Alabama’s Luxury Boutique for Women’s Fashion

ISHI? She is. Even the name of Iyishia Jones’s boutique suggests it’s not your average clothing store. ISHI? is a fashion-forward brand and upscale women’s boutique with locations in Mountain Brook and Montgomery, AL. Initially launched in 2014 in Santa Rosa Beach, FL, the brand focuses on custom pieces, luxury fashion brands, and personal styling services, all designed to help women feel as fabulous as they are fun.

We caught up with Iyishia to talk fashion, family, and what fuels her passion. Get to know this trend-setting FACE of Birmingham! 

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Your mother owned hair salons and boutiques. Is that how you got interested in fashion?

It’s something I’ve always been interested in because of Mommy … Yes, she did own hair salons and boutiques in Detroit. I actually did nails in her salon and at college. But you go to college, get all these degrees, and start working in the corporate world. In the corporate world, I still had my love for fashion. I’ve just made that a part of who I am today, but my mother was definitely a catalyst for it.

What do you feel makes your stores different from other boutiques?

Our brand identity is very distinct. It’s very artistic and edgy, but we also have curated collections because of the bespoke and styling components. We are different from a lot of local boutiques. Some people are into fast fashion — we are not fast fashion.

We believe in the customer coming in and having a full style experience. We get a feel for the customer, learn about her, and figure out how she wants to look. You will sit, and we will pull the clothes and bring them to you. So it is a total experience; it’s not you coming in and pulling clothes from the rack. We are stylists who are there to put the looks together for you.

What do you hope women feel while they’re in your store?

First, I want them to feel welcomed. Everyone is greeted warmly and authentically. I want them to feel valued. No matter their size, age, or budget, they’re treated with care and respect. I want them to feel inspired. They’re introduced to new styles to reflect who they are and who they want to become. I want them to feel confident, and I want them to feel loved.

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What tips would you offer to a woman struggling to find her sense of style?

Start with self-reflection. Consider your lifestyle. What do you actually need your clothes to do for you, whether it’s for the office, casual, social, travel, or personal? Think about how you want to feel. Do you want to feel powerful, approachable, creative, romantic, edgy, or minimalist?

Then get inspired by your past. What has made you feel good in the past? What did you wear that garnered the most compliments? Revisit those photos, pick out patterns that work for you, and then create your own fashion board. Find some style icons that you admire. It’s okay to mimic that, but make it authentic to you.

What have been the most rewarding and challenging parts of your entrepreneurial journey?

The most rewarding is my creative freedom. You can’t put a price on that. I love being creative, empowering others, and also building something that’s my own. The most challenging part is balancing creativity with my business and personal life.

Speaking of balance, how do you juggle business with family?

I define success on my own terms. I’ve had seven stores at once, but while I was very successful, I was not happy. I missed my family, and it was overwhelming. I set boundaries, even when it feels uncomfortable. I’ve moved into a soft-life era, and if there are spaces I don’t want to be in, I remove myself. If there are people that I don’t want to be around, I remove myself. And I involve my family; they have an idea of what the business entails.

Matter of fact, my family has managed a good number of my stores.  I also lean on my support system. I have an amazing support system from friends and family. I will always have that mom guilt, but I’m rebalancing over and over again, depending on what phase of life we’re in.

Right now, my son Alex is playing football at Howard University. I do not miss a game, [whether it’s] home or away. So, my weekends are very important to me.

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You’re a native of Detroit. What do you love most about Birmingham?

Birmingham has been my jam. A lot of people from Detroit ask, “How are you in Birmingham, and how have you stayed for so long?” Then, when they visit, they see why, and they love it as much as I do.

The restaurant scene has absolutely exploded. I enjoy the walking trails, the arts, and sports. We have a lot of things coming to the Alys Stephens Center and the BJCC. And I just love the family aspect of Birmingham. It is so familial. You still get the city component, but without the hustle and bustle. And most of all, Birmingham is about family.

Where are some of your favorite walking trails in Birmingham?

Rotary Trail, Oak Mountain State Park, City Walk, and Railroad Park.

What are some of your favorite restaurants in Birmingham?

I love Fleming’s. I love Bottega. I recently visited The Toasted Yolk, and it was amazing. I’m a breakfast and brunch girl, and I had the omelet with spinach, green peppers, and cheese. The grits were good. Everything was good!

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What else do you like to do when you’re not working?

I’m an avid reader. What people don’t know about me is that I used to stutter as a child. A way for me to get around my stuttering was to increase my lexicon, and to do that, I had to read. So, when I felt myself stuttering, I’d just pull a different word and use that. That would prevent me from stuttering, believe it or not. Since then, I have had a love for books and reading.

What’s something people would be surprised to learn about you?

What people don’t know about me — because I’m in fashion and I’m on social media — is that I am a closet introvert. I just want to go home, read, and be in my own space, and I have learned that is okay.

What’s the best advice you’ve been given?

A friend sent me something this morning, and it has always resonated with me: Pray big, worry small, trust God, stand tall.

Other than faith, family, and friends, name three things you can’t live without.

Extra crispy lemon pepper wings with hot sauce on the side, my shoes, and my Kindle.

Lightning Round!

Last great book you read: Son of Birmingham by Mayor Randall Woodfin

What’s on your travel bucket list? Ghana, Nigeria, and somewhere in the Mediterranean

What’s on your bedside table? A fan, my Kindle, and Dr. Teal’s Stress Relief Aromatherapy.

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Southern women are doing remarkable things. Meet more of them in our FACES archives!

About the Author

Javacia Harris Bowser

Javacia Harris Bowser is a Birmingham-based freelance writer and the founder of See Jane Write, an online community and coaching service for women who write. With over 20 years of journalism experience, Javacia has received awards from the National Federation of Press Women, Alabama Media Professionals, Alabama Press Association, and the Alabama State Council on the Arts. When she’s not writing, she’s usually practicing Pilates, getting her 10K steps a day, or watching crime shows. Follow Javacia on Instagram @seejavaciawrite.