Charis Jones, founder of Sassy Jones, shares her journey from corporate struggles to entrepreneurial success, emphasizing the importance of creating a life based on how you want to feel, embracing creativity, overcoming fear, and the power of manifestation. She discusses her brand's evolution, challenges, and the unique community experience she fosters.
Charis Jones, the visionary behind the vibrant brand Sassy Jones, recently shared her inspiring journey and valuable lessons on designing a life and business that truly resonate with one's spirit. From her early days struggling in corporate roles to becoming a successful entrepreneur and mother of twins, Charis offers a compelling narrative about creativity, resilience, and the power of manifestation.
Charis started her entrepreneurial journey while still employed in the corporate world. She candidly admits she wasn’t a great employee, often finding herself terminated due to difficulty following directions. This realization became an invitation to explore her own path.
Her first foray into business was through a trade show in Richmond, where she boldly sold her paid-off Mercedes to fund her initial inventory and booth setup. This leap of faith marked the beginning of her love for entrepreneurship and transforming how women see themselves through style.
Charis’s journey took a remarkable turn when she became a mother to twin boys. Despite the challenges of parenting, she continued to grow her brand, attending over 52 expos nationwide with her children in tow. Her twins have grown up immersed in the business, even launching their own capsule jewelry collection called Jackson Jute.
Hailing from Portsmouth, Virginia, Charis was raised by strong, fashionable women who instilled in her the values of sisterhood and boldness. She creates for women who embody that spirit—bold, audacious, and ready to embrace their inner unicorn. Her brand encourages women to express their next level of womanhood, often pairing scarves as stylish reminders of their journey.
Charis lives by the principle of designing her life based on how she wants to feel rather than solely focusing on goals. She reverse engineers her actions to align with desired feelings, such as choosing sneakers for comfort when she wants to feel relaxed.
Romanticizing life is another layer of her philosophy—making everyday moments beautiful and intentional. Whether applying lotion or engaging in conversations, she treats these experiences as acts of self-love and deep connection.
Manifestation plays a significant role in Charis’s life and brand. She prints out vision board images and places them around her home as constant reminders of her goals, such as owning a yacht or hosting a fashion show with celebrities like Beyoncé and Lizzo. This practice keeps her energetically aligned with her aspirations.
One of the hardest decisions Charis faced was folding her ready-to-wear clothing line after three years. Despite the emotional and financial toll, she recognized the importance of releasing what no longer served her happiness and business.
This experience became a masterclass in resilience and learning. Charis emphasizes the necessity of embracing failure and iteration in the creative process, allowing ideas to be birthed without judgment and tested in real-world settings.
Charis’s flagship store in Short Pump is more than a retail space—it’s a "style sanctuary." The store focuses on how customers want to feel when they leave, offering personalized service that affirms and supports their personal growth and style journey. This psychological transformation approach sets Sassy Jones apart.
Charis is currently working on several exciting projects, including a book she has been developing for five years. The book has been a deeply personal and transformative endeavor, pushing her through writer’s block and into a flow state.
Additionally, she is curating a special lifestyle trip for VIP clients, fostering community and soulful connection through travel experiences to places like Egypt and Zanzibar.
Charis’s husband left his corporate career to work alongside her, bringing analytical balance to her creative energy. Their partnership, though sometimes challenging, is a blend of risk-taking and grounded strategy that fuels the brand’s growth.
Her twins’ entrepreneurial spirit is also nurtured through their own jewelry line, giving them early exposure to business and pride in their contributions.
Charis addresses the common fear of sharing one’s creative work, urging individuals to recognize their responsibility to birth their vision. She encourages starting small, embracing failure as a learning tool, and avoiding the regret of never trying.
Her mantra is to "die empty," giving all of oneself to their creative pursuits and living fully through their gifts.
Reflecting on her corporate days, Charis shares the struggle of conforming and suppressing her true self. Now, she fosters an environment where authenticity and diverse ideas are welcomed, emphasizing culture fit and soul match over traditional qualifications.
She encourages finding or creating communities where individuals can thrive and express their unique selves.
During the pandemic, Sassy Jones experienced significant growth through consistent e-commerce efforts and live streaming. Charis highlights the importance of maintaining consistency and readiness, even when under a magnifying glass, as key to their breakout success.
When asked about the values guiding her decisions, Charis identifies three pillars:
These principles ensure alignment and integrity in her work.
Charis Jones’s story is a testament to the power of designing a life and business rooted in authenticity, creativity, and emotional alignment. Her journey from corporate challenges to building a thriving brand and community offers inspiration for anyone looking to create boldly and live fully. Through embracing fear, manifesting dreams, and fostering connection, Charis exemplifies what it means to design your life with intention and heart.
This comprehensive insight into Charis Jones’s philosophy and entrepreneurial journey provides valuable lessons on creativity, resilience, and the importance of living a life true to oneself.
