Profile: Clairvaux
Join us as with chat with Joni Johnson, shop owner and curator of Fairway’s new Clairvaux.
All photos courtesy of Clairvaux
Fairway shops have gained another new gem, and fashion lovers are flocking to Clairvaux for the modern space, unique offerings and stunning interior. Meet shop owner Joni Johnson:
Joni, congratulations on the opening of Clairvaux! It's just so beautiful. How did you create the brand and aesthetic?
Thank you so much! I named the store after my daughter's middle name, Clairvaux. She is named after a French Saint, Bernard of Clairvaux. So the brand evolved from a French Aesthetic. I knew I wanted something playful and warm and elevated. I also wanted to have a more casual, cool offering in our product assortment. We thought "Parisian Chic with California cool" encompassed our style and point of view, and brought the vibe of the store to life.
What made you take the leap to brick & mortar, and why did you choose Fairway?
I really decided to take the leap after I spent months as a freelance stylist. I just couldn't find the product I was excited about. There are fantastic retailers in Kansas City, but I felt like there was something missing and something I could offer. I had a previous client encourage me to start a new concept, so after I had a clear vision of what I could bring, I went back to her– and she is now my business partner. I choose Fairway for a multitude of reasons. First, I felt like the future of shopping would be centered around Nordstrom going to the plaza, and we’re nearby. I also wanted a local neighborhood feel, and Fairway was the perfect combination.
Small business ownership has its challenges, certainly– but especially opening during a pandemic is no small feat. How is it going so far?
When I first made my business plan and bought for the store back in February, there was no pandemic on my mind! After the pandemic was a reality, I did feel like there was a huge opportunity to build for the future in such a time of big shifting. I think if you're an entrepreneur, you love being quick on your feet and see challenges as an opportunity to invigorate innovation. So surprisingly, I was really excited to open during a challenging time. Opening week really was an eye opener. We had such an amazing response. I think we fulfilled a huge need for people to see something inspirational, and at the same time attainable. We have sweaters for $500 and we have sweaters for $50, so having the option of any price point was a product decision that paid off.
What do you love about the fashion scene in Kansas City? Are there any ways in which you find it lacking?
I love that people have such an eagerness to embrace fashion. I think the culture in Kansas City has evolved so much over the last 10 years. The rise of such great restaurants, music and art have now become a value system in the city which only enhances the fashion scene as well. You can't value art and culture if you don't value fashion: it's simply just another form of expression. I think with the pandemic has altered people's perception of fashion. While I agree with the more dressed down approach, I do want to encourage people to actually get dressed every day and put forth an effort. I think there are so many people struggling mentally because there is no purpose, beauty or interaction. Fashion is such a mood booster, so getting dressed every day, making your bed etc. are great kickstarters to your day and help inspire you and everyone around you.
You've now joined the ranks of many incredible shop-owning women here in KC. Where else do you love to shop?
Where do I start?! The community of women owned businesses in Kansas City is truly remarkable. There is such a supportive atmosphere. Some people say that, and behind closed doors there is something else entirely– but I truly do mean it's an incredible community. Prairie Village has such great stores from Golden & Pine, Welwythn, Etiquette and Clique. I always draw inspiration from Leslie Fraley at Finefolk and Pam DiCappo at Jorjy. Native Atlas and SIerra Winter are a must for me as well!
What can your customers look forward to this holiday season? And someday in the horizon, any big plans for post-pandemic days?
Customers can expect some really cool casual for Holiday. From custom embroidered Kansas City Sweatshirts to some new athleisure brands, we have a lot of newness launching. I think our gift section is going to be one of the best in the city. Some really fun games, puzzles, candles and steamers at all types of price points. It's all the gifts I would want to get this holiday. Post-pandemic, we are dreaming of some really cool events, lots of new designers and not wearing facemasks or shields in store. 2021 will be a really fun year!
