cater to as wide an age demographic as possible.” Given these goals — as well as JEMS’ accessible price points — it makes sense that Julia says the boutique attracts visitors ranging from “younger millennials” to retirees. JEMS’ extensive digital presence includes an online store and social media accounts on Facebook, Instagram and Twitter. But for those within driving distance to the boutique, a personal visit is ideal. “We can give a one-on-one fashion consult at any time, to any customer,” Julia says, noting that the entire JEMS team has seven years or more experience in their field. “One of the biggest things about JEMS,” Julia continues, “I aim for all our lines to be exclusive. You won’t find these items anywhere else in PEI.” (In fact, she notes, JEMS is actually the sole Canadian supplier for one UK-based brand.) “When we’re asked to donate an item, we always try to say ‘yes,’” notes Julia Campbell, outlining JEMS’ prolific charitable involvement. “We’ve been a partner with Family Violence Prevention Services since we opened our doors.” They’ve also supported the Canadian Mental Health Association, Canadian National Institute for the Blind, Heart and Stroke Foundation, and more.
“ We’re all about confidence and empowerment. Style can be part of what makes you confident.” - Julia Campbell
One particular line, Go 2, was in fact created by Julia and Maureen Campbell. “It’s basic styles that you can ‘go to’,” Julia says of the striking collection. “You can transform between work, errands, evenings, dating, and nights out.” The mother-and-daughter Campbell team are painstakingly involved in Go 2’s production: “We design it here in PEI,” Julia says, and while production is outsourced, “we handpick all our fabrics ourselves.” In 2018, she reveals, Go 2 will create its first fall/winter seasonal collection. One gorgeous maxi-dress on sale at JEMS Boutique turns out to be not just part of the Go 2 line, but Julia’s favourite piece in the shop. “I’ve worn that one in three sizes,” she laughs. “When I was pregnant, I wore it right up until my due date. It’s an extremely versatile piece, made of fantastic material.” It certainly caught our eye at PEI Living.
▲ MODELS: (TOP:L-R) Cameron Cassidy, Julia
Campbell, Marla Morrison (all wearing a Go2 big shirt styled 3 different ways)
JEMS Boutique 102 Queen Street Charlottetown, PEI 902.894.1457 www.jemsboutique.ca
SPRING 2018 www.pei-living.ca
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