Flirt Turns

Flirt Boutique turned 10 on Thursday, May 30. Acknowledging its decade-long tenure, the company’s managing director Jennifer Azan expressed her heartfelt gratitude in achieving the milestone. “I never thought we would’ve stayed in the business for a decade,” she told All Woman Fashion (AWF) , “but I’m very happy that we have and are growing stronger each year.”

Recollecting the boutique’s naissance Azan told AWF that the proposition of purchasing the store’s location emerged from a conversation with then owner of Eden, Julie Riettie-Atherton, while attending a swimming lesson with her daughter, Samantha. Once both parties came to an agreement, Azan, with the help of her husband, Emile, drafted the business plans and opened Flirt Boutique in less than two weeks, on May 30, 2009. “Women dress up to look good for themselves and others and are very flirtatious by nature,” she said when asked about the boutique’s name. Similar to the boutique’s classic hot pink gift bag, Azan continues to make a statement with trendy clothing and accessories.

A native of Colombia, Azan upholds the weekend societal norm of dressing up and going out and expressed that Jamaica was the best place for Flirt Boutique to facilitate this lifestyle. Azan emphasised that “Jamaica offers a space to express creativity,” and thought it would be the perfect place to establish a store that would help people find the right look for any occasion.

Back in 2009, the Jamaican fashion landscape was still on the rise as there were not many boutiques providing trendy outfits for various types of women. Azan shared that the industry has greatly evolved over the past 10 years as there are a lot more clothing stores, especially with the rise of online boutiques, making the industry a bit more competitive. However, Flirt remains competitive by valuing one of its quintessential tenets — honesty. “Whatever we post online are things that we have in-store,” she added.

Flirt provides fashionable statements for various demographics and psychographics of women. “We cater to everyone— teenager or a 75-year-old grandmother,” she shared. The clothing can easily transition from the office to dinner reservations or make a bold statement at any function. Doting on her customers, Azan added that she enjoys being the intermediary between her customers and their perfect outfit and finds great satisfaction in their positive feedback.

Occupying the same space since 2009, Azan has contemplated opening other locations. But, as the popular saying goes, “if it’s not broke, don’t fix it.” She explained, “One location ensures top-notch offerings of the best customer service, plus we deliver to our customers wherever they are.” There are also plans to create an online shopping alternative for the boutique.

What’s the secret to a decade in the business? Simply put, Azan said, “I move with the trends and my customers appreciate that.” She described Flirt as a happy and honest place that values customer service with the provision of trendy outfits, but most of all, a family. “We love our customers and can’t wait to celebrate another decade with them!” she shared.

All Woman Fashion makes a flirty flashback.