Alright – so today we’ve got the honor of introducing you to TJ Harris. We think you’ll enjoy our conversation, we’ve shared it below.

Hi TJ, thanks for joining us today. How did you come up with the idea for your business?

Jouéur was born from a realization that a particular group has endured centuries of intentional oppression, leaving an indelible mark on their psyche. Amidst this struggle, the psychological toll has always been overlooked. Jouéur is on a mission to restore a sense of belonging and self-esteem systematically deprived from this group by reshaping minds with confidence and positive self-image. Jouéur is not just a brand; it’s an ideology and a belief, a commitment to healing and empowering our own communities for a brighter collective future.

The circumstances that fueled Jouéur’s inception were rooted in the recognition that traditional fashion narratives greatly deducted from our communities but did little to acknowledge the psychological effects of systemic oppression. The emotions embedded in this realization ranged from frustration to determination. The logic behind Jouéur’s creation stemmed from the conviction that fashion could be a powerful tool for psychological restoration, and by doing so, it could contribute to reshaping mindsets with confidence, belonging and positive self-image.

The worthiness of this endeavor became evident when considering the unmet need – a substantial gap in the market where no other company was explicitly prioritizing Black psychological needs let alone addressing the intersection of fashion, mental health, and the unique struggles of minority and underserved communities. The excitement was derived from the prospect of not just offering clothing but fostering an ideology and belief system that will change the functionality of the world. Jouéur became a commitment to healing, empowerment, and redefining societal norms and narratives for a brighter collective future. It’s not just a brand; it’s a movement.

TJ, 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?

Tj Harris, Chief Executive Officer and Founder of Jouéur Inc. is an unwavering beacon of commitment and passion in the realm of community empowerment. A multifaceted individual, Tj is not just an author, CEO, community facilitator, celebrated speaker, and wellness coach—he is a visionary leader whose dedication to confidence building and character development is unparalleled. At 26, his life commitment to empowering minds led him to establish Jouéur, a brand that transcends fashion to address the psychological toll of systemic oppression. Jouéur is more than a brand; it’s an ideology, a commitment to healing, and a beacon for positive change. “I take pride in using fashion as a tool for an astronomical goal—building confidence and positive self-image in underserved communities” Harris said. Join me in this transformative journey because, at Jouéur, we believe in the power of empowerment and collective progress.

Jouéur uses luxury fashion to empower the mind and improve self image in our wearer. There are mental barriers that are unique to the minority experience and Jouéur designs fashion to combat that. Belonging and esteem are vital threads that weave the fabric of Identity and self-worth. At Jouéur, we recognize the unique mental barriers faced by minorities, and our luxury fashion transcends mere garments to become a transformative force for uplift. Much like Maslow’s hierarchy of needs, our designs aim not only to cover the body but to elevate the mind, providing a sense of belonging and bolstering esteem. We believe that true empowerment begins with the affirmation of one’s identity, and Jouéur stands as a beacon for minority pride, acceptance and communal uplift.

How’d you build such a strong reputation within your market?

At Jouéur, our unwavering commitment to community service and prioritizing people has been the cornerstone of our brand. Putting the needs of our community first, we’ve built a reputation rooted in genuine care and dedication. This commitment has fostered not just brand loyalty but a deep connection with our community, making Jouéur synonymous with trust and positive impact. Our reputation is a reflection of our sincere dedication to making a meaningful difference in the lives of those we serve.

With Jouéur, our commitment to community service goes beyond philanthropy; it’s our dedication to reshaping societal norms that disservice minorities and uplifting underserved young adults by addressing shared traumas that affect their well-being. We believe that self-esteem and a sense of belonging are fundamental to personal development and community empowerment. By placing these pillars at the forefront of our mission, we contribute not only to the physical needs of our community but also to the psychological well-being of each individual we serve.

Our success is deeply intertwined with the positive impact we’ve had on the psyche of underserved youth. Through innovative programs, mentorship initiatives, and mental health awareness campaigns, we’ve provided tools for self-discovery and personal growth. The stories of transformed lives and the profound impact on self-esteem validate our approach. It’s not just about fashion; it’s about fostering confidence, resilience, and a strong sense of identity in the communities we touch.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Jouéur’s most effective strategy for client growth stems from our keen ability to identify and address unmet needs within our community. Recognizing the impact of unaddressed social trauma and prolonged brutalization on the psyche of underserved young adults, we’ve tailored our approach to provide a unique solution. Our focus on building self-esteem and fostering a sense of belonging has become a powerful antidote to the mental health challenges faced by these individuals.

By addressing the root causes of societal issues, we’ve not only provided a solution to unmet needs but also contributed to the larger goal of pushing society forward. The success of this strategy is evident in the growing number of individuals who find solace and empowerment through our programs. We are not just a fashion brand; we are catalysts for positive change, using our platform to heal and strengthen the mental well-being of the communities we serve.

Contact Info:

• Website: https://joueurgalerie.com
• Instagram: https://www.instagram.com/joueurfashion/
• Facebook: https://www.facebook.com/JoueurFashion
• Linkedin: https://www.linkedin.com/company/95033856/admin/feed/posts/

Image Credits
TJ Harris Creative Director, Nefertiti Photographer, Sterling Gold photographer