The 4 Tips That Helped Jasmene Bowdry Leave Corporate America To Launch Her Own Boutique
Jasmene Bowdry was living the American Dream. With a lucrative, high-level job in corporate America and enough disposable income to travel whenever and wherever she wanted, the sky was the limit for the fashion buyer. With a promising future working for high-end luxury fashion brands like Saks Fifth Avenue and a constantly increasing bank account, from the outside looking in, it seemed like Jasmene had it all figured out, but for some reason, she still wasn't happy.
Like most of us, Jasmene grew up with the belief that to truly reach a level of optimum adulting, you had to go to school, get a degree, find a good job, and retire. But as Jasmene matured and continued to excel in her career, she began to question this way of thinking. "It really just came to a point in 2015 where I was like, okay, how can I merge these passions of mine? I love fashion, I love business. How can I really merge all of that together and do something that really fulfills me?"
While she had pursued her dreams of becoming a boutique owner in her spare time away from work, reality hit her like a ton of bricks when she was let go from her full-time job and forced to explore other options. Although Jasmene had plans of leaving corporate America in the future, she learned to see her seemingly spontaneous misfortune as an act of God. She explained:
Courtesy of @JasmeneMache
"When you pray for things, God will make them happen in his time, and I was just like well this is just the time; that God wanted it to happen sooner than I did. So, to me, it was a blessing."
It takes a truly ambitious woman to shift her paradigm to see the obstacle in every opportunity, and for Jasmene, the now-owner of SHIFT StyleHouse fashion boutique, that transformation inspired the career of her dreams. As a young girl from Lansing, Michigan with a love for dressing up paper dolls, Jasmene never imagined that celebrities like Tyra Banks and Sarah Jakes Roberts would wear pieces from her boutique thanks to stylist J. Bolin, or that she'd have the opportunity to open her own pop-up boutique space in Macy's next month. But God has a funny way of pushing us into our passions.
Along with preparing for her brand debut at The Market @ Macy's in Lenox Mall on July 7th, Jasmene also spends her time as a business coach who helps women learn the ins and outs of starting their own boutique.
We sat down with Jasmene, who got real about most important things every woman should know when launching their own businesses:
Know Your Audience
So you've decided to get like our girl Jas and step out on faith to start a new business. While your first thought may be creating an Instagram page or finding a web designer, Jasmene advises that we apply a different method. Instead of focusing so intently on the aesthetic aspects of your business, get to know everything you can about your ideal customer.
Knowing your customer and honing in on your target audience to be more niche than broad is key to seeing success in your business. This is part of the reason Jasmene started her online coaching business, The Boutique Teacher. She told xoNecole, "Many times when people start boutiques, they want it for the masses. They want everybody to come shop. And when you're trying to sell to everybody, you sell to nobody."
"When you're trying to sell to everybody, you sell to nobody."
Take Your Time
Knowing your customer isn't just about filling out a worksheet, issa process. Doing the work can mean taking days, weeks, or even months to develop and evolve your business. Jasmene shared that because her target audience drives the core of her business, she uses this information to make any and every major decision that she's confronted with. "I really dove down into like, who my girl was. When I decided that I'm going to rebrand, it wasn't something that happened overnight. It was months of work and research to really understand who my ideal customer was. It was months of finding the perfect pieces that fit along with her lifestyle."
For Jasmene, getting to know her ideal customer meant using her imagination, even giving her target client a name. Once she made the decision to focus on that aspect of her business, she hasn't looked back.
Standing Out In A Crowd
Anyone who's ever dipped a toe in the fashion industry knows that thriving in an oversaturated market is no easy feat. There are new businesses popping up every day, b; so it's important that you find a way to stand out from the crowd. The SHIFT Stylehouse owner emphasized the power of staying in your own lane, because no one can do you like you.
As an introvert with just a dash of social anxiety, at times, it's hard for Jasmene to be in front of the camera. But, according to her, moving in silence isn't always the best move. She told xoNecole that the key to conquering your market is just being you, sis. "Sometimes you gotta pop out. Sometimes you do have to show yourself so that people can see you and understand you because people buy into the stories of the people they buy from; who they trust and love and who they can connect with. So sharing your unique story is really what will set you apart in this industry."
"Sometimes you gotta pop out. Sometimes you do have to show yourself so that people can see you and understand you because people buy into the stories of the people they buy from; who they trust and love and who they can connect with."
