We were lucky to catch up with Jaquana Howell recently and have shared our conversation below.

Jaquana, thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

As a boutique owner, I don’t overcharge my customers.. I will never pay $12 for an item “wholesale” and charge $80 because it’s “trending”. Or because I have 14k following! I try to provide my crowd of customers with affordable trending clothes & accessories.

Jaquana, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi, My name is J. howell known as “Jada” to many… I’ve been in the “Boutique” industry since 2014. However, Over the 8 years, I’ve stopped selling Merch twice. Almost quit and gave up. It ain’t as easy as you may think. I’ve created custom items as well… I was part owner of the “Made In Brooklyn” Merch. I went on to solely create some more tees. “Brooklyn” in “Hebrew” alphabet. I’ve sold 100’s of both collections. From that, I started to take the boutique serious, again. Since then, I have just been doing everything on my own. One day I will have a big enough budget to bring a team on. While juggling being a mom to a 9yr old and also doing janitoral work for NYC. I always said if it didn’t work, my daughter college funds would be set. She would have a good life insurance policy. She would have good health insurance. My goals now are different from 8YRS ago so I’m more serious now. A lot of time I can’t get back however I’m on a marathon… NEVER STOP! Keep going… 🙏🏼

We’d love to hear a story of resilience from your journey.

Ok, so I had some customers that ordered from me then called their bank and had money returned to them. I was pissed. So, what do a NEW business owner do- engaged, which was the worst thing I can do. I believe this was 1 of the times I almost gave up and said I’m over it. I had to think it over. I knew this business and my daughter was my key. My golden key. I couldn’t just give up that fast. My resilience has been the best thing that has happened to me… I got it together and took the “L”. It made me stronger. It made me understand more. I educated myself. From than, I will always come back from anything trying to take me down.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Never go into business thinking your family or friends will be your supporters. They’re actually the last to support your business. I’m actually fine with that. Family always want a discount anyway LOL

Contact Info:

• Website: www.dopeapparelboutique.com
• Instagram: @ Dopeapparel_boutique
• Facebook: DopeApparel Boutique