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About Ali J

Our Story

Ali J Boutique was created for women in their second act—when life feels full, busy, and ever-changing, and getting dressed shouldn’t feel complicated. We believe style should feel approachable, current, and comfortable… without looking like you’re trying too hard or chasing trends that don’t fit real life.

Our collections focus on Elevated Everyday, Smart Casual, and a touch of Western Chic—pieces that mix well, layer easily, and work for real bodies and real days. We’re big on fit, quality, and thoughtful details, and we love helping women understand what works best for their shape, coloring, and lifestyle.

Ali J is more than just a place to shop—it’s a place to feel confident, supported, and a little more like yourself when you walk out the door. Come play, book a personal styling session, ask questions, and build a wardrobe that truly works for this season of life. 💛

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The Ali J Story...

(the short version of the story) 😉 Back in 2008, I was a stay-at-home Mama of 2 babes and 1 on the way. I desired community with women… and to make a bit of money for a weekend vacation. Mary Kay? Pampered Chef? Maybe…. My jet-setting Sister came home from a whirlwind vacation to NYC and brought me scarves she bought on the street corner. I wore them. I received compliments. EUREKA! I took our $300 savings and bought a box of scarves from NY, set up at a local coffee shop and sold scarves, booked home parties. I chose the name Ali J Boutique to put a personalized touch, even though I’d never gone by Ali before. I quickly realized the key to my scarf business: teaching women how to tie them. In 2011 I opened the retail store in New London, MN. 3 moves and many lessons learned later, we now serve thousands of women per year and have Personal Styling services. It’s been quite the ride! I now go by Ali (and Alison). I still teach women about style every day. And every now and then, I get called by a name I fondly claim as well: Scarf Lady.