Raquel Howell started Olivia James Apparel while pregnant with her daughter Olivia — building an online boutique from home, doing pop-ups, growing through word of mouth. When a reconnection with a high school friend named Lindsey led her to Senoia and an opportunity to take over her Main Street location, Raquel said yes. This September marks seven years on Main Street. The name on the door has always been her daughter's. The heart behind it has always been hers.
The OJA customer is hard to pin down by age — and that's exactly the point. College graduates heading to their first interview, corporate professionals, stay-at-home moms ready to retire the leggings, women updating their wardrobe in retirement. What they all share is an appreciation for pieces that are easy to wear, won't go out of style next season, and can be reached for again and again.
Raquel's commitment to simplicity is what sets the shop apart. Thoughtfully curated neutral pieces. Small, intentional collections that don't overwhelm. Every item selected with a purpose — can it be styled multiple ways? Will it remain relevant long after the season ends? The goal has never been to fill a closet. It's to help women build one that actually works.
Personal styling sessions and wardrobe rehauls are available for anyone ready to take that next step.
Seven years in, this is home — and if you haven't made it downtown lately, Raquel hopes this is the nudge you needed.