Story-Tell: Sitting Down with Joy Lee, Founder of Momni + Stori Weddings Boutiques
Welcome back to EL’s “Story-tell” series! Our goal is to provide our readers with perspective on company culture, brand growth and overall experience as an entrepreneur. From scrappy beginnings to today — it’s time to be inspired!
Our team is so excited to be chatting with Joy Lee, founder of the beloved Jacksonville-based, MOMNI + STORI Weddings Boutiques. We’re so grateful to have had the chance to feature her story with this Q + A. Let’s get to it!
Q: Can you tell us how MOMNI Boutique came to be?
A: In 2009, my mom was diagnosed with lung cancer and instead of worrying about her illness, she asked me to start a small business where she could focus her daily life sharing her passion in this community. I asked my mom what made her happy and it was sewing. I immediately knew that I wanted to create a new concept of alterations services where none of the machines or clothes would become visible. I wanted to create an experience, and as we were discussing the name for our business, we placed two words together, “MOM + I”. We could not find a better name than putting these two words together, “MOMNI.” MOMNI never started as a boutique – it started as small alterations shop in Murray Hill.
Q: When did you first realize you had an interest in fashion?
A: My first job was working with college kids at a university where I needed to dress appropriately, and I did not want to wear a typical pencil skirt and a button-down shirt. I became creative with my outfits to express my personality while still dressing professionally. I received so many compliments on a daily basis from my co-workers asking how I was able to put fun, trendy outfits together while looking professional. It was then when I decided to leave my job to fully expand MOMNI into a boutique. A single rack of original, curated clothing in the front of the alterations shop – one rack grew to two and so on and that’s when the new MOMNI Boutique was born in 2015.
Joy Lee, Founder of MOMNI + STORI Weddings Boutiques
Q: Tell us about the beginning of your entrepreneurial journey. Was it a natural path or did you decide to take a big risk one day to make it happen?
A: Running a business has always been natural for me. I started my own business when I was 18 years old as a college kid operating an ice cream parlor at The Landing in downtown and then a coffee shop as well as a gift shop, all in the downtown of Jacksonville. I was not afraid of new challenges because I knew that if I did not take any steps forward, I was going nowhere.
Q: What is your WHY behind the brand?
A: My love of fashion sparked early when learning how to sew in eighth grade home economics class. After bringing home my creations, my mom helped me to further my skills and I began to make my own unique outfits and transform old and new pieces into new. With the knowledge of quality craftsmanship and an eye for up-and-coming trends, the pieces MOMNI carries are definitely set apart from the crowd.
MOMNI is different from any other boutique because we are still running our baby business – alterations! Not only will our customers be shopping one of kind pieces, they can fit like one too!
We stay very true and consistent to our brand – transitional timeless pieces – one dress will work during the day and for an evening date!
Q: Where do you source products from? Where do you draw inspiration from when looking for trends?
A: Our buying team travels 8-10 times a year attending trade shows throughout the country and there is no single formula when it comes to buying. Our buying team makes sure not to shop for ourselves, but for our MOMNI customers. It’s not about what we are wanting but making sure we find what our customer needs.
Q: Can you give a fashion newbie some tips for developing and discovering their own personal style?
A: If you are clueless about your style, ask the experts and listen to them. Even if it’s not your style or you are afraid of stepping out of your box, you have to be willing to try new styles!
Q: What are three of your favorite fashion brands you carry now or hope to carry soon?
A: Current Air, FRNCH and Things Between.
Q: Can you give advice to someone who wants to open their own clothing boutique? What do you wish you had known when you first started?
A: Make sure you know who you are trying to target! When I first opened, I thought I wanted to target customers in their 20-30’s, but the majority of the customers were ranging in age anywhere from 20 to 60 in this neighborhood. I had to make a quick shift with my inventory because I knew that my initial inventory was not meeting my customers’ needs.
Q: We’re also huge fans of STORI Weddings Boutique! Can you tell us more about this boutique and the collections you carry?
A: MOMNI customers wanted MORE!!!! They wanted more than everyday pieces! They began to ask us to carry special occasion styles to wear to a formal wedding, fancy corporate events, and so many bigger memorable events for bridesmaids, MOB and MORE! Plus, not everyday alterations, but specializing in wedding dress alterations! We heard the needs of our customers in this community and that’s how STORI was founded.
At STORI, we carry formal evening gowns (offering complimentary alterations) and specialize in wedding dress alterations. We currently work with 30-50 brides a month!
Q: What does STORI Weddings offer for Brides-To-Be and their families that they simply can’t live without?
A: Bridesmaid dresses, dresses for MOB, MOG, alterations services for their entire family and friends! (Don’t forget that we also have a fabulous collection of jewelry).
We named our shop STORI because we want to be part of everyone’s life story which means YOUR FAMILY!
Q: Entwine is a lifestyle + retail-focused Commercial Real Estate Company. Our jam is to make authentic connections + undo the ordinary. What are some specific ways you strive to “undo the ordinary”?
A: Can you name a place where you can get ALL in ONE PLACE? It’s here at MOMNI and STORI! We may sell the clothing and accessories you need, but we also provide you an EXPERIENCE where no where else can.
QUICKFIRE Q’s
Q: What piece of clothing do you hope never goes out of style?
Oversized button-down white shirt!
Q: What’s one of your favorite ways to spend your free time?
Travel! Even if it’s going away for two nights – I will spend it as if it’s for the full week! I learn so much when I travel!
Q: In another life if you weren’t running MOMNI, what might your job be?
I have never imagined myself apart from MOMNI! I think the best way to answer this question is MOMNI 2.0!
Q: How can our readers find MOMNI + STORI?
P: (904) 438-5533
A: 1132 Edgewood Ave S, Jacksonville, FL 32205
IG: @momnijax
P: (904) 518-3159
A: 1126 Edgewood Ave S, Jacksonville, FL 32205
IG: @storiweddings
As long-term customers, we are incredibly grateful to have had this opportunity to share Joy’s entrepreneurial journey, as she’s showed us that anything is possible.
If you are not local to Jacksonville, do not sweat! MOMNI ships domestically to a house near you!
For more style inspo check out this post and support local!