NORTHPORT – Jennaration Boutique Inc. sells on-trend women’s clothing, shoes and accessories online, at three brick-and-mortar stores and through an app. “We opened our very first storefront location five years ago in Tuscaloosa,” said owner Jenna Powell, who initially ran her business out of a spare bedroom closet at her home. “The second storefront (in Northport) came about a year after the first. We most recently opened our third location in Birmingham.” That third store opened in early August.
Jennaration Boutique was recognized as the Alabama Retailer of the Year Customers’ Choice Award winner today at the Alabama Retail Day awards luncheon. Among the 49 Alabama Retailer of the Year entries, the boutique chain garnered the most votes between June 27 and July 11 in a Facebook contest. It received 1,526 votes, or 12.5% of the 12,191 votes cast.
“We are pretty much known for customer service,” said Powell. In the contest, customers praised Jennaration for “great quality clothes and jewelry” and “amazing customer service.” One customer wrote, “Jennaration deserves this!! They have the sweetest, hardest working staff, determined to put their customers first, and make us feel like family and friends.” Another said, “I have shopped with Jennaration since the day they opened, and I have never once been disappointed or upset. They always make sure they are bringing you the latest fashion and at an affordable price!!”
From 2014 to 2017, Powell’s business grew in revenue at a rate of 1,330% and earned a place on Inc. Magazine’s annual 5000 list in 2018. “Jennaration grew pretty fast via social media,” she said. The online portion of its business grew by more than 100% from 2017 to 2018 because of social selling. Its boutiques do live sales five days a week via Facebook.
Caitlin Shuttlesworth, a former employee and current customer who nominated Jennaration, said, “I think the world of Jenna. She does a lot for the community, reaching out to people who have gone through hard times. Jenna … pushes through every obstacle to please her customers.”
Powell said, “It means so much … that a previous employee would nominate us. I think that says a lot about Jennaration Boutique.”
“Jennaration Boutique is a retailer of the year EVERY year to its storefront and online customers, its 25 employees and the Northport, Tuscaloosa and Birmingham communities,” said Alabama Retail Association President Rick Brown.
The Alabama Retail Association represents retailers, the largest private employer in the state of Alabama, before the Alabama Legislature and the U.S. Congress. Through sales of food, clothing, furniture, medicine and more, our 4,200 independent merchant and national company members touch almost every aspect of daily living. Since 1943, we’ve worked to promote what’s best for the retail industry in Alabama. Whether voicing the retail view when public policy is made, educating members about issues that impact them, negotiating rates for benefits and services or communicating the retail story, the Alabama Retail Association and its members are better together.