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Johntines Boutique is a store that caters to plus-sized women

Plus-sized women are all-too-familiar with how difficult it can be to shop for clothes.

The average size of American women is between a 14 and 16. Yet, too many fashion designers, apparel brands and retailers continue to cater their styles to fit smaller women.

This dilemma leaves style-loving, full-figured women with little choice but to either shop on the Internet or venture to plus-sized chains such as Lane Bryant or Ashley Stewart to meet their wardrobe needs.

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As a plus-sized woman herself, Tia Jackson, a 27-year-old Bed-Stuy native, mom and teacher, has long wanted to do something about the fashion industry’s fraught relationship with women in her weight bracket.

“As a full figured woman, I am constantly on the hunt for fashionable clothing that suits me, my lifestyle and my personality,” said Jackson. “Many of the major plus size retailers just weren't doing it for me.

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"They have career wear and sports wear but nothing for the woman who graces the party scene, or who likes to be fashion-forward and unique in her attire. This spawned the idea of opening a boutique.”

Last year, Jackson opened Johntines Boutique, the store (named after Jackson’s parents) caters exclusively to fashion-forward, plus-sized women. The small, but hip boutique features a variety of tops, bottoms, dresses, accessories and body products, which includes “Aidan's Love," a line of body butter for men and women named after Jackson’s son that she plans on launching in the near future. 

Located at 332 Malcolm X Blvd. (bet. Decatur and Bainbridge streets), Jackson started her boutique with no design experience. Instead she uses her own taste for “fashionable and unique” styles to pursue and purchase clothing from manufacturers from all across the country for her store.

“We have some unique pieces that are classic styles,” said Jackson. “I also take heed to what's hot in fashion at the moment, hence a lot of animal prints, kimono sleeves, one shoulder tops, dresses and skinny jeans.”

With size 14 being the most frequently worn women's size, and 64 percent of U.S. women considered to be overweight, the market for plus size women's apparel is just as diverse as that of any other.

Johntines Boutique carries sizes 12 to 26, which for a new business, makes for plenty of business acumen when you consider that plus-sized women plunked down more than $17.5 billion in sales in the 12 months ending in April 2011.

Despite the notion from so-called industry experts and the culturally elite that full-figured women aren’t fashionably-conscious, statistics show that big girls use their earning power to make a significant presence in fashion. In recent years, while standard clothing fits lesser and lesser women, the plus-size market has increased 1.4 percent.

In an economy that continues to struggle, that’s a huge advantage for a small business owner like Jackson. Yet, she’s quick to remind you that her long-term mission is about more than just having a successful business.

“I want to defy the stereotypes of plus size women not being deemed as sexy, attractive or desirable and fashionable. When in fact we are,” said Jackson. “We aim to carry trendy apparel that caters to the social life of the full figured fashionista-- all while empowering women and giving them the confidence to be bold, be unique and daring and look damn good while doing it!”

For more information on Johntines Boutique visit their website.

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