A purveyor of premium denim for women has joined Richmond’s Westhampton neighborhood. Jean Theory opened their first Richmond store at 5708 Patterson Ave., in early November. The store is under new ownership. It was originally opened in Charlottesville in 2009. Mandy Edwards from Richmond bought the business, which originated in Charlottesville in 2009, from Laura Van Camp. She had been considering opening a boutique for many years.
“I kicked around the idea of opening a women’s retail boutique, and my husband encouraged me, but I couldn’t decide on a focus,” Edwards says. After struggling to find jeans for herself and learning that Van Kamp was interested in restructuring the business, Edwards’ focus soon became clear. The new location of Jean Theory became apparent months later after searching for a brick and mortar storefront.
“I know there’s a market for [Jean Theory],” Edwards says. “Life happens in jeans. If you walk down the street or look around, everybody is in jeans.”
Housed in the former McHugh’s Restorations space, the store neighbors other retailers such as Bella Bridesmaids, Jermies Needlepoint & Linens, and Rick’s Custom Frame and Gallery. In addition to denim from designer brands including Citizens of Humanity, Hudson, Joe’s Jeans, Pistola and more, the retailer sells elevated basics, including T-shirts and sweaters.
The company’s large volume and eclectic brands set Jean Theory apart, Edwards says. “Right now, in the store, we have close to 50 styles across all the brands on the denim wall. I want to achieve my goal. [carry] what you would wear and feel comfortable wearing.”
Jean Theory is committed to providing professional advice for customers to help them select jeans. “Our focus is on helping you find your perfect fit,” Edwards says. “People have been coming in saying, ‘We’re so glad you’re here; we needed this.’”