STEP INSIDE the newly remodeled JW Boutique at 203 N. Cannon Blvd., Suite C, and discover a wide array of trendy yet budget-friendly clothes, jewelry, and accessories. Though Jennifer “Jen” Whitson treasures the 20 years she spent in the dental industry, her love for curating fashionable clothing and her desire to be an entrepreneur became a reality shortly after her 40th birthday.
As a native of Shelbyville, Jen lives in the Flat Creek community, where her roots run deep. “I was raised by two hardworking parents who shaped me into the person I am today — a determined, independent woman with a sweet, caring soul,” said Jen.
Friends, including countless ones she’s met since opening the boutique; her tight-knit family; spending time outdoors; and her beloved dog, Bo, enrich Jen’s life beyond anything she ever imagined. Before she opened the first box of inventory, her husband, Brennan, and sons, Hunter and Cade, supported and encouraged Jen to keep reaching for her dreams.
“I’ve always loved clothes and enjoy looking cute, but there were so many times I would go shopping and just couldn’t find the styles I was searching for. That frustration sparked the idea that I could create something of my own. I wanted to bring stylish, affordable clothing to women in my community. I invested in small inventory drops, and little by little, my boutique grew. What started as a hobby quickly turned into a real business, as I saw how many women loved the styles I carried.”
JW Boutique differs from others because Jen prides herself on sourcing unique, on-trend clothes that can’t be found anywhere else.
Jen said, “My selections are original and inspired by my own vision, not by what other boutiques are carrying. My goal is to provide a fresh, stylish, and affordable selection that makes women feel more confident. Shopping with JW Boutique is more than just buying clothes — it’s a personalized, fun experience where you can find pieces that truly set you apart!”
Jen continued, “My target audience includes women of all ages! We primarily cater to women in their upper teens, 20s, and beyond, but our styles are versatile enough for everyone. At 42, I understand the importance of fashion that’s stylish, comfortable, and flattering for all stages of life.”
Since JW Boutique opened in 2022, customers have spread the word. So much so that Jen recently opened a second location at 134 First Ave. NW in Winchester.
“There have been so many amazing moments in this journey, but two of the biggest are opening my first storefront in less than a year and then expanding to a second location within two years. I never imagined that what started in my upstairs loft would grow so quickly, but the support from my customers and community made it all possible.”
New to town, shy, or haven’t found your “tribe” yet? JW Boutique frequently hosts girlfriend-type events such as their “Mommin’ In Style” Mother’s Day Bash on May 10. Stop by to enjoy exclusive giveaways. Celebrate with mimosas as Jen debuts items for the upcoming season, and while you’re there, inquire about their permanent jewelry. GN
New inventory sells out quickly, so follow JW Boutique on Facebook and Instagram.
