With forty-two years in the garment retail business, Juanita Morris plans to cap off her retirement party with one of her famed fashion shows. Her boutique, Fashions R, started with just over $100 in her basement and has grown to become one of the largest boutiques in the St. Louis area.
On Sunday, Dec. 15, at 2 p.m. at the Renaissance St. Louis Airport Hotel, Morris will bring Fashions R Boutique to the catwalk one last time.
Her motto is “Make you look like a million without making you look like a million others.” She sells a little bit of everything from suits, purses, jewelry, and even ministerial. Morris uses her personal style to curate the inventory, and has amassed a wide range of clientele throughout St. Louis.
“Clothes don’t make you, but they do make a difference,” Morris said. “I’ve seen how clothing has the power to transform.”
Morris’ route to fashion and success came with many twists and turns. She entered the business after being laid off and having to rely on unemployment benefits. She loved to shop, and got the idea from a friend to turn her casual pastime into a career.
With $135 and a borrowed credit card for a plane ticket, she went to a trade show just outside of Chicago and bought her first pieces. She grew her brand with fashion shows. In the beginning these shows would take place in her basement. Then she took her shows on the road throughout the Midwest and as far south as Huntsville, Ala.
While touring, Fashions R Boutique became known as “the church lady store.” This persona is what saved her property during the initial wave of property and business damage during the first wave of unrest in response to the killing of Michael Brown in Ferguson.
As tension grew, so did the destruction. Previously located in Dellwood, Morris’ building was destroyed by flames. She had been at that location for nine years and had outgrown it but did not have an immediate urge to move. However, in one night the entire building was leveled. Following the destruction, she did an interview with famed media personality Anderson Cooper. Though saddened by the fire and anxious to speak on live television, she declared “I started with nothing and I will rise again. I’m not giving up.”
Morris went back to where it all began. Once again, she started selling clothing out of her home. This time it was her family room instead of the basement.
“I would pray, and hear the Lord say, ‘I will bless you wherever you go,’ and ‘Your struggle is over,’” Morris said.
She would experience moments of divine intervention, like being adopted by Phi Beta Sigma Fraternity. Four busloads of members from around the nation gathered to host a prayer for Morris. They also donated $20,000 to kickstart her reopening. She also received persistent calls from three college students, whom she never met, insisting to create a GoFundMe account on her behalf. After three days, Morris agreed. Within hours her account was live. From their effort these students were able to raise over $25,000 for her.
“I asked, ‘How much do I owe you,’” Morris said. “They all replied, ‘Free of charge.’”
The help from a higher power didn’t end there. It also led her to her current location on New Halls Ferry in Florissant. After receiving her donations, and the assistance of insurance money, she found the temporary location that she could only hold for a year. This restart was a success, but she still could not find a permanent location to suit her needs.
Two weeks before her lease was set to expire, she was visiting her bank. Across the street, a “for sale” sign caught Morris’ eye. It was the old medical supply building that she passed many times. “Before I even went into the business, I passed this building and said, ‘I sure would love to have that building,’” Morris said. “But I threw it out of my mind because I never thought I could afford to get it.”
After she left the bank, she promptly contacted the owner. Morris considers the fact that she was able to buy the building, despite there being three additional other bidders as evidence of the favor – and grace – over her life.
“When the Lord tells you something, you can stand on it,” Morris said. “It might not happen today or tomorrow but you stand on it. It might take 25 years for it to happen but it will happen.”
Talking about becoming a successful business owner and rebuilding after the fire always gets Morris excited. She can see how present God was in her journey from being laid off with few options to establishing herself as a St. Louis fashion favorite.
She trusts that walking in faith will continue to sustain her through any struggle – and as she prepares to retire and sell her business.
Fashions R Retirement Dinner Party and Fashion Show will take place at 2 p.m. on Sunday, December 15 at The Renaissance St. Louis Airport Hotel. For more information, call 314-869-0309.
Living It content is produced in partnership with Regional Arts Commission.
Beautiful story, but I have a question. Was Mrs. Morris give a presidential medal, by President Biden?