products in a more personal and engaging way.

This helped me connect with my audience online, increase brand visibility, and drive sales through my website. The experience taught me the importance of adaptability, creativity, and meeting customers where they are.

Can you talk to us about how you funded your business?

I started Be Jeweled Boutique using my own personal savings. I began small, purchasing inventory a little at a time and reinvesting profits back into the business. By staying focused on growth, managing expenses carefully, and remaining consistent, I was able to gradually expand the brand without taking on significant debt. The experience taught me the value of patience, discipline, and building a business one step at a time.

Contact Info:

• Website: https://www.bejeweledboutique615.com
• Instagram: https://www.instagram.com/615bejeweledboutique
• Facebook: https://www.facebook.com/615bejeweledboutique
• Linkedin: https://www.linkedin.com/in/latonja-welch-smith-85b69764
• Other: https://www.tiktok.com/@615bejeweledboutique