For a country girl who has come to the city, hunting may be an odd thing in an urban landscape. Hunting for edgy and trendy fashions? Jamie Ainsworth is hoping to make the search easier once Mulberry Dreams has opened on North State Street.
A model since the age of 13, Ainsworth, now 27, brings her years of experience in the fashion world to Fondren’s boutique scene with a concept, she says, that feels like her. “I guess I’m looking to be more earthy,” she explains. “I think that’s what will set me apart. I told someone they will walk in and see the store and say, ‘Yeah, Jamie.’ I just want it to be me, pieced together and styled like I would wear it.”
With fresh white walls, tin and reclaimed wood from her family’s farm — and the latest fashions from New York and Australia — Mulberry Dreams hopes to appeal to a younger audience. But Ainsworth isn’t trying to limit her clienetle. She says, “There will be lots of pieces for younger girls but, I’m sure my grandmother will come in and buy something, too.”
Recently returned from a trip to one of her favorite places, New York City, Ainsworth says she is inspired by the self-assured women she sees there. “It’s all about confident and powerful,” she explains. “(I think women should) be confident in what they wear and how they look. New York portrays that as effortless.” In contrast, she cites a love for the fashion coming from down under, too. “Australia’s vibe is more laid back, free spirited and Bohemian.”Â
Fashion, Ainsworth feels, shouldn’t be so ‘this or that.’ “What I do is buy pieces I can do anything with,” she says. “When I look at something, I want it to be (casual and dressy). If it’s a dress, wear it to a wedding, but let’s figure out how to go casual and put on a pair of boots with it.”Â
The Magee native, who has lived in Jackson for six years, also owns JEA Model Management, started in February. She’s had the boutique in mind for some time, but says she’s been waiting on the right opportunity. With so much happening in such a short span of time, Ainsworth proclaims, “Everything’s new in her world.”
Fondren was a fit because it felt laid back. “I’m bringing a NYC vibe, but want to be easy going,” she says. “I had the opportunity to go somewhere else, but my heart is set here. This is where I wanted to be.”
Calling on her boutique’s namesake, Ainsworth talks about a 125 year-old mulberry tree on her family’s farm in Simpson County. “My brother’s favorite spot is there – to sit, to chill, to pray. We’re both such dreamers. I want this to be the perfect spot for people to be inspired and dream, too.”
Update: Mulberry Dreams closed in late May 2015.