Nearly 10 years ago, Raleigh teenager Aly Silverio launched Jawbreaking, a graphic tee line that found fans in local fashionistas and celebrities alike. Silverio recently gave up the reins of the company after it was bought by another young designer with Triangle roots – 23-year-old N.C. State grad Jefferson Ellison.
Ellison recently relaunched the brand online (shopjawbreaking.com), with a new look and focus. Rather than just a t-shirt company, Ellison has expanded the line to include a full offering of clothing from skirts to socks.
“Our customer has t-shirts, so she’s casual; what does that causal person wear to a wedding or to work every day?” he says. “That’s my goal – to define what it means to have that customer who liked what we did before, but she has a job, she has a husband, she goes out. She has a different life than when we started. She’s adapted and changed, and we’re adapting and changing.”
Digital Access for only $0.99
For the most comprehensive local coverage, subscribe today.
Part of the overhaul includes a new look for the brand’s website, which now features more fashion editorial-style photography than simple images of clothing on models.
“This is the first time we shot an actual campaign, so rather than shooting where it’s just a shirt on the model, we’re trying to do something more elevated,” Ellison says.
Ellison – who has worked as a freelance buyer and behind the scenes for BCBG during New York Fashion Week – has a vision to evolve Jawbreaking into a fully developed fashion brand that gives women a sense of style and confidence.
“We’re doing more than just asking someone to spend their money,” he says. “We’re creating something beautiful that makes the customer feel beautiful.”
Bargain Box Turnstock
Twice a year, the Junior League of Raleigh’s Bargain Box holds “turnstock,” a change of inventory from one season to the next. The store will make its winter to spring/summer change on March 6, opening at 1:30 p.m. that day to give shoppers a first look at what’s new. Sales from the Bargain Box benefit the organizations philanthropic efforts. For more info, visit jlraleigh.org.
Talbots Accepting Donations
Local Talbots stores will be collecting gently used work attire, as well as monetary donations, through March 5 to benefit Dress for Success Triangle. The donation drive is part of a company-wide effort to support Dress for Success chapters nationwide, which assist women in need who are searching for jobs by providing resume assistance, networking programs, interview coaching and interview attire. . For more info, or to donate online, visit talbots.com/dressforsuccess.
Joint Venture Jewelry in Cary hosts a show for betrothed couples March 8-18. During the event, the store will feature a variety of wedding band styles – from vintage to contemporary – for men and women. During the show, shoppers will get $100 off estate designs and $50 off custom orders. For details, call 919-678-0092.
Send Style Watch tips to email@example.com.