STYLE
showcasing downtown style JEMS Boutique
Words by Rebecca Spinner Photos: LaVie in Pictures
J ulia Campbell, JEMS’ co-owner, explains. “We’re all about confidence and empowerment. Style can be part of what makes you confident.” Julia’s parents established JEMS about ten years ago. (The boutique’s name was devised using Julia and her mother, Maureen’s first initials, as well as that of Julia’s sister, Emily.) A decade later, the Campbells have been joined at JEMS by a stellar sales team, including shop manager Cameron Cassidy. offers some insight into how JEMS curates that collection. “We focus on style, as opposed to trends,” she The boutique’s popularity has allowed it to grow: “We recently increased the store’s size, and completely revamped its interior,” Julia says. “It’s given JEMS a whole new feel.” Part of JEMS’ philosophy is that “we want as many pieces as possible to be wearable for all women,” Julia notes. Thus, their stock ranges from size two to 18. “We try to The understated, adaptable pieces at JEMS Boutique have a laissez-faire, slightly European feel; they’re flattering and polished, yet truly wearable.
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www. pei-living.ca SPRING 2018
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