Sunday, June 21, 2009 | Life, In this Issue..., Style
SP Know Jac

Boutique owner and fashionista Jaci Effron

Photos/Spark St. Jude

Jaci Effron

By Alison Abbey

What she sells: Men’s and women’s clothing, jewelry, shoes and accessories, as well as pieces for babies and unique gifts. “It’s an emporium of good design,” says Effron. “We specialize in independent, global designers [including] Steven Alan, Built By Wendy, Smallfolk, Frye and James Jeans.”

In the beginning: “I opened the shop in August 2007,” she says. “Having spent five years living in Manhattan and Brooklyn, I moved home to Atlanta obsessed with design and determined to open a boutique that sold a diverse selection of merchandise—a mini design mecca where you could get everything from the perfect pair of jeans to an impossibly cute baby onesie. As an editor/stylist, I was already accustomed to pulling together beautiful things, so I just decided to take the plunge and pursue the dream.”

Biggest challenge: “Owning and running your own business, no matter what your background, is a steep learning curve,” says Effron. “Sometimes the biggest challenge is staying on top of all the challenges and making sure they are solved. Oh, and yeah, there is that little challenge known as a global recession!”

Her favorite things: “I love everything in the baby section and have been spoiling my friends’ children with anything I can get in our department! Loving the new Tanjane tie-dye dresses—so easy to wear and perfect for summer. I’m excited about the new Born Uniqorn stuff that’s on its way. It’s designed by actress Taryn Manning, and I love her sense of style—very Bohemian.”

What’s next: “I’m truly in love with everything in the store, so the ‘what’s next’ really involves spreading the Jac love as far as possible. Whether it’s global (our Web site serves customers around the world), national (Stacy London from “What Not the Wear” chose Jac as one of her favorite boutiques in the country), or local (we love getting to know our customers on a personal basis)—owning a boutique is a constant blur!” SP

Jac is located at 245 N. Highland Ave., Suite 120. 404-681-4696. www.dearjac.com.