Sassy Jones: Bold, Faithful, and Unapologetic
In celebration of Black History Month, we spotlight Black designers whose work continues to shape fashion through creativity, intention, and cultural impact. Sassy Jones,
founded by Charis Jones, is a striking celebration of bold femininity, unwavering faith, and confident self-expression. Known for its vibrant, statement-making accessories, the brand empowers women to show up fully, take up space, and lead with presence.
Built from a leap of belief, Sassy Jones has grown beyond fashion into a purpose-driven movement rooted in authenticity and empowerment. What began as a courageous answer to an inner calling has evolved into a brand that speaks directly to women who refuse to dim themselves. Through color, scale, and intentional design, Sassy Jones transforms accessories into declarations—each piece reinforcing confidence, individuality, and self-worth.
In this conversation, Charis Jones reflects on the journey that shaped the brand, the role faith has played in her leadership, and what it means to create boldly while honoring both legacy and future. Her story is one of trust, resilience, and vision—proof that purpose-led creativity can build something lasting and deeply resonant.
Zoey: You mentioned that Sassy Jones was born from a single question you asked yourself: “What would I do if I gave myself permission to show up for this moment?” Looking back, how has that question continued to guide your decisions as a founder
Charis Jones: “What would I do if I gave myself permission to show up for this moment?” has been a compass.
It’s how I decide which rooms to walk into, which risks to take, and when to leap, even if the landing isn’t visible. I ask it every time fear tries to creep in and dim the light. That one question gave me my company, my hour on national television, and my presence in Forbes. It reminds me that legacy is built in the moments you don’t wait to be chosen. It’s how I’ve created space for women to choose themselves first—boldly, joyfully, unapologetically.
Zoey: Accessories have been a part of your story since childhood, from your matriarch’s handbags to those ruffled socks that brought you joy. What do accessories symbolize for you beyond style, especially for the women who wear Sassy Jones today?
Charis Jones: As a little girl, I wasn’t just dressing up—I was becoming. Those ruffled socks made me feel radiant, seen. That radiant feeling is what I now design into every piece. Accessories, for the Sassy Jones woman, are declarations. They say: I matter. I’m worth the sparkle. I deserve to take up space. It’s never just about a necklace—it’s about how she feels when she puts it on. That’s the real power.
Zoey: Selling your car to fund your first trade show was a bold and deeply personal sacrifice. In that moment, what did you learn about your relationship with fear, faith, and purpose?
Charis Jones: Selling my car wasn’t just about money; it was about devotion.
I learned that fear shrinks when your faith is bigger. I didn’t know what was waiting on the other side of that decision. I just knew I couldn’t stay in the same place. That moment taught me that purpose will always require a sacrifice—but it will also return to you multiplied. I didn’t lose my car. I gained my calling.
Zoey: You’ve said that day at the trade show taught you two things: that you could do this forever and that you discovered your ideal client. How would you describe that woman now, and how has she evolved in tandem with the brand?
Charis Jones: I met her, the Sassy Jones woman, that very first day.
She’s always been there: bold, brilliant, hungry for more. She was tired of playing small and shopping safely. She wanted to be celebrated, not tolerated. Over time, she’s evolved alongside me. She has become more confident, more radiant, and more aligned. And she shows up now not just for the product, but for the feeling. For the permission to shine fully.
Zoey: Sassy Jones has grown into more than just a fashion brand; it feels like a movement rooted in confidence and self-expression. How intentional was that from the beginning, and when did you realize you were building something bigger than accessories?
Charis Jones: This was always about more than accessories. In the beginning, I thought I was selling jewelry. But what I was really building was a movement rooted in audacity. I just didn’t have the words for it yet. Once I started witnessing the transformation,the women crying in dressing rooms, the stories of confidence rediscovered—I knew this was spiritual. It became a sisterhood. An awakening. And that intentionality now drives everything we do.
Zoey: Coming from a corporate background, what lessons did you carry with you into entrepreneurship, and which ones did you have to unlearn to lead authentically?
Charis Jones: Corporate taught me structure. It taught me the rules. But entrepreneurship taught me how to break those rules with purpose. I had to unlearn perfectionism. I had to stop hiding behind PowerPoints and start speaking from my heart. I had to learn that true leadership isn’t about being in control—it’s about being in alignment. And I’ve led from there ever since.
Zoey: Your brand encourages women to show up boldly and unapologetically. How do you personally stay grounded and aligned when the business demands more of you than you initially imagined?
Charis Jones: I stay grounded by staying in gratitude. When the demands get heavy, I remind myself that this—all of this—started with a prayer and a dream in my guest room. I get still. I listen. I say no more often. And I keep a tight circle of truth-tellers around me who help me remember who I am. Alignment protects me. Faith fuels me. And joy? Joy is my strategy.
Zoey: For women standing at the edge of their own ‘permission moment,’ what advice would you give them about trusting the vision, even when the resources, security, or certainty aren’t there yet?
Charis Jones; For any woman standing at the edge of her own ‘permission moment’: Leap anyway. You don’t need all the answers to get started—just a reason. Trust what you feel more than what you fear. You don’t have to be fearless. You just have to be faith-full. The clarity comes in the doing. The provision shows up when the vision is honored. Your next level is waiting for your yes.
As Black History Month calls us to honor legacy while uplifting the present, Sassy Jones stands as a testament to what happens when faith, fearless creativity, and bold femininity align. Charis Jones’ journey is not only one of entrepreneurship, but of vision—reminding women everywhere that showing up unapologetically is powerful, purposeful, and transformative.