We had the good fortune of connecting with Jasmine Johnson and we’ve shared our conversation below.
Hi Jasmine, we’d love to hear more about how you thought about starting your own business?
I’ve always been in love with fashion starting from a very early age. I admired my mom when she would get all dressed up, put on her makeup, and make the perfect look for the day. Her style really inspired me to be in the fashion field. I held on to that dream until I was able to put my foot in the door at the age of 15 as a fashion model. I noticed at the time women of color were rare in the industry and being so young I didn’t realize how important it was for them to have a diverse community. As I got older, I realized how uncomfortable I began to feel as a black woman in an industry that was not very diverse or accepting. Being true to my ethnicity was not accepted on most jobs, my natural hair indefinitely being a big issue on most booked jobs. I wondered how I could find a way to shift the industry and make all women feel comfortable just being true to who they are. I knew I wanted to start a high fashion women’s clothing brand, and it was important for me to create a brand with diversity, but most importantly a brand where ethnic models feel accepted in natural form.
What should our readers know about your business?
I created Jasmine Renee The Label for all women to feel beautiful. My mission was to bring a more diverse brand to the high fashion industry, as it lacks ethnic models. The biggest value of my brand is providing quality fashion and timeless pieces. My collection releases are slowly curated to make sure that I deliver those values to my customers. With multiple attempts over the past 5 years, I finally launched Jasmine Renee The Label in November of 2020. I sat on launching for 5 years for many reasons, but mostly because I didn’t feel a connection with the other brands. I wanted my brand to be a reflection of women like myself. It definitely was not easy in the beginning due to a lack of funding, juggling every role of operations alone, not being confident in my work, and the on and off battle of depression and alcoholism. I overcame those obstacles by leaning on God most of all, my faith has played a major role in my success. I’ve learned so much about myself during my journey as an entrepreneur and realised how much I needed to get out of my own way. I also learned to overcome prematurely announcing things about my brand that I have not thoroughly planned out. I would like my brand and my story to connect with others all over the world who feel or felt the way that I once did. I’ve been dreaming for so many years to have a fashion brand and it’s finally happening, and it can happen for anyone, all it takes is a start. I had to understand that in the beginning things will not be exactly how you imagined or even planned for them to be, but don’t let that stop you from starting.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’m from Virginia, so I would definitely start at any beach here in LA. I love rooftop bars/restaurants, we don’t have many back at home so I would take my friend to any rooftop bar. It’s something about being able to eat, and have drinks looking over the city. I just love it! Literally, my favorite thing to do. Some Rooftop places I love are : Catch LA, The Highlight Room, Mama Shelter, and so many more!
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would love to give a shoutout to some very important people who have supported me throughout the years. Starting with GOD. None of this could have happened without my faith! My mother Shirrelle Everett, there were times where she didn’t always understand what I was trying to do but would always be supportive in any way that she could whether it was financially or just there on my bad days when I needed a hug. My Boyfriend of 10 years Terrence Booker Jr. has always believed in what I could do. Even today, if I feel defeated and want to give up he’s always there to remind me why I started and how far I have come. All of my friends, Jalisa, Ashe, Luretha, and everyone who has seen me at my highest and my lowest, those who understand my introverted ways but has been there to help and support I appreciate you all! None of this could have been done without you and I’m forever grateful.
Instagram: @Jxssyrenee @JasmineReneeLabel
Suede Williams, Elaine Torres