Identity Boutique, a clothing store located on 26th and J streets was created by Sacramento State alumna Morgan Jones, who defines the store as “a modern fusion of timeless fashion and urban sophistication.”

Timeless fashion icons such as Audrey Hepburn, Marilyn Monroe and Sophia Loren inspired Jones to create Identity Boutique, which first opened its doors in October 2012.

Originally intent on creating a wedding planning company, Jones said she always wanted to start her own business.

After graduating Sac State in 2011 with a degree in communication studies, she traveled abroad to Italy to study art, design, cuisine and fashion.

Jones said she wanted to bring a piece of Italy back to Sacramento, inspired by the boutiques and fashion she saw on her trip.

“I wanted a boutique that had Nordstrom quality clothing, but is affordable on a college budget,” Jones said. “Women feel better when they put on a great outfit and I want that with people who wear my clothes.”

The boutique is set up like a personal walk-in closet that welcomes and allows shoppers to browse for new clothes. The clothes, jewelry and art are all organized just like a woman’s bedroom.

“I feel that wearing the right outfit can change your entire attitude,” Jones said. “Being confident in what you are wearing makes all the difference in the way you carry yourself. My goal (is) to inspire women to wear what they love so that they can be confident in all that they do.”

When customers ask for a certain product, Jones said she aims to go above and beyond to find exactly what they need and finds most of her products at fashion trade shows in Las Vegas, Los Angeles, San Francisco and New York.

Sac State sociology alumna Becca Ross has shopped at Identity to purchased new blouses.

“Identity is in a great location and the boutiques decor is very cute,” Ross said. “I love that Morgan uses social media updating us with new arrivals and holds contests on Instagram to win gift cards to the boutique.”

Identity Boutique also carries products from local Sacramento brands, such as Fly Elephant Clothing, which helps inspire others who are facing challenges in life. Another brand the boutique carries is Complement Jewelry, which boasts a personalized compliment with every piece of jewelry purchased to help spread joy. Art by local artist Nathan Udy decorates the boutique and is for sale.

Sara Warren, 21, a senior in apparel marketing and design, works at Identity Boutique as one of Jones’ sales assistants. She said she loves her job not only because of her love of clothes, but also for being able to meet and talk to the women who shop at the boutique.

“Working on the Midtown grid has opened my eyes up to see how close people are within our community and are willing to support local business,” Warren said. “I feel blessed to have Morgan as an incredible mentor. I have so much respect for her and all that she has accomplished. I love working for her at the shop and can’t wait to see what it will grow into.”

Identity Boutique has also been involved with a few local fashion shows to help give back to the community. Rock the Runway and Launch fashion shows both raised funds for UC Davis Children’s Hospital.

Despite all her success, there have been downfalls that aren’t keeping Jones down, such as her diagnosis and struggle with Arthritis for 10 years. Jones said she has been through many surgeries and had times where she could not move her wrists or even walk. Jones’ disease has not effected her boutique in any negative way, but it is very important to her to stay healthy to run her shop.

“My health is my first priority and my business comes secondary,” Jones said. “[Arthritis] motivated me to start my business six months after I graduated. And who gets to do that? Not a lot of people.”

Jones said she utilizes social media and networking to promote her shop.

“I try to keep it personal when connecting to people [on Facebook or Instagram],” Jones said. “I want to be able to talk and respond to people myself to maintain the personal relationship with my customers.”

Students can follow Identity Bouquet on Facebook at www.facebook.com/IdentityBoutique, Instagram at identity_boutique or visit the website at www.identitymidtown.com. Identity Boutique is located at 2600 J Street in Midtown Sacramento, next to State Farm and Starbucks.

Sammie Moreno can be reached at [email protected]