Rebecca and Jondie Davis live, work and play in Downtown Franklin. The husband and wife dynamic duo own JONDIE – a boutique on America’s Favorite Main Street – and their own brand of clothing and handmade jewelry with a growing number of social media followers, all the while raising two daughters.
JONDIE carries an eclectic mix of apparel and accessories including a wide selection of jewelry, handbags, scarves, hats and a growing selection of men’s accessories.
Rebecca has had a fascination with fashion and jewelry since she was a child. As a teen she used some of her grandmother’s pieces and repurposed them into modern jewelry. She has a love of semi-precious stones and created more contemporary designs during college and sold them to boutiques in Alabama.
Her creative drive earned her a Bachelor of Fine Arts degree and a career as an ADDY award-winning graphic designer, but she never lost her love for fashion and jewelry. Fifteen years into her career as a creative director, she changed her focus and went full circle and back to her first love – fashion. Rebecca launched her custom jewelry line in the fall of 2008 and with immediate success, it sparked the concept of opening her own boutique. JONDIE developed soon after and became a presence on Main Street in 2009.
“It was always a dream of mine to own my own boutique,” Rebecca said. “Having designed jewelry since I was 16, once I prioritized that jewelry design was what I wanted to do for a living, it was a natural progression to add apparel and accessories.”
It is also the exclusive source for Mimi and Dottie Jewelry, Rebecca’s one-of-a-kind handmade jewelry line. Mimi and Dottie consists of antique pieces, hand smithed fine silver and brass pendants and semi-precious gemstones. She sources antiques and curiosities from across the country and around the globe to create her repurposed designs.
In the early years, her husband, Jondie was more of a silent partner, but in January of 2012 he left his job as a corporate sales representative to become more involved with the boutique. “Life is just too short to not enjoy what you are doing,” he said. “I realized I wasn’t feeling fulfilled in my job, and Rebecca encouraged me to leave that behind. We have been working together ever since. Now I am fortunate enough to not realize how hard I am working – because work is fun.”
Rebecca says becoming co-workers with her husband has been a great experience.
“We both bring our own talents to strengthen our company.” Rebecca says. “I’m also very proud of the team we have put together at JONDIE, everyone who works with us is truly talented. Our staff brings extensive backgrounds in fashion, retail merchandising, design, branding and wardrobe styling — this helps create a great shopping experience.”
Jondie says that something they are proud of is a price point that won’t break the bank.
“Most of our customers take a look at our price tags and are pleasantly surprised,” Jondie said. “We carry high quality pieces and are ahead or right on trend and we also don’t get in large quantities of things, so our merchandise mix is always fresh and different. You won’t see everyone with the same dress or necklace or handbag. These are benefits to shopping in a local independent boutique.”
Elements of Rebecca’s graphic design background can be seen throughout JONDIE, from the logo and color scheme of the store to the antique printing drawers that showcase jewelry, scarves and hats. The decor also shows her love of up-cycling – using repurposed and antique items as displays throughout the boutique.
With online shopping and a growing number of social media followers, they have been able to establish a presence and a voice for their brand through various social media outlets.
“It is another way to provide excellent customer service,” Rebecca said. “We love interacting with people while they are in the store, and social media is a way to keep that conversation going.”
“We try to be helpful and educational,” Jondie said. “Instagram, Facebook, Twitter, our website’s blog, Tumblr and Pinterest are all ways for us to put fresh content out there and stay in touch.”
The Davis’s strive to be a source for encouraging people to enhance their personal wardrobe.
“We want to help cultivate their love of fashion and we offer styling tips and advice so they can feel confident in their purchase.” Rebecca said. “Our main goal is to assist you and make your shopping experience fun and easy. We love to help women find the perfect outfit or accessory that makes them feel amazing – and helping men find the perfect gift is also one of our favorite things to do. We also offer one-on-one styling sessions as a complimentary service.
JONDIE is open Monday through Wednesday 10 a.m. to 6 p.m., Thursday 10 a.m. to 7 p.m. Friday and Saturday 10 a.m. to 8 p.m., and Sunday 11 a.m. to 6 p.m. For more information visit their website www.jondie.com or find them on your favorite social media site or app.
“Faces of Franklin” is part of a series on merchants and small business owners in downtown Franklin, Tenn. that runs in the Williamson Herald each week.