A quote from Richmond.com
“Even the energy that you get from walking into the store, it ain’t Prada or Gucci. We serve a niche that I am relentless about. And we just cater to her so well where other brands are trying to cover everything. I know who our girl is. There’s no one for her.” -Charise Jones
Royalty free image. Example of the vibrant colors and bold accessories created by black woman owned clothing brand Sassy Jones
Reading and watching videos about The Row and my recent purchase of a couple of items from a black owned fashion brand, well known at the start of her business as Sassy Jones jewelry, from pure admiration and interest I wanted to dive into similarities between two woman-owned companies that have taken the fashion industry by storm. Being a budding lifestyle brand creator, pure interest, and admiration, I wanted dive into how both companies have stayed true to the creator’s vision and let that drive a dedicated, loyal customer base serving very different women from different two ends of the fashion spectrum.
There has been a recent obsession with the Row Margaux over the past several months. With that buzz and reviewing a few videos where the brand history was discussed it led me to the idea to create this post. Especially, since this brand has a strong and loyal customer base. Knowing that and being naturally intrigued by how the brand has gotten started and it not falling victim to being the next “celebrity” brand I thought this post would be a great review.
Have you heard about Sassy Jones?!
I am willing to bet that if you are reading this you are into fashion. In addition to that more of you have likely heard of The Row Margaux (due to recent buzz) than people have heard of Sassy Jones most notable is her unique Sassy Jones jewelry (has expanded into more than that now!). Drop a comment below either way. I would like to know if my assumption is correct! Another beloved brand by her loyal and stylish customers that drawn to vibrant colors and patterns that remind me of black fashion 80s style statement accessories and colors. Now let’s get into the genius vision both brands have in their secret sauce that creates a “sticky brand” as founder of the black owned women’s fashion brand Charise Jones had used to describe her business.
The reason I chose these two brands is because both have been able to build a loyal customer base and the creator’s style identity is heavily integrated and influenced into the designs created. What is very interesting is the fact that both are at different ends of the spectrum when it comes to retail price. Also, the fact that Sassy Jones has their creator as the face of the brand whereas The Row has decided to not have Mary Kate and Ashley Oleson as the face of theirs.
Let’s get into the history for both female founded companies…..
History of the Row History of Sassy Jones
- The brand was started in 2006 by Ashley and Mary-Kate Olsen.
- The brand style esthetics are very similar to the creator’s personal style, using luxurious fabrics and draping as key cornerstones of their products.
- Muted/neutral tones are predominately used, which now the ever popular “quiet luxury” term is the standard image of what some would call a rich woman outfit.
- They allow the fabrics and manufacturing draw your attention rather than flash with color or logos.
- Monochrome color pallets and oversized fit is found throughout their designs.
- An expensive visual of a luxury minimalist clothing brand.
- Started in 2013 with jewelry sold at trade shows on a part time basis (her jewelry was easily identified as Sassy Jones jewelry).
- In 2016 started selling accessories.
- As of 2021, she has expanded to ready to wear this includes featuring designs of versatile Sassy Jones dresses.
- Expanded to a brick-and-mortar store in Virginia, Charis Jones refers to as a “style sanctuary”.
- Her dream of helping women feel undeniably confident through style.
- Designs are colorful, stand out, and are ideal of a woman who exudes confidence when they walk into the room.
- Styles that go along with fashion trends but blaze their own lane.
According to British Vogue
“Everything Mary-Kate and Ashley do turns to gold,” said Joe Karban, The Row’s production manager, now vice president of sourcing and production, to The New York Times way back in 2009. “The kids on the team are really passionate about making clothes. How do you set a proper sleeve? How does a fabric perform? It’s the art of making clothes as opposed to making everything cookie-cutter.”
A little PSA break for designer bags for women on sale…..
Back to the Row…..
The brand is extremely expensive and popular with people who are willing to spend several thousand dollars on classic wardrobe staples. People who are typically drawn to The Row want timeless elegance and luxurious fabrics along with expert manufacturing. Form fitting clothing and styles that are opposite of “current” trends are not designs that are massively produced. A person who is very comfortable with an “anti-fashion trend” style aesthetic and 100% relies on personal style will be drawn to this brand.
No matter what the fashion trends have been over the last 18 years the row has remined true to their brand identity which is closely tied to Mary-Kate and Ashley’s personal style.
The Row has reached The Lyst Index Top 20. If you aren’t familiar with this list, it is a quarterly list ranking the most popular brands and products. Specifically, how this calculation is created can be seen from this direct quote from the website is how the list is measured and curated. “The formula behind The Lyst Index takes into account Lyst shoppers’ behavior, including searches on and off platform, product views and sales. To track brand and product heat, the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three-month period.” As of Q4 2023, The Row came in at 18. The Row’s prices range from $350 to just under $15,000. The Row made the number 1 slot on the hottest product list. Check out my post discussing The Row Margaux rivaling Hermes Birkin, or does it?
