GA Couple Open Women's Boutique After 12 Fashions; 'Loganville Needed This'

LOGANVILLE, GA – After 12 Fashions is the newest chic women’s clothing boutique that has opened in Loganville. The store carries dresses, jumpsuits, graphic-tees, active wear, swimwear, denim, hats, accessories and more.

Tawanda Jones said that after she lost her job last July as a registered nurse, she felt God telling her to take the leap of faith and move her online store into a brick-and-mortar. With assistance from her husband, who owns his own business, Sportz Helmetz, Jones started the lengthy process of opening After 12 Fashions in the community, while still managing the online store. Located at 4044 Atlanta Highway Ste. 804, the shop sits in the North Logan Commons plaza alongside national retailers TJ Maxx, Dicks Sporting Goods and more.

“It came to me in my dreams,” Jones said. “I felt as if it was a message from God. And, I had to be obedient. I had to trust the plan. And, I did.”

“We’re planning to bring positivity to the area and we felt like Loganville just needed this," she said.

Jones and her family live in Loganville, but considered other locations for the shop in the beginning.

“We looked at Stonecrest, but there are so many different stores already there that have the same thing.

“Atlanta has a lot of boutique-like stores. And, a lot of [people] are tired of traveling so far to get modern, stylish fashion.”

Set on her own community, Jones poured her energy and finances into opening the shop. The journey came with its challenges, but she said her faith didn’t waiver and her determination to open After 12 Fashions right in Loganville never stopped.

“Everything just worked out regardless of the roadblocks that were placed in our way,” she said. “That was the sign that it was meant to happen.”

The in-person store opened in March. They offer consultations for clients who need help piecing together special occasion outfits. Staff are trained to greet every customer and find out what brings them in.

“We want them to feel welcomed. And, even if they didn't purchase anything, they walk out feeling like they had a great shopping experience.

“We're very stern with our employees about customer service. We take extra steps to make sure our customers are pampered while in-store. There is never any pressure to buy anything. We just want them to look around and see what we have to offer. And, if you don't see what you're looking for, visit our website. Our items hit our website before in-store.”

Shoppers can browse the online lookbook, which allows prospective customers to see the clothes on real people before purchasing. Jones said it makes the shopping experience more relatable.

They will also carry Christmas family pajamas at holiday times and gift items. After 12 offers different payment methods from buy now, pay later to regular everyday checkout options. They even have layaway.

Her husband, Willie Jones, Jr. told Patch that he’s “overly excited” about the store and the blessings that have come.

“This store started as just a dream years ago only serving plus size women through an on-line platform and today here we stand proud owners of After 12 Fashions, a boutique style store with clothes for women of all sizes, my wife’s dream,” he said.

Conversations with customers and those in passing have confirmed what they said they always believed.

“Loganville needed a store like this,” he said, adding that there’s something for everyone.

“Whether you’re looking for something for an afternoon lunch event or a night out on the town with friends, After 12 has the right outfit or accessory to take your attire to the next level. This place is beautiful, and I am so happy I was able to make my wife’s vision a reality.”

'We’re going to have mini entities'

In the short time the business has been in Loganville, Jones said she already sees the impact she’s having on the community, and there's more planned for the future.

Other aspirations include launching a children’s fashion line, a bridal boutique and prom fashion show under the After 12 LLC.

“We’re going to have mini entities such as After 12 Kids and After 12 Bridal,” Jones said.

For the children’s line, they will host a casting call for models ages five to 13 for the website.

She said they’ve recently started selling bridal gowns and bridesmaids dresses online, but eventually plan to open a bridal boutique. It’ll be unique, Jones promised. Remembering her own experience as a bride-to-be, she said she wants to give women something more private and special.

There will be separate suites and each bride will be assigned her own connoisseur.

“We're going to make it more personable because I hated when I went shopping. I just wanted to have a personal suite with my girls and family.”

Another big plan on the list of goals is creating an annual prom fashion show. Jones hopes to launch it next spring. She said she wants to hire high school girls to model her prom dresses.

“Also, look forward to us doing giveaways and community events,” Jones said. “We like bringing folks together from all backgrounds. We hope to be successful with that through community support.”

After 12 Fashions will be a vendor at the Juneteenth Atlanta Parade & Music Festival.

'We got creative'

The coronavirus pandemic affected business, Jones said.

“We got creative during COVID by becoming a wholesaler, and then money started flowing in,” she said.

Clothes they couldn’t sell, they sold to other boutiques in Los Angeles.

Lessons

Jones said she realized that legal representation would have helped make the process smoother for a first time business owner. If she could do it all over again, she would take advantage of the professional help.

She had everything else together, which she believes prevented her from being denied. Her advice to other small business owners is to “have all your ducks in a row.”

She also encourages them to be organized, have a solid business plan, excellent credit score and a good amount saved up.

“Make it hard for them to say no,” she said.

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