The Many Shades Of JJ
Sparkling eyes, a warm smile, and a welcoming demeanor reflect JJ Vanche’s true nature—she’s vivacious, outspoken, funny, and quick-witted. And that’s just her personality. We haven’t yet touched on her success as an entrepreneur and her thoughtful take on everything from the hardships of aging to lighter subjects like fashion do’s and don’ts. Understanding others are as multi-faceted as she is, she ensures JJ Eyes is stocked with frames as unique as you are.
By Amber Wielkens Photos Stevye Photography, StevyePhotography.com Hair Felisha Allen, Identity Salon, 251.478.2409 Makeup Courtney Matthews Makeup Artistry, Cocokat1978@gmail.com
Platinum is the 20th anniversary gift of choice, and as JJ Eyes Optical Boutique celebrates 20 years as our go-to for premium designer eyewear, we can see the parallels. Both are refined, impossibly elegant, and incredibly luxe, but unlike the precious metal, JJ isn’t cool to the touch. She’s the opposite, friendly and a staunch advocate for shopping locally and being fashion-forward, no matter what your age. And she wears it all well, with a great figure from her hot yoga practice and a calmness she says returns to her when spending time at her beach house.
Hailing from Luverne and Troy, JJ is the third generation in her family to be in the eye business; her grandfather and both parents were eye doctors. She remarks, “I was fearless as a child, but with age and responsibility, I’ve become less of a thrill seeker.” Don’t take that to mean she’s risk-averse, as evidenced by the eclectic and chic frames she carefully chooses for her stores. Where does her confidence come from? “After 20 years and two locations, I’ve learned to surround myself with smart and brilliant people. I have the most amazing staff, loyal clients, and fantastic friends who never let me down,” she claims. Her biggest takeaways from two decades in business? “Celebrate your victories!” she exclaims. Also, “Life is short, so I try to laugh every day. I’m so grateful to all my staff and patrons; I cannot thank God enough.”
Two thriving stores aside, JJ is truly thankful for her family. “I have an amazingly supportive husband, Chip; a beautiful daughter, Zoe Jane, 21; and three phenomenal boys—Josh, 34, Alex, 28, and Joe Dixon, 16,” she says, her eyes lighting up as she mentions them. Further, “I also have two amazing eye doctors for parents, Drs. Roy and Jane Lamb. They’ve taught me there’s no substitution for hard work. My family cheers me on and even helps me out if one of my employees is sick.”
Her strong personality is reflected not only in her avant-garde wardrobe, but also in the cutting-edge designer frame styles at her store, which can be game changers for aging women. How? “Eyewear is the first thing people see when they are talking to you and it should reflect your personality. It’s the most important accessory investment you make for yourself,” she states.
JJ’s personal style is as varied as the frames she has in her store. She knows other women approach fashion the same way she does, so she stocks her shop with classic designers like Dita, Matsuda, Dior, and Persol as well as newer and daring designers like Barton Perreira, Blake Kuwahara, and Krewe. She says, “Just adding a cool frame takes your look to the next level.” Understanding other women are just as busy as she is, JJ Eyes has an on-site optometrist to make for one less appointment. choosing a random assortment, then trying them on and having to trust your own feedback. You? The one whose friends had to pry your beloved Bedazzler from its rhinestone-encrusted holster? No. The JJ Eyes experience is unique, from the friendly welcome you’ll receive to incredible customer service from a highly trained staff, who will use precise measurements to ensure a perfect fit. “We help clients choose frames that best suit their face, coloring, and personality,” JJ says, adding, “I believe in finding your most confident self through your eyewear, and the team is here to help you do just that. You’ll feel like you’re talking to your stylish best friend who’s not only helping you find the perfect frames; they’re also giving you honest feedback.”
Curious about her life before opening the Fairhope store, she tells us she worked as a sales rep for Pfizer, where she earned to work more efficiently and accomplish more. Then she casually mentions her background with a few celebrities. “I was a personal assistant for Maria Shriver and Arnold Schwarzenegger in my mid-twenties. They were both brilliant and I learned a great deal about managing people from them,” she says, smiling at our starstruck reaction.
A true visionary (no pun intended), JJ she saw the potential of Fairhope before it became a thriving market with an upscale clientele perfect for her business, but it wasn’t immediate. “I was my only employee and worked six days a week for a long time,” she claims. “I remember being shocked that many vendors I dealt with would say one thing and do another. Over the years, I’ve learned it’s better to pay a little more to ensure great quality.” On that note, we ask what she wished she’d known when she was younger. She chuckles, remarking, “I never truly learned from what I did right. My parents tried to spare me from some bad choices, but I had to learn the hard way.” As usual, JJ’s refreshing honesty hits home for us, too.
When we bring up aging, JJ has opinions. She answers our questions in the rapid-fire style of a woman unafraid to be heard. On the pressure from all sides to look young? “I think it’s mean- spirited. I strive to be the best version of myself daily, but it’s delusional to think I’m going to look like my gorgeous 21-year-old daughter. Society gives us unrealistic ideas of how we will age. It trains us to act like life is problem- free. It’s all a big lie. Life is both great and hard all at the same time, and so is aging,” she says. Admitting that as she’s aged, sometimes she has trouble staying asleep, she’s nonchalant about it, telling us, “I just get up and do something, whether it be laundry or go for a walk.”
As for her own aging, she tells us, “Some days I’m proud and some days I feel 70. Life is tricky and sometimes harder than we want it to be. It definitely has its perks, one of which is that sometimes I can ‘skip school’ and play with my hubby now.” As she’s gotten older, she “feels more secure” and adds, “By the time you’re 50, you’ve figured out your real friends and the kind of people you want to be your friends, which is quite comforting.” Her final tips for feeling your best self at any age? JJ has a definitive list, saying, “Wear what makes you feel confident, exercise daily, pray constantly, and count your blessings.”
JJ Eyes Optical Boutique
Fairhope | 7 S. Church Street, Suite D, Fairhope 251.929.0015
Birmingham | 2814 18th Street South, Birmingham 205.703.8596
White Skirt: Skirt, $110; Hemline, 251.287.6875. Necklace, $115; The Mix, 251.217.2916. Watch, TAG Heuer. Heels, Call For Price; The Gallery Shoe Boutique, 251.344.4257. Sunglasses, Call For Price; JJ Eyes Optical Boutique, 251.929.0015.
White Dress: Dress, $400; Debra’s, 251.343.7463. Heels, $109; Dillard’s, 251.471.1551.
Black Top: Top, $48; The Mix, 251.217.2916. Pants, $99; Dillard’s, 251.471.1551