I think one of the strategic moves of the brand creators was to not be the face of the brand. The quality of the fabric and expertly crafted details speak for themselves. With many celebrities that have tried to launch a luxury fashion brand and have ultimately been unsuccessful. However, even with the hard uphill climb to compete with iconic fashion houses that have a strong brand identity and heritage like Hermes, Louis Vuitton, Loro Piana they have collected a loyal fan-base along the way and have stayed true to their brand identity. The Row is a newcomer leaving strong impressions against the afore mentioned luxury houses, all have been around for at least 100 years.
Celebrities wearing The Row Contributing Factors to The Row’s Brand Loyalty
- Zoe Kravitz
- Kendall Jenner
- Gigi Hadid
- Meghan Markle
- Emphasis on quality of the fabrics and manufacturing.
- Fits personal style for women who have similar personal the creator/founder.
- People who have a strong personal style identity and have signature style that they always make their own.
- Knows what works on them and don’t cave to fashion trends.
- Not concerned with what is popular they buy whatever they like.
- New releases are more frequent than traditional fashion or lifestyle brands, which keeps traffic on their website.
Let’s shed some light on Sassy Jones, where fashion lover with vibrant and confident style has a secret weapon…..
Royalty free image from deposit photos. Example of the vibrant colors seen from Sassy Jones Jewelry
As the complete opposite, in every way, from the luxury brand The Row; Charis Jones has grown this company immensely since its inception. Unlike many luxury brands that take on investors, Sassy Jones is 100% cash funded with no investors (AKA 100% control). Sassy Jones’ founder is the face of the brand. She emphasizes how her ideal customer feels rather than the product focus as the initial introduction. Now this doesn’t mean that there isn’t quality in manufacturing of Sassy Jones Jewelry or any other product she creates. This brand produces high quality, unique items that are more accessible to her target customer. I can describe a Sassy Jones customer as a person who doesn’t care about fashion rules and doesn’t mind attention when they enter a room. This brand doesn’t shy away from color, patterns nor do they “follow” the fashion rules. Individually, when a Sassy Jones customer gets dressed, they’re going to break the rules but once the full look is put together all you can say is “it works”. Iris Apfel is a famous person, rest in peace, that comes to mind to pin a visual image of the perfect Sassy Jones customer. One of the amazing points about Charis’ story is the fact that she started this business initially part time and has now expanded to a powerhouse brand it is today.
Contributing factors to the brands customer loyalty Celebrities That Love the Brand
- Women whose personal style is vibrant, colorful and have love for statement.
- Known for great quality statement items that command attention when you see them appear in a room or on camera.
- Affordable price point without skimping on manufacturing quality or materials.
- Engrained brand identity by the founder and connection to what the brand represents for the owner of the piece.
- Signature marketing success has been Sparkle Parties where you can connect with the creator, understand the piece better, and get style tips for more value.
- Tabitha Brown
- Kim Coles
- Cynthia Bailey
What Charis Jones has been able to accomplish with Sassy Jones is nothing short of impressive. Starting with Sassy Jones jewelry and expanded to handbags, scarves, makeup and clothing. Signature marketing success has been Sparkle Parties she started in 2017 she started on Periscope. Then, she moved to showcasing on Facebook. She now has expanded to houseware as well. I won’t be surprised if furniture is next!
The Company is valued at $80 million and has had aggressive growth over the past 4 years as documented by INC. 5000’s list of privately held businesses. Target market has been Black women, which is a historically underserved community by major fashion labels. This brand is a trusted style haven to people who love the vibrant and colorful brand aesthetic.
Quote from Richmond.com “For us, it’s not about how she buys, it’s about how she feels. We wanted her to walk away feeling gorgeous and connected and loved.” -Charise Jones
Similarities amongst both brands, Sassy Jones and The Row
I’ve said this before and will say it again. While there are so many brands out there that get a lot of publicity Sassy Jones is one of those best kept secrets. I have been familiar with the brand since 2020 and what has amazed me is how loved this brand is but doesn’t seem to have broken into the “fashion” stratosphere the way I’ve seen other black woman owned clothing brands have gotten attention. The fact that Sassy Jones is so successful and have repeat customers that come back regularly to purchase is a prized possession to have with a company. The Row has seen great success even with it being started by well-known celebrities. It seems that when a celebrity starts a brand the initial buzz is due to the name recognition of the founder, but the product(s) have to sustain it and that’s what Mary-Kate and Ashley Oleson have created. As you can see with both brands there is a strong DNA of the creator/founder throughout each and every product. Both draw loyal and dedicated customers because they have remained true to the founding vision and there are strong relatable personal style ties to the customers that resonate with the founder/creator. If you’ve never heard the saying “If you build it, they will come” both Sassy Jones and The Row are ideal examples of success when the creator/founder designs for themselves as the ideal customer.