Charis Jones, Founder & CEO of Sassy Jones
What starts as a simple hustle can often transform into something far greater than imagined. For Charis Jones, founder and CEO of Sassy Jones, entrepreneurship began in the midst of survival—balancing the demands of motherhood, packaging earrings during nap time, and pushing forward with sheer determination. But what began as a side hustle soon evolved into a movement, one that empowers women to embrace their confidence, step into their boldness, and redefine what it means to shine. Through innovation, resilience, and an unwavering commitment to community, Sassy Jones has become more than just a brand—it’s a revolution.
As Sassy Jones continues its meteoric rise, one thing remains clear: this is just the beginning. With ambitious plans for expansion, a growing product line, and a community that thrives on empowerment, the future is nothing short of dazzling.
FEMI: Building a brand while raising twin boys is no small task! Can you take us back to those early days—what was your initial vision for Sassy Jones, and at what point did you realize it was transforming into something much bigger?
Charis Jones: At that time, I was literally in survival mode—juggling the demands of sleep training six-month-old twins while simultaneously building my business. During their nap times, I would hurry downstairs to package earrings, carefully placing them on cards for incoming shipments. It was a chaotic yet deeply fulfilling season.
Amidst the hustle, I felt an undeniable pull on my life—an urge to inspire, motivate, and uplift women. But I knew I didn’t want to follow the traditional paths of coaching or motivational speaking. Instead, I envisioned something different—a product-based brand infused with a deeper purpose, a ministry with an edge.
I realized this vision was so much bigger than me the moment I moved my brand out of the spare bedroom of my home and into a modest 600-square-foot studio. I transformed that space into an appointment-only boutique, and soon, women were rushing over on their lunch breaks just to experience it. Their enthusiasm was electric! It was their outpouring of love, excitement, and undeniable market demand that led me to host a launch party. That night, as I watched the sheer joy and confidence the pieces brought to these women—the way the word spread so effortlessly—I had a revelation: Sassy Jones was more than a brand; it was a movement.
FEMI: The Sparkle Party has become a game-changing experience for your audience. What inspired you to create this concept, and how do you think live streaming has played a role in shaping the brand’s success?
Charis Jones: Live streaming has become the heartbeat of our community—a sacred gathering place where women feel seen, valued, and connected to our brand. But it all started with a simple idea: expanding beyond the trade show circuit and into the digital space.
Determined to reach more women, I repurposed the same shelves I had been using for trade shows, set them up in my kitchen, and went live on Periscope. That first night, only 12 people joined—but I made $600! That conversion rate lit a fire in me, and I knew I had tapped into something powerful.
I kept streaming, refining the experience, and soon, The Sparkle Party was born. I was literally pretending to be on HSN, running my own show—until, years later, that dream became a reality. Now, seven years later, we continue to show up for our community every single week. Of course, I took some time off at points, but live streaming has become an integral part of our brand, shaping our success and deepening our impact.
FEMI: Sassy Jones is not just about fashion—it’s about empowering women to embrace confidence and “decision audacity.” What does that mean to you, and how have you seen it impact the lives of your customers?
Charis Jones: At Sassy Jones, we don’t just sell jewelry—we sell transformation. Through our product descriptions, messaging, packaging, and marketing, we challenge women to step outside of their comfort zones.
Time and time again, we hear women say, “This is too much for me!”—not realizing that their hesitation is rooted in a deeper, limiting belief. Rather than simply encouraging them to buy the piece, we speak to their soul. We help them recognize that this isn’t just about an accessory—it’s about who they are becoming.
That’s why we developed a mindset practice called Decision Audacity. It’s the art of making bold choices with confidence, and we’ve witnessed how it trickles into every area of a woman’s life. When she finally dares to wear what she was initially drawn to, she starts asking for more, walking taller, and inspiring those around her to shine brighter.
We call this transformation The Sassy Effect—and it’s absolutely contagious.
FEMI: Many entrepreneurs had to pivot their strategies, but few have done it as seamlessly as you. What were some of the biggest challenges you faced while transitioning from trade shows to digital selling, and how did you overcome them?
Charis Jones: It may have looked seamless, but trust me, it was anything but. I vividly remember wanting to transition from the road and open a small office suite to use as a boutique. I was excited about the next step—until I applied for the lease and got denied because I had maxed out my credit cards funding the business. It was a wake-up call, but I refused to let it stop me.
Then, just as I transitioned to digital, I experienced a devastating personal loss—my grandfather, who had raised me, passed away. He was my father figure, my rock. Watching my grandmother navigate life without him was heart-wrenching, and balancing my grief with the demands of building a brand felt impossible at times.
But life doesn’t wait. Just two days after he passed, I was scheduled to speak at Steve Harvey’s Act Like A Success Conference. I remember standing backstage, completely consumed by doubt, feeling like I could not go through with it.
But I did.
I stepped onto that stage, poured my heart out, and delivered. I know he was proud.
FEMI: You’ve built a powerhouse brand while being a mom of twins. How do you balance being an entrepreneur, a mother, and a leader without losing sight of yourself in the process?
Charis Jones: I have one non-negotiable: I stay first. Period.
Whenever I undergo significant change, I promise myself that I will integrate the new thing into my existing life—not let it consume me. It takes discipline, and sometimes I have to drag myself to therapy, hot yoga, or even the spa. But I do it because prioritizing myself ensures that I don’t lose myself in the journey.
For me, it’s not about work-life balance—it’s about harmony. I refuse to be engulfed by any one thing. Instead, I choose to move with intentionality, keeping my well-being at the forefront.
FEMI: Sassy Jones has already redefined the way women accessorize and own their confidence. What’s next for the brand, and how do you see it evolving in the next five years?
Charis Jones: Our future is limitless.
Over the next five years, we plan to expand our reach through distribution and retail experiences in new cities. There is nothing like shopping at a Sassy Jones store in person, and we’re eager to bring that magic to more women nationwide.
We’re also expanding our jewelry selections—introducing finer, more elevated pieces to continue offering our clients new ways to express their boldness.
We’re not just building a brand—we’re building a movement.
And the best part? We’re only getting started.
As Sassy Jones continues its meteoric rise, one thing remains clear: this is just the beginning. With ambitious plans for expansion, a growing product line, and a community that thrives on empowerment, the future is nothing short of dazzling.
Photographer Credit:
Julie Adams with Julie Adams Portrait
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