North Star Boutique opens on North Shore
With two of her own daughters, Josselyn Nielsen said she frequently found herself unable to find the type of clothing fashion that was affordable but also more modest than what she saw at most stores.
While shopping for a prom dress for her oldest daughter, Nielsen said she struggled to find what she thought was ageappropriate attire after going to numerous stores.
“I just had a pit in my stomach, and I heard God tell me, ‘You should do something about this’ — and here I am,” Nielsen said in an announcement of her new plans.
On Friday, the Navy veteran and New York native who lives in Chattanooga will open a boutique on the North Shore she says will be tailored to suit the beauty found in each woman.
Known as North Star Boutique and located near the Whole Foods store at 313 Manufacturers Road, Nielsen’s 650-square-foot boutique will open for the first time at 10 a.m. Friday to help more women feel good about themselves.
“When you walk into the store, I want you to realize that you are divinely made,” said Nielsen, who is an active member of The Church of Jesus Christ of Latter-day Saints. “Your talents, your attributes, your personality — all those things make you who you are. You are what makes an outfit look fabulous. What matters most is how you feel about yourself.”
Most of the dresses and clothing items in her boutique will be priced from $30 to $100 each, and she hopes to eventually get donations and raise money to be able to offer clothing for girls with financial hardships.
It’s not just her own daughters she is thinking about in her store, she said in a telephone interview Thursday.
“Body positivity — it affects so many women, of all ages, and there are so many issues with mental health and body shame. I have this sense of stewardship,” she said. “I need to do something to help the younger generation and all women know that inner beauty is what matters.”
The new store will be open 10 a.m. to 6 p.m. Tuesday through Saturday.
“When you know Josselyn, you know that she has a spiritual gift to talk to anyone and to make them feel great about themselves,” said Tim Nielsen, Josselyn’s husband, said in a news release. “She has the ability to see and bring out the good.”
Josselyn Nielsen said she wants everyone who enters North Star Boutique to walk away feeling good about themselves.
“I want you to see the confidence, the smile and the light in your eyes that has always been there,” she said.