Color Therapy

‘Southern Charm’ alum dishes on her downtown boutique

By Jenna-Ley Walls

For former reality TV star, Jennifer Snowden, the colorful, niche boutique she operates in the heart of the Holy City is much more than a retail gig; it’s a reflection of her entrepreneurial spirit, her love of style and her heart for her son. That’s because James Ascher boutique is named after her eight-year-old.

“He is an absolute miracle from above and my hero,” Snowden said, recalling her child’s death-defying story. “He also takes great pride in seeing his name on the building.”

At just 10 weeks pregnant, the soon-to-be mother received nightmare news from doctors—that her baby wasn’t viable and she’d likely lose it. But believing against all odds, Snowden chose life.

“I decided his life was worth a shot, as is everyones and he not only lived, but he is genius smart (as opposed to) the 24-hour nursing care they told me he'd require if he survived,” Snowden said.

Not long after becoming a mom in 2017, Snowden created her business as an e-commerce shop. After five years as an online presence only, James Ascher finally gained a brick-and-mortar spot along downtown Charleston’s bustling East Bay Street between Chapel and Charlotte Streets in the Wraggborough neighborhood.

Snowden’s motivation for opening the boutique sparked from her days appearing as a guest and friend on the popular Bravo TV series, Southern Charm. Throughout her four years on the show, she gained a sizeable fan base from her style and outfit choices, kindling a desire to share her fashion beyond the Hollywood cameras.

“Viewers would always ask what we were wearing after each episode aired, so I thought I'd start a business where I curated unique, stylish clothing that wouldn't put you in credit card debt,” Snowden said.

In keeping with her mission to offer affordable contemporary items, most James Ascher clothing has a price tag below $150—“a price that doesn’t make you stress out when you look at the receipt,” Snowden said. But apparel isn’t the only product drawing customers to this exclusive retailer.

Accessories, home goods, art, children’s clothing and other gift ideas are also available in what Snowden dubs her “one-stop shop for everyone.”

“We really have something for everyone,” she said. “We have a ton of locals who pop in for a quick gift because we have so many affordable, cute and unique products and we gift wrap, which they love!” 

In addition to offering a variety of vibrant, chic items, James Ascher’s success is largely due to the heart behind the operation. Snowden’s love of people drives her “girl boss” role.

“I love people and helping people feel good about themselves in a small way by making them look their best,” she said. “Getting to now meet people in person is just a great bonus.”

And that personal touch makes all the difference to this small business owner, whose faithful customers have come to fill a more meaningful place in her life and the life of James Ascher Boutique over the years.

“It means so much to me when people travel to Charleston from all over the country and seek out the store to see it in person,” Snowden said. “After seven years, I feel like I personally know them, as I've seen their names on orders and/or interacted with them on social media for so many years now.” 

While James Ascher apparel primarily caters to adult women, all who stop by the shop encounter a vibrant experience Snowden called “color therapy.”

“Even the men say when they walk in the store how ‘happy’ all the bright colors we have everywhere makes them,” Snowden said. “It is like a giant rainbow or crayon box in here!”

James Ascher is located at 515 East Bay Street and online at jamesascher.com.