Once upon a time, Rochelle Jones sold fashionable items from her home as a “side job.” She would meet customers at the local gym, gas station or wherever was convenient to deliver a stunning necklace or a pair of show-stopping shoes.
Now the Indy native is the proud owner of Roqstars – her own boutique.
“I don’t know if it has hit me yet,” confesses Jones. “Honestly, it’s a good feeling to know when I punch the clock it’s my own clock. It doesn’t feel like a job because it’s my dream. It’s great to come into a place I designed and worked hard for.”
Thirteen years ago was an entirely different scenario for Jones; she was clocking in as a quality insurance inspector, working seven days a week. She felt she didn’t exist.
Her dreams of becoming her own boss were on delay because she was afraid. Jones was comfortable with her job until one day she could no longer rely on it – she was fired.
“After working for 13 years that’s all I knew. I was getting stressed out and was about to go look for another job, when my husband said to me, ‘Why don’t you pursue your dream?”‘
Jones said she stepped out on faith and into her calling, finally deciding to let her inner rock star shine through her passion for chic women’s shoes, apparel and accessories.
Customers can now walk into a family-size boutique, portraying a rock star vibe. From the ceiling hangs guitars and glittery disco balls. The retro feeling comes from the old records surrounding the walls above, while the music adds to the overall atmosphere.
Roqstars specializes in unique items. Jones only orders up to seven items of everything in the store. Therefore a customer has a lesser chance of spotting another woman with the same purchase.
“Women like to hang out and not have the same thing on as everyone else. That doesn’t mean it has to be expensive, but it must be unique,” Jones said. “I want to supply women with unique items that don’t cost an arm or a leg.”
Showcased on her business card is a woman with a butterfly drawn onto her face stretching over her eyes and above her cheekbones.
Jones feels that she is like a butterfly that went through a metamorphosis. Her first phase as a caterpillar was working a 9 a.m. to 5 p.m. job; she was lifeless. When she lost her job, she was in a holding pattern – her cocoon. Eventually, God sat her down and spoke to her and allowed her to spread her wings, through Roqstars.
Now Jones realizes being fired was a blessing in disguise.
“I’m glad I lost my job,” she laughs. “I thought it wasn’t good at first, but had I not lost my job I wouldn’t have my dream.”
