Southern Charm Boutique

by Carrie Doyle Jones

In 2010, I started my own business called Southern Charm. It started with a bottle cap and a dream. Our mission was and continues to be to provide clothing and accessories to all people in a Christian environment.

I started making bottle cap necklaces and earrings at home and selling them at local flea markets and craft shows. To my surprise, I was selling out. I was up at all hours of the night making bottle caps to sell. Many people have asked, how did you come up with a bottle cap? I have no clear answer other than I just knew how. Some people have said that God gave me the knowledge, which is true. I quickly realized that I was not going to be able to make enough bottle caps because I was just one person.

I don’t make bottle caps as I used to. I don’t have them for sale in any of my locations currently. I do have a bottle cap at each location because I always want to remember where I came from and where God is taking me.

Southern Charm is a licensed trademark in Tennessee. I expanded into clothing and accessories. Southern Charm specializes in plus-size clothing, but due to high demand, we carry small to 3XL. We know that looking stylish can make your whole day better, so that’s why we’re committed to being your source for the newest trends—but with Southern flare.

Due to the success of my first location inside Debutante Salon and Day Spa, we opened in Chattanooga Wellness Centers of Cleveland. Our third location soon followed at the other Chattanooga Wellness Centers in Chattanooga due to my success in helping people fulfill their fashion needs. We opened our fourth location in 2021, located in the heart of Cleveland on Broad Street. Currently, we are expanding our downtown location. We are very blessed and thankful for the ongoing support of Cleveland and Chattanooga residents. Southern Charm is becoming more than just clothing and accessories.

Southern Charm is more than just a boutique. People from all walks of life walk through our doors and feel the peace. It is funny how God works. He turns the boutique into a place where people can experience the presence of God. You never know when you walk through our doors if you will enter a hallelujah moment or prayer meeting. A hallelujah moment is what some people in our neck of the woods call a praise report.

I am not afraid to stand on the Word of God and praise Him for all He has done for me, my husband, Dr. Shawn R. Jones, and the people I encounter. I will not allow society to tell me that I can’t praise Him and pray for people who walk through our doors. Southern Charm was built and will remain focused on our primary principle of God. I am grateful for the success of my boutiques, and I am looking forward to the future of Southern Charm.

As you plan for your spring and summer wardrobe, come by one of our four locations. Our locations include 266 Broad Street, Cleveland, 2245 Chambliss Ave NW, Cleveland, 2563 Georgetown Rd NW, Cleveland, and 6016 East Brainerd Rd, Chattanooga.

Carrie is publishing a Christian lifestyle book called Life Lessons: Daring to Say “You Can” When Others Say “You Can’t.” You can find Carrie’s book out this spring! 36 // May 2022