Alison, founder and CEO of Jules & James Boutique and JAZ Cosmetics, transformed a small Etsy shop into a thriving fashion brand while balancing motherhood, entrepreneurship, and a passion for empowering women. From overcoming self-doubt and personal hardships to leading a growing team, her journey reflects the resilience, faith, and perseverance required to build lasting success. Guided by a willingness to take action before feeling fully prepared, Alison is now focused on expanding her businesses and inspiring others through mentorship and new ventures. In this interview, she shares the lessons behind her success and why courage, growth, and purpose matter more than perfection.

Here is the Q&A session we had with Alison Grooms

Alison Grooms As Cover Story Interview – July 2026 Magazine Edition

How do you introduce yourself?

My name is Alison, and I am the founder and CEO of Jules & James Boutique & JAZ Cosmetics. Before becoming an entrepreneur, I was an elementary school teacher. What started as a small Etsy shop from a small spare bedroom eventually grew into a thriving fashion brand with both online and retail locations. I am also a mom of three, and someone who is passionate about helping women feel confident, pursue their dreams, and create a life they love.

Struggle – What hardships have you gone through in life?

Like most people, my life has not followed a straight path. While building a business from the ground up, I was also raising three children, navigating many challenges, and carrying the responsibility of providing for a growing team of employees and their families.

Entrepreneurship can look glamorous from the outside, but there were many seasons filled with uncertainty, stress, and self-doubt. There were times when I questioned whether I was capable of leading the company I had built. There were moments when balancing motherhood, family life, and business felt nearly impossible.

I’ve also learned that success doesn’t protect you from hardship. Some of the most difficult personal challenges of my life happened after the business became successful. Those experiences taught me resilience, strengthened my faith, and reminded me that achievement and struggle often exist side by side.

Looking back, I wouldn’t choose every challenge I’ve faced, but I am grateful for the person those experiences helped me become. They taught me empathy, perseverance, and the importance of continuing to move forward even when the path ahead isn’t clear.

What do people usually not know about you?

Many people assume I’ve always been naturally confident or business-minded, but that’s far from the truth. I started my career as a teacher and never imagined I would one day run a company. I employ about 35 people, and I always say “I didn’t do any of this so I could be anyone’s boss!” I’m a dreamer by nature, but everything I’ve learned about business came through experience, mistakes, and a willingness to keep learning. What people don’t often see are the countless failures, lessons, and behind-the-scenes moments that helped create the success they see today.

What sets you apart from others?

I believe what sets me apart is my willingness to take action before I feel fully ready. I don’t have all the answers, but I’m willing to learn, adapt, and keep moving forward. I’m also deeply passionate about people. Whether it’s our customers, employees, or community, I want the businesses I build to make a meaningful impact. Success is important, but creating opportunities for others and helping people feel seen and valued is what truly motivates me.

What are your upcoming major events?

This is an exciting season of growth, which is something I’m incredibly grateful for. We’re continuing to expand our reach while also exploring new opportunities in entrepreneurship, content creation, and business development. I’m passionate about sharing what I’ve learned through both success and failure, and I’m excited about several upcoming projects focused on empowering women to pursue their goals with confidence and purpose.

What expert advice would you like to give?

Don’t wait until you feel ready. Most successful people aren’t successful because they had all the answers. They’re successful because they were willing to start before they felt prepared.

Take the next step, even if it’s imperfect. Learn as you go. Failure is not the opposite of success; it’s often part of the journey. Most importantly, remember that success is not just about what you achieve. It’s about who you become in the process.

Your social media handles and website links?

• Website: www.julesandjamesboutique.com
• Instagram: @life_with_alison
• Facebook: @Jules & James Boutique
• TikTok: @alisongrooms