Stop Purchasing Vendor Lists
Starting a business is hard, but nothing that's truly worth having will come easily. The same is true when you're starting a boutique, and according to Jasmene, the easy way isn't always the most lucrative. I can admit that I've fallen victim to buying a wholesale vendor guide on a whim, hoping that it would help me fulfill all of my entrepreneurial dreams, but Jasmene informed me that this way of thinking was dead wrong.
"It's deeper than somebody just putting in the names of vendors on a spreadsheet. You need to build a relationship with wholesalers and manufacturers. You need to touch the quality of the product before you decide you're going to try and sell that to somebody," the style curator explained. "I see what a lot of starter boutique owners do is, they have the idea that they want to start a boutique and now they're like, 'Okay, well where do I source the product?' So they think that getting a vendor list is the solution to that."
Jasmene advised that although that vendor list may be specific to one audience, it doesn't necessarily mean that vendor's products will work for your ideal client. Vendor lists have the potential to stunt your growth, and if you're not careful, can be a real waste of money.
Feel The Fear & Do It Anyway
Courtesy of @JasmeneMache
Maybe you think you don't have enough money to start a business. Do it anyway. Maybe you think you're too old to step out on faith and leave your job. Do it anyway.
According to Jasmene, we will never truly feel like we have enough, know enough, or are enough to follow our dreams. Her mantra since leaving her job in corporate America has been, "'Feel the fear and do it anyway.' There's so much greater on the other side of fear. There's so much more outside of your comfort zone, and I was so comfortable working in corporate America. I wasn't fulfilled, but I would think that my paycheck was fulfilling me."
According to her, if she had one piece of advice, it would be: "Take the leap, take the risk. Never get too comfortable. Never. Had I taken risks earlier in my life, then the brand could have probably been so much further. But that's not something I harp on, there are no regrets. Everything happens in the timing that it is supposed to happen."
"Take the leap, take the risk. Never get too comfortable. Never."
If you're in Atlanta this month, make sure to check out Jasmene's brand, SHIFT StyleHouse at The Market @ Macy's while it's available for a limited time in Lenox Mall in Buckhead!
You can keep up with Jasmene via Instagram @jasmenemache and shop her dope collection at SHIFTStyleHouse.com.
Featured image courtesy of @jasmenemache.
Taylor "Pretty" Honore is a spiritually centered and equally provocative rapper from Baton Rouge, Louisiana with a love for people and storytelling. You can probably find me planting herbs in your local community garden, blasting "Back That Thang Up" from my mini speaker. Let's get to know each other: @prettyhonore.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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From Toxic Traits To Transformative Growth: Understanding Evolved Vs. Unevolved Zodiac Signs
Explore your sign’s 2024 horoscope predictions to learn what is in store for you this year in love, career, and more. Check out the love compatibility of each sign to learn more about zodiac pairings and all things compatibility.
Have you ever heard someone talk about a certain zodiac sign and wondered why your experience of that particular sign has been completely different? We have all heard about the notorious Gemini Man or Virgo Man being a difficult partner to have in love, but does this apply to all Geminis and all Virgos? Well, this is where the discussion of evolved signs vs. unevolved signs comes in. It’s the idea that, while some toxic or challenging traits are more prevalent in certain signs, it also depends on the individual at hand and on whether or not they have evolved in life.
Evolved vs. Unevolved Signs: A Guide
Astrology is life-changing not only because it allows you to learn more about yourself, but it also allows you to see certain behaviors or traits in yourself, and change them if you are not happy with the way they manifest in your life. To be evolved means to learn and develop. In order to tell whether you are dealing with an evolved sign or an unevolved sign, look at the way they navigate their strengths and weaknesses. We are all predisposed to certain behaviors aligned with our zodiac sign; it’s how you grow from your experiences rather than what you accept as a defining characteristic of who you are.
Evolved signs have done the inner work, unevolved signs make excuses for their behavior.
When we are talking about evolved zodiac signs, we are talking about the Virgo who appreciates progress more than perfection, the Libra who trusts that they can stick to a decision rather than accepting they are incapable of making the best one, and the Aries who takes intentional action rather than an impulsive one. It’s those people you meet and they make you change your perspective on a certain sign you may have had a negative experience with in the past. An unevolved sign, however, is the Aquarius who isolates rather than expresses how they are feeling, the Scorpio who lets their jealousy get the best of them rather than trusting their connections, and the Leo who puts their ego before anything else.
