A trip to EtAl is in itself a getaway. The name was born of storeowner, Deann Fontaine, a practising lawyer, who, befitting of her legal background, was intrigued by the Latin phrase “et al”. Meaning “and others”, EtAl became synonymous with the vision Fontaine had for her store to provide a wide variety of things that were not only easily accessible, but created a community for and catered to the modern woman, no matter her fashion needs.

At the front of the plaza, EtAl’s modern white décor stands boldly among the lush green flora that surrounds it, creating an intimate hideaway boutique and shopping experience. As customers walk down the stone path in the direction of the store, they get a peek through modern glass panelling into the smart black and white décor accented with deep woods and bright prints associated with traditional African garb. The store celebrated its grand opening on December 8, 2017 and it was nothing short of grand.

Deean Fontaine made her entrance in an EtAl piece, of course, an ethereal blue and yellow floor-length wrap dress — and chatted away with the influx of customers and supporters who streamed in as the night progressed. This is Fontaine’s second store. The Nigeria-based, Jamaica-bred lawyer recalled having had a store at the Montego Bay airport. However, the concept was much different from that of EtAl. A jewellery, clothing and home store, EtAl is inspired by her travels between Africa, the US and Jamaica.

While Fontaine has always had an eye for “beautiful things”, she credits her inspiration for the store’s concept as people’s interest in the patterns she brought back from her time in Africa. She marks that the store’s predilection for African garb is a direct reflection on her now third year living in Nigeria and her three years living in Uganda prior to that.

“I realised that there was an opportunity to indulge in the very lovely fashion that existed there”, she recalled. An aficionado for all things beauty and fashion, Fontaine encourages that there is no one way to appreciate the two things – a mindset that reflects in the wide array of African pieces she sells.“I also started selling art and sourcing art from African artists so I curate for some of the African artists as well.” EtAl features a sleek gallery to the back of the store featuring several oil on canvas and one velvet painting.

Despite the steep prices for high quality clothing in Africa, Fontaine makes affordability a priority for all the pieces she sells. It is this accessibility that allows her store to truly encapsulate the maxim store owners strive for “something for everyone”. Describing her target audience as anyone from their 20s to upwards of 60 years old, women can find something for everyday wear, formal wear and everything in between — shirt blouses, rompers, kaftans, kimonos, maxi dresses and mini dresses among other things.

Because of her appreciation for the way clothes can complement the individuality of each woman, Fontaine selects every single piece herself and does not get into the habit of repeating outfits. This method, she jokes, often backfires because customers who cannot get to a particular item in time to purchase it are often disappointed when it is sold by the time they arrive. However, it does have its benefits as it ensures that when her customers dress in her signature pieces, they do not have to worry about being in the same outfit as anyone else.

Fontaine explains that while her legal experience, practice and education were helpful in creating an efficient foundation for her business, it’s her entrepreneurial spirit that has driven her growth all these years. Even in law school, Fontaine remembers selling goods to her classmates. “I’ve always been an entrepreneur at heart,” Fontaine asserted, adding, “I think I’ve always had that spirit [for commerce]. I don’t think any of my friends would be surprised I’m doing this because it’s just something I do.”

The store was born of Fontaine’s long time mobile jewellery business. The support for that 2013 venture led her to expand into creating a fully functional store in her basement — similar to her latest project — EtAl. She credits the support of her loyal clientèle for her continued growth in the jewellery business and expansion into clothing and art having already sold many of EtAl’s pieces online and through social media promotion.

— Tori Tulloch

EtAl Store9-11 Phoenix AvenueKingston 5.Operating Hours:Mon-Fri: 10:00 AM – 7:00 PMSat: 10:00 AM – 6:00 PM