Fashions R debuts fall line during dinner cruise
By Meliqueica Meadows
Of the St. Louis American
Loyal fans turned out for a black tie dinner cruise on the Mississippi on Friday night to see the fashions that will fill the racks this fall at Fashions R boutique. The cruise was also a celebration of 19 years in business for the boutique, which caters to both women and men.
As owner of Fashions R, Juanita Morris takes pride in the selections she offers her customers, many of whom have shopped with her since she first began selling wares in her basement. From that humble beginning, Morris has built her boutique into a success.
“I was working on a job that was downsizing, but still shopping and spending money I didn’t have,” she said.
“A friend suggested turning my hobby into a business. We went to a trade show in Chicago, and I had only $135 which I used to purchase a few small items.”
After attending the trade show in Chicago, Morris returned to St. Louis and sold those items to friends. Word of mouth quickly spread. Before long, women came looking for one-of-a-kind clothing and accessories. To keep up with demand, she began saving money to purchase unique items at trade shows in other cities, which were quickly snapped up.
For seven years she stocked and sold fashion merchandise from the basement of her home. As the demand continued to grow, Morris began holding small fashion shows at area churches.
“As I grew, I started doing home shows and that’s how I built my clientele,” she said. “When I started the boutique, people were so excited that they paid off their Dillards and Famous charge cards to shop exclusively with me.”
In 1987, Morris and her brother Cornelius Moore opened their first retail location in the old Sears Building on Kingshighway and Dr. Martin Luther King Drive, then after two years moved to a larger location in Florissant. Her customers made the move with her. Morris said nearly 200 women have shopped at Fashions R since the beginning.
Morris literally goes to the ends of the earth to find the most unique fashions for her customers. Fashions R carries popular designers from Paris, New York, Chicago and Texas. She said that personal touch is what customers have come to expect.
“We do stuff ordinary stores won’t do, don’t do or haven’t thought to do,” she said. “I have a lot of customers in wheel chairs. We will pick them up at their homes and bring them in to shop, or I will select items for them and take them to their homes.”
Fashions R boutique now features unique women’s fashions from size six to 32 and began offering men’s wear two years ago in an adjacent boutique operated by her son Mark. Fashions R also features one-of-a-kind suede and leather garments as well as shoes and accessories.
During the fashion cruise, customers got a sneak peek at the new fall fashions Morris will offer at Fashions R, including luxurious knits, rhinestone-embellished sweaters and skirts, and furs. Morris said she insists that her customers try on items before they make a purchase.
“If they put something on and I don’t like it, I tell them the truth,” she said. “I want people to stop my clients and ask them where they got their clothes so they have to look good.”
Fashions R boutique, 9844 West Florissant, offers exclusive fashions for women and men, shoes, unique accessories and furs. For more information call 314-869-9933.