The good news is that if you feel you are living a more unevolved version of your zodiac sign, you can change this by first addressing where you may be self-sabotaging, and where you can highlight more of your strengths. Healing from past traumas, seeking a therapist or astrologer, or overall making your well-being more of a priority all will benefit. When you are feeling good within, you attract more experiences to you to where you can be that evolved version of yourself rather than entertain old habits or ways of relating that don’t serve you.
It takes work, but the more you tap into the evolved version of yourself and strengthen this part of you, the less you will revert to your old ways or attract those same types of toxic or unevolved people towards you.
So, how do you know which side of the coin you are dealing with or are yourself? Read below to find out more about the traits and characteristics of the evolved vs. unevolved signs of the zodiac.
EVOLVED ARIES
- Confident
- Methodical
- Disciplined
- Leader
- Energetic
UNEVOLVED ARIES
- Aggressive
- Short-tempered
- Reckless
- Arrogant
- Impulsive
You’ll know whether you are dealing with an evolved Aries versus an unevolved Aries through the way they communicate and approach others. If they are confident and encouraging, you are dealing with an evolved Aries who is comfortable with who they are but also doesn't feel the need to force their energy on you. Unevolved Aries will make you take a step back, evolved Aries will make you want more. Aries’ strengths are that they are bold and assertive, but an unevolved Aries tends to create more disagreements or challenges with others in the process.
EVOLVED TAURUS
- Abundance-mindset
- Grounded
- Generous
- Compassionate
- Trustworthy
UNEVOLVED TAURUS
- Materialistic
- Stubborn
- Lazy
- Vengeful
- Envious
An evolved Taurus versus an unevolved Taurus can be differentiated by the person who has stability or who has goals in life that they share with you and are working towards. The unevolved Taurus you will most likely find on the couch, demanding that you give them what they need at the same time. Unevolved Tauruses tend to show traits of envy or jealousy when you are explaining a recent win to them. An evolved Taurus will be the first person you want to go to with the good news, and they are a big support and secure person to their loved ones.
EVOLVED GEMINI
- Communicative
- Curious
- Creative
- Innovative
- Fun
UNEVOLVED GEMINI
- Confusing
- Chaotic
- Disorganized
- Bored
- Unpredictable
An evolved Gemini will have you feeling understood, heard, and inspired. They are fun and light-hearted people to be around. An unevolved Gemini will have you questioning them, life, and everything in between- and will create unneeded chaos in your life. Unevolved Geminis are notorious for being unavailable and disloyal in relationships, and you can tell the difference between whether they are evolved or not by what they do when they are bored. Do your Gemini create or connect, or do they do something destructive, leaving you feeling a deep sense of distrust around them?
EVOLVED CANCER
- Compassionate
- Nostalgic
- Supportive
- Nourishing
- Protective
UNEVOLVED CANCER
- Moody
- Holds a grudge
- Pessimistic
- Manipulative
- Clingy
An evolved Cancer leaves you feeling supported, nourished, and loved. An unevolved Cancer may make you feel the same way, but will be hot and cold on when and how they show it. An evolved Cancer will be your go-to and someone you can trust with basically anything. An unevolved Cancer, however, you will steer away from and not want to express yourself to them for fear of them making things worse. Evolved Cancers understand their emotions, unevolved Cancers let their emotions get the best of them.
EVOLVED LEO
- Self-confident
- Passionate
- Generous
- Motivating
- Kind-hearted
UNEVOLVED LEO
- Entitled
- Angry
- Selfish
- Controlling
- Dramatic
Evolved Leo has an evolved ego. They have a strong sense of self, they know who they are and what they want, but they don’t let that get in the way of how they treat others. Unevolved Leos command the room in a way where you are looking at them in shock rather than in awe. Unevolved Leos think the world revolves around them, evolved Leos think the same thing but also want other people to be in that world or think the same thing about themselves as well. Evolved Leos are like the Sun, and you will feel enlivened in their presence.
EVOLVED VIRGO
- Organized
- Caring
- Down-to-Earth
- Inspiring
- Helpful
UNEVOLVED VIRGO
- Perfectionist
- Overly critical
- Resentful
- Anxious
- Cynical
The easiest way to tell the difference between an evolved Virgo and an unevolved Virgo is the way they make you feel. If they make you feel inspired and like you can accomplish or experience great things, you are dealing with an evolved Virgo. If they are overly critical of everything you do, you are dealing with an unevolved Virgo. Evolved Virgos help you grow, unevolved Virgos tend to make you feel incapable of that. Evolved Virgos can laugh off or let go of the little things, unevolved Virgos will get caught up in them.
