Award-winning fashion empire, Sassy Jones, is bursting through the doors in Richmond with its first flagship store

RICHMOND, Va. (WRIC) — Excitement filled the air as enthusiastic fans of Sassy Jones waited in what store representatives say was a three-hour long line for the grand opening of the global brand’s brick-and-mortar store in Short Pump Town Center.

With humble beginnings as a traveling e-commerce brand, Sassy Jones — now a multi-million dollar company — is best known as a global fashion and beauty powerhouse that sells confidence. And that confidence was very palpable store opening in Octoberin which fashionistas from all over the country flew in for the “Sassy Jones Experience,” a company spokesperson said.

“We are a powerful brand”, CEO of the brand, Charis Jones, he previously told 8News. “We are an award-winning fashion, beauty and lifestyle brand that inspires confidence in women.”

The brand boasts “incredibly unique jewelry, daring ready-to-wear womenswear, beauty and accessories.” The flagship location in the Richmond area features bright cheerful lighting, colorful colors and bold wall art that reads “Be Undeniably Confident” and is located on the second floor of the mall, in suite #2212.

“I’m thrilled to be opening our first location where customers from near and far can come for a fully immersive shopping experience,” Charis Jones, founder and CEO of Sassy Jones, said in a statement. “A place where unicorns can play – it’s not about the purchase, it’s about how each customer feels. I want a Sassy Jones woman to leave with more than just a purse, I want her to feel beautiful, connected and loved. This location will be the first of many to do so.”

The brand attributes its success to its cult following, which was said to have exploded following a series of “Sparkle Parties”, weekly online shows that “teach women how to be undeniably confident” in the brand’s clothing.

Sassy Jones prides itself on catering heavily to black women, a market often underserved by big fashion brands, according to a spokesperson for the company – whose success is readily apparent. Done 77,000 followers on Instagram, the popularity and success of Sassy Jones is undeniable. The brand has also received several awards and recognitions, including being named to List of the 25 best successful companies according to Forbes magazine.

If you’re interested in checking out Sassy Jones and all the store has to offer, their Short Pump store is open Sundays from noon to 6 p.m., and Monday through Friday from 11 a.m. to 8 p.m. Customers can also shop online anytime at

Sassy Jones opens brick and mortar at Short Pump Center (photo courtesy of Dedra Owens)

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