A look inside the new boutique on the Salem square
Born is “a boutique for the dreamer and free thinker” and its owner, Lakin Jones, lives that out.
What was once Sisters in Salem is now under new ownership with Jones as of this spring. The coastal, bohemian-style clothing store officially opened in late March.
Previous owners Jennifer Tomlinson and Allison Ezzell sold the store to Jones.
“I had been working for Jennifer and Allison on and off for probably about six years and then full time for the past year or so,” Jones said. “I really formed a lot of friendships and relationships with people in the community so that was kind of what made me decide I wanted to do a brick and mortar.”
“I really formed a lot of friendships and relationships with people in the community so that was kind of what made me decide I wanted to do a brick and mortar.”
Lakin Jones
Jones said she really enjoyed working with Ezzell and Tomlinson over the years.
“I know that they’ll serve as mentors as I continue and they’re always open to me asking questions and bouncing ideas off of them,” Jones said.
Prior to opening, Jones said they remodeled inside, painted, installed new fixtures and placed wallpaper. She said moving store ownership had been in the works for a while. Tomlinson brought it up to Jones when Jones was getting ready to graduate college.
“I planned on applying to different marketing jobs, seeing what I got, and I planned on also opening up an online boutique because that’s what I was really passionate about and she suggested then, ‘Why don’t you just buy Sisters?’” Jones said.
The hardest thing for Jones was taking the risk to actually do it. She thought, prayed and talked to her family about it before deciding a brick-and-mortar store was the way for her to go.
The hardest thing for Jones was taking the risk to actually do it. She thought, prayed and talked to her family about it before deciding a brick-and-mortar store was the way for her to go.
“There’s a lot more overhead than you would have if it was just online, so that was the hardest thing,” she said. “But I really love the face-to-face interaction.”
Fashion is something Jones has always been interested in, and she actually started her first clothing business when she was just 14 years old.
“I was upcycling clothing – turning men’s button-downs into women’s tunics by adding ruffles and things like that, so that kind of combined my love for fashion and business and I had been doing that up until recently.”
Lakin Jones
I was upcycling clothing – turning men’s button-downs into women’s tunics by adding ruffles and things like that,” Jones said. “So that kind of combined my love for fashion and business and I had been doing that up until recently.”
Jones said she felt ready for a new challenge, but one that still combined her loves of fashion and business. The store was the perfect opportunity.
As far as what shoppers can expect, the store carries sizes ranging from extra-small to extra-large and includes brands like Kut from the Kloth, THML, and Grade & Gather. The store sells clothing, accessories, shoes, hats and other products.
As far as what shoppers can expect, the store carries sizes ranging from extra-small to extra-large and includes brands like Kut from the Kloth, THML, and Grade & Gather. The store sells clothing, accessories, shoes, hats and other products.
“I would say the target market was very broad before, probably like 25-85 years old. I would say now it’s more 16-65,” Jones said. “Still a really wide gap and still carrying a wide selection of brands.”
In the future, Jones said she would love to expand into plus-sizing and also grow into an online platform for the store.
The thing she enjoys most about being in the Salem community is the support of small businesses.
“I think people really want to see small businesses thrive,” Jones said. “I had several people show up [at the soft opening] so excited to support and see what was in the store.”
“I have a marketing degree, but what I learned the most from was talking with other business owners in my industry, listening to podcasts, reading books … I would say that’s definitely helpful.”
Lakin Jones
For those looking to follow a similar path, Jones said doing your research is most important. “I have a marketing degree, but what I learned the most from was talking with other business owners in my industry, listening to podcasts, reading books … I would say that’s definitely helpful.”
Having just opened, the future of the store is bright, and Jones said her focus is customer satisfaction and building relationships.
“I want [customers] to not only know that building relationships is important to me, but I also want them to feel confident,” she said. “Confident in the items they purchased, and confident enough to express themselves through fashion.”•
You can check out Born on their Facebook page @shop.bornboutique.
Story Darian Decker
Photos by Michelle Hockman
silivingmag.com 