EVOLVED LIBRA
- Relationship-oriented
- Balanced
- Charming
- Diplomatic
- Fair
UNEVOLVED LIBRA
- Codependent
- People-pleaser
- Flaky
- Indecisive
- Dishonest
Evolved Libras make some of the best partners, friends, and confidants. Unevolved Libras make some of the hardest of the above to maintain. The difference between the two is the Libra's ability to find the balance between their needs and the needs of others. Libras are relationship-oriented people, but unevolved Libras tend to let this trait get the best of them and will be in and out of relationships and never really settle down to figure out what they truly want and need. Evolved Libras love, but will not sacrifice their sense of self in the process.
EVOLVED SCORPIO
- Passionate
- Mysterious
- Intuitive
- Transformative
- Resilient
UNEVOLVED SCORPIO
- Obsessive
- Secretive
- Reclusive
- Destructive
- Ruthless
The difference between an evolved Scorpio and an unevolved Scorpio is their ability to let go. Evolved Scorpios have learned from their past and have made their life better in the process. Unevolved Scorpios hold onto a lot of resentments and often cause themselves or others emotional turmoil. Evolved Scorpios can let people in and make some of the most loyal, protective, and supportive partners. Unevolved Scorpios tend to be very distrustful of others and have a hard time letting go of control in any way or letting people get close to their inner world.
EVOLVED SAGITTARIUS
- Outgoing
- Optimistic
- Spiritual
- Adventurous
- Genuine
UNEVOLVED SAGITTARIUS
- Dramatic
- Brash
- Superiority-complex
- Unreliable
- Careless
The evolved Sagittarius are inspiring, optimistic, and hopeful. The unevolved Sagittarius is just about the complete opposite of that. Evolved Sagittariuses have learned to fuel their adventurous spirit with intentional action rather than recklessness, and are there for their loved ones rather than leaving people hanging or being unreliable. Unevolved Sagittariuses can be very rude and aggressive and will mask this behavior with humor. They can be very harsh, rather than the evolved Sagittarius who is still outgoing, but is also genuine and confident and aligned with their highest self.
EVOLVED CAPRICORN
- Hard-working
- Loyal
- Stable
- Sensible
- Ambitious
UNEVOLVED CAPRICORN
- Workaholic
- Unforgiving
- Rigid
- Stubborn
- Dominating
When you are looking at an evolved Capricorn, you find yourself in the presence of someone loyal, hardworking, and down-to-earth. An unevolved Capricorn can be judgemental and cold, with only their personal goals in mind. Unevolved Capricorns seem to be stuck in the same place in life, and unmoving in what they believe is best for them. Evolved Capricorns are open to feedback and are flexible enough to figure out what is truly best for them, to explore, and to allow someone else to lead them at times. Evolved Capricorns are responsible and productive but take care of their well-being in the process.
EVOLVED AQUARIUS
- Freedom-oriented
- Logical
- Friendly
- Open-minded
- Outgoing
UNEVOLVED AQUARIUS
- Distant
- Cold
- Disloyal
- Detached
- Superiority-complex
Evolved Aquarius and unevolved Aquarius are mirrors of each other. The evolved version of Aquarius is friendly, open-minded, and supportive of not only themselves but of others as well. The unevolved version of Aquarius can be quite distant and detached from their relationships and life altogether and can be hard for people to get close to. Evolved Aquariuses value their independence, but don't use escapist behavior as an excuse for their actions. Unevolved Aquariuses will leave someone on read for months instead of just telling someone how they feel.
EVOLVED PISCES
- Loving
- Intuitive
- Compassionate
- Creative
- Romantic
UNEVOLVED PISCES
- Consuming
- Escapist
- Moody
- Distant
- Unrealistic
Evolved Pisces are the artists, muses, lovers, and dreamers. Unevolved Pisces may have that same creative energy but tend to wear rose-colored glasses that get them into trouble in the process. Pisces are hard to grasp in the first place with their fluid, mutable nature, but an unevolved Pisces will make that distance feel like miles. Unevolved Pisces can get pretty messy and will act out on their emotions without getting the full picture or giving themselves time to sort things through. Evolved Pisces on the other hand, let their emotions inspire them and know how to step into their true power.
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