From T-Town to B-ham: Embracing quick growth, Jennaration Boutique picks Hoover for 3rd storefront

Jenna Powell started an online boutique out of her spare bedroom more than six years ago as a hobby that came from her love of fashion. She continued working her corporate job for six months before she quit to focus solely on Jennaration Boutique.

As it grew, Powell opened a storefront in 2014 in Tuscaloosa, a second one a year later in Northport, and most recently her third storefront opened in July in the shopping center at Valleydale and Caldwell Mill roads.

“This thing started five years ago, and things have not stopped since,” Powell said. “When we opened this location, there were 75 people waiting outside before we even opened the door.”

She made the decision to branch out to the Birmingham area when the owner of the former boutique located in the same spot reached out to her and asked if she wanted to take over the lease. She then began the process of renovating the space before an Aug. 2 grand opening.

Powell said she already had a following in the area, and received many online comments when she announced the location of her third shop.

“We already had a ton of customers online from the area who were excited to come to the storefront,” she said.

While Jennaration is a play on her first name, Powell said the clothing she sells in her stores spans across generations, from ages 17 to 70. Sometimes Powell will see a grandmother, mother and daughter shop together, adding they have something for everyone.

Powell said her philosophy is that women can look great without spending a fortune.

“We call our stuff affordable and adorable,” she said. “No clothing item is over $48.”

With four or five new arrivals per day, the boutique always has something new to choose from. The average lifespan of an item on the shelf is two days, and inventory includes clothes, show, jewelry accessories with sizes ranging from small to 3X.

The company has grown to 30 staff members, several of which are family. Powell’s husband Brandon quit his full-time job four years ago to join Jenna in the business. He spends most of his time driving the delivery van from the warehouse to the stores.

Powell knows some boutiques can feel intimidating and is proud that Jennaration is known for its customer service. Powell said she will not only help you pick out the perfect outfit, but also pray over customers or offer to hold their babies while they shop.

“My business is about relationships with my customers and vendors,” Powell said.

Powell brought her assistant manager from the Tuscaloosa store to be the manager at the Birmingham location. She also hired an assistant manager and an additional part-time employee.

She spends most of her days running the distribution center and works every morning at the warehouse, where she models clothing in live videos for the boutique’s social media accounts.

“I was nervous about this store since I’m not from here, but everyone has been so nice and it feels like a small town. It feels like home.”

The company is ranked No. 373 in Inc. Magazine’s 5000 fastest growing small businesses and was named the 2018 Alabama Storefront Boutique of the Year.

Powell also believes in community over competition and often advises other boutique owners who ask for advice. She is leaving the door open for a fourth location, and said she hopes to do consulting work one day.

“I know this is what I was supposed to do,” she said, “and I hope to inspire other people that if I can, so can you.”