Jolie Bouscule is a Black-owned clothing and accessories boutique offering a range of styles, from casual lifestyle pieces to elegant evening wear. Located in the heart of Over-the-Rhine, the boutique blends modern sophistication with an urban edge. Each collection reflects a commitment to creativity, confidence, and timeless style.
Inspiration and Design
A SoHo-Inspired Vision
Inspiration drawn from the energy of SoHo in Manhattan shaped the creative direction behind the new space. The OTR neighborhood’s revitalization, marked by a wave of distinctive shops, provided the ideal environment for a boutique that blended cosmopolitan aesthetics with local character.
The Space
Designed entirely by Asia Watkins, the boutique showcases a clean, minimalist interior enhanced with luxury-industrial elements. Copper piping serves as a structural accent for the clothing racks, complementing rose gold and blush-toned décor throughout the store.
About the Owner
With professional roots in social work, Asia Watkins cultivated a long-standing passion for fashion, often sketching designs and imagining future collections. Encouragement from close supporters and a readiness to take creative risks led to the development of a career in clothing design and retail.
An initial boutique, launched in 2020, focused on evening wear but closed due to pandemic-related challenges. Determination and renewed inspiration soon sparked the creation of Pretty Hustle, a lifestyle brand built around confidence, comfort, and style.
The continued vision for a boutique dedicated to evening wear—designed for the “after 5” crowd—remained a driving force. That vision ultimately evolved into Jolie Bouscule (pronounced Jo-lay Boss-cue-lay), meaning Pretty Hustle in French. The new boutique combines both concepts, offering lifestyle apparel from Pretty Hustle alongside a refined selection of elegant evening pieces.
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