Meet Charis Jones, the founder and CEO of Sassy Jones, the country’s fastest-growing privately held Black retailer. What began as a sideline jewelry business has grown into a $80-million-dollar enterprise. Furthermore, she recently opened her company’s first flagship retail store.
The brand, which began in her minivan as she drove across the country to various trade shows after giving birth to her then 4-month-old twins, has grown into a multimillion-dollar enterprise that creates incredibly unique jewelry, audacious ready-to-wear women’s clothing, beauty, and accessories. If you own a piece of Sassy Jones, you understand that you are purchasing more than just a product; you are also purchasing empowerment and purpose. Furthermore, every purchase helps young African girls suffering from menstrual poverty.
“I am thrilled to open our first location where customers near and far can come for a fully immersive shopping experience,” says Charis. “A place where the unicorns can play – it isn’t about the purchase, it’s about how each customer feels. I want the Sassy Jones woman to walk away with more than just a handbag, I want her feeling gorgeous, connected and loved. This location will be the first of many to do just that.”
The success of Sassy Jones can be attributed to the brand’s cult-like fanbase, which grew rapidly after a series of Sparkle Parties – the brand’s weekly show garnering more than 30k viewers that teaches women how to feel undeniably confident in the brand’s newest arrivals. Celebrities such as Kim Coles, Cynthia Bailey, and some of The Real Housewives attended the Sparkle Party.
Today, the multimillion-dollar brand has expanded to three warehouses, employing a team of over 40 people, and has received numerous national accolades, including a spot at No. 24 on Inc. 5000’s list of the fastest-growing, privately held businesses measured by revenue and growth, with a 12,000% increase. Forbes also named Sassy Jones a top brand that thrived during the pandemic and continues to be a lifestyle brand that caters heavily to Black women, a market that major fashion labels underserve.