For the owner of J.LUX Fashion, fashion has always been about more than just clothing. It's about helping women feel confident, building friendships, and creating a shopping experience that feels personal. But behind this locally owned Green Bay boutique is an even more meaningful story, one that began with a dream and a mother's encouragement.

Located at 1671 Hoffman Road in Green Bay, J.LUX Fashion opened in May 2021 after its owner decided to take a leap of faith and turn her longtime love of fashion into a business.

A Green Bay native and 2000 graduate of Notre Dame Academy, she spent many years in the restaurant industry, including more than a decade managing Plae Bistro, owned by her older sister, Jill. While that experience taught her valuable lessons about customer service and building relationships, opening a clothing boutique had always been her dream.

One of her biggest supporters was her mom, Jeannie, who continually encouraged her to pursue that passion. Sadly, Jeannie passed away before the boutique became a reality, but her encouragement never left.

When it came time to name the business, she knew exactly how to honor her mom. The "J" in J.LUX stands for Jeannie, a special reminder of the woman who always believed in her.

Today, J.LUX offers a thoughtfully curated selection of women's clothing, denim, dresses, sweaters, jackets, and accessories from brands such as Z.Supply, KUT from the Kloth, Rails, Varley, Steve Madden, and MZ Wallace. Shoppers can also find candles, body care products, and unique gifts, including items from other local businesses.

But what truly makes J.LUX special is the experience customers have when they walk through the door.

"I want customers to feel like they're shopping with a friend," she shared.

She personally selects the pieces carried in the boutique and loves helping customers discover styles they might not have considered on their own. Over the years, she's gotten to know many of her customers, remembering their favorite styles, what they feel comfortable wearing, and even what's already in their closets.

That personal connection has turned many customers into familiar faces and friends.

One customer, Tara P., shared, "I've fallen in love with so many things I wouldn't normally even consider trying on because of her suggestions...She's become my personal stylist."

Outside of J.LUX, family is a big part of her life. She and her husband of 14 years, Adam Prust, have three daughters: Haddie, a seventh grader at Red Smith, and 7-year-old twins Piper and Harper, who are in second grade.

When asked what advice she'd share with Ledgeview residents, her answer is simple: wear what makes you feel good!

She encourages women to invest in great basics, have fun with accessories, and not be afraid to try something new. Some of her favorite moments are watching a customer fall in love with an outfit she never would have picked for herself.

She's also passionate about shopping locally and supporting the small businesses that make the Green Bay community special. In addition to in-store and online shopping, J.LUX participates in local pop-ups, markets, and community events.

For her, the greatest reward has been watching a dream inspired by her mom grow into a business filled with friendships and familiar faces.

Whether you're searching for a new outfit, a thoughtful gift, or a little styling inspiration, stop by J.LUX Fashion at 1671 Hoffman Road, Suite 90, in Green Bay. You'll find much more than great clothes. You'll find a welcoming place where fashion feels fun, personal, and uniquely you!