By Corinne LestchContributing Writer
We Are Beautiful began as an idea for a store recognizing African culture and its beauty, but before the grand opening, owners Anthony and Nicolette Jones decided to broaden the store’s appeal. During the winter holiday season, a mirror will hang on the store’s front door to show each customer how beautiful he or she is.
“It means that we embrace our African culture, but it’s really meant for everyone because people are beautiful,” co-owner Nicolette Jones said.
Located in a strip mall with chain stores such as Dominick’s and EB Games, We Are Beautiful, 1966 Dempster St., is a small shop with a few rare items. The store, which opened Oct. 9, is a community-fostered mom-and-pop shop that many could overlook.
Husband and wife Anthony and Nicolette Jones usually find their store milling with their six children, Nicolette’s close-knit family, community members, customers and churchgoers who meet to chat about the day’s events.
T-shirts depicting Malcolm X, Bob Marley and other black leaders make bold statements opposing political injustice, and bookmarks bear the mission statements of Marcus Garvey and the Black Panthers.
Lotions are the store’s best-selling product, Nicolette said, with names such as Ivory Cocoa Butter and Lavender & Wildflowers accompanied by body scrubs and lip balms.
Hair products specifically designed for blacks are also strong sellers at We Are Beautiful. Nicolette, who buys most of the store’s products, makes sure she stocks up on Black Magic Private Collection Oil Sheen and Braid Sheen & Holding Spray.
A back room in We Are Beautiful is almost entirely devoted to West African, Caribbean and other Afrocentric art. For the Joneses, promoting local art is economically practical, and they have many requests for Lester Kerd, Annie Lee and Monica Stewart lithographs. Fraternities and sororities around the Chicago area, including those at Northwestern, have bought these paintings, which portray black Greek life.
Nicolette Jones said she feels a strong connection with her store’s location. In the 1940s, her father worked for 45 years at Clayton Mark’s steel mill, where the strip mall with We Are Beautiful is now located.
Anthony used to be a college basketball coach, and the family was accustomed to traveling with him and living in different places throughout the United States. The family finally decided to settle where its roots are.
“We just came home, thought of something we could do that was different, because when you go into business, you can’t reinvent the wheel,” Nicolette said.
The Joneses moved from Greensboro, N.C., where they lived for about four years. They brought all of the store’s products from North Carolina, where they have connections with art dealers who sell African pieces.
“This is the best community,” Nicolette said of Evanston. “I couldn’t have imagined a better grand opening.”
We Are Beautiful is open from 10 a.m.-8 p.m. Monday-Saturday and 12 p.m.-5 p.m. Sunday.
Reach Corinne Lestch at [email protected].
