Jenna Powell, Jennaration Boutique

When Jenna Powell started Jennaration Boutique six years ago out of her spare bedroom, the online shop was a hobby: just something she did for fun.

It’s still fun now, too, even though it’s grown into a full-time business with three storefront boutiques and a booming online business. The Birmingham area’s first Jennaration Boutique opened on Valleydale Road in August. The other shops are in Tuscaloosa and Northport.

“It just kind of grew,” Powell said. “I had a corporate job, but it wasn’t long before I couldn’t do both. I gave it up, and I never looked back.”

It’s been a wild ride — and Jenna said she loves it and giving women “affordable and adorable” style. Most of the items at Jennaration Boutique are $50 or less, and they’re known for their personal service. You can shop at the store, online or through the app and join the Jennaration Boutique VIP page on Facebook.

“We offer help in the dressing room and make sure each person is styled and has everything they need before they leave,” she said.

There’s personal service online, too. One of Powell’s favorite parts of the business is making live fit videos. She tries on each and every piece, talks about the fit and how it feels and flows and then she styles it.

“I think that’s different from everyone else,” Powell said. “I’m able to connect with women all over the world, and I love that.”

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