BABE #372: JASMINE JONES - CEO, Cherry Blossom Intimates
As the CEO of Cherry Blossom Intimates—an award-winning, first-of-its-kind breast health facility and intimates boutique—Jasmine helps women who have experienced breast cancer by fitting them in prosthetics that match their bodies, lifestyles and skin tones. She houses these services in a luxe lingerie boutique atmosphere, where she also offers more than 200 bra sizes for women who have not been impacted by breast cancer. Since opening just one year ago, Cherry Blossom Intimates has helped more than 3,000 women find their perfect fit—and they’re just getting started.
The Basics:
Hometown: Upper Marlboro, Maryland
Current city: Washington, D.C.
Alma mater: Trinity Washington University
Degree: B.B.A., Entrepreneurship
Very first job: Safety patrol camp counselor when I was 14! After college, I sold diamonds for Tiffany & Co.
Hustle: CEO, Cherry Blossom Intimates
The Interests:
Babe you admire and why?
Arlan Hamilton, Founder of Backstage Capital. I love that she’s unabashedly herself, consistently standing up for what’s right, and investing in underestimated founders.
What’s your favorite productivity hack/tip/trick?
A great trick that I learned as Miss DC USA 2016 is to set out your clothes and accessories at night and to only pack exactly what you need when you travel. I’ll occasionally go to the extreme of packing each outfit in an individual gallon ziplock bag when I travel. This conserves energy that you’ll need later, especially if it’s a big day.
Favorite way to start (or end) the day?
The best way to start the day is with a prayer of gratitude and a hot shower.
What’s something most don’t know about you?
I speak French fluently and have since I was 5 years old. I studied at a French Immersion elementary and middle school and tested out of foreign languages in high school. I use my French skills as I travel across continents and most people are surprised to know that I can communicate comfortably. My favorite experience was in ordering hot lavender tea on the beaches of Casablanca, Morocco—completely in French!
What’s your power outfit?
I feel most comfortable in a pink dress and heels. I love feminine styling and the color pink makes me feel happy and confident.
Last book you read?
I am currently reading The Lean Startup by Eric Ries and Your Beauty Mark by Dita Von Teese, which speaks volumes about my life at the moment.
The Hustle:
Tell us about your hustle.
I am the CEO of Cherry Blossom Intimates, a first-of-its-kind breast health facility and intimates boutique. We help women who have experienced breast cancer by fitting them into prosthetics that match their bodies, lifestyles and skin tones. We house these services in a luxe lingerie boutique atmosphere where we offer over 200 bra sizes for women who have not been impacted by breast cancer—the goal is for all women to be able to shop together. We’ve been open for one year and have helped more than 3,000 women. I run the day-to-day operations of the boutique and our fab team, create, develop and merchandise products, build relationships with vendors, and drive growth. I am also a lingerie designer and a Certified Mastectomy Fitter. I love hearing what our patients want in the fitting room and being able to design products that work best for them.
Walk us through your ‘typical’ day.
No two days are ever alike. I begin most days with a meditation of gratitude that I learned while traveling in Israel. Some days are very challenging so it helps to check in about what I’m grateful for before I have to start putting out fires. I work in the boutique about 5 days a week now, and I’ve learned to schedule all of my important phone calls when I’m out of office in order to be more productive. I tackle visual merchandising once a week and restyle the entire sales floor. I love to turn on good music and create good feelings within the boutique while I freshen up the space. We’ve developed close relationships with our customers and patients, so I love to be around to check in with them. I am currently designing a line of post-mastectomy lingerie, so I’m constantly connecting with factories in the USA throughout the production process. On my drive home, I always call my parents to connect. Because I am raising capital and designing and growing the business, I travel a lot—which means that I miss what’s happening with my family and friends, so I make a point to stay grounded even though life gets very busy.
What void were you hoping to fill by starting Cherry Blossom Intimates, and what inspired it?
When my grandmother was battling breast cancer, I recognized the challenge of finding well-fitting post-mastectomy prosthetics that matched her skin tone. She never found the perfect fit, and nothing made her feel comfortable. She passed away while I was in my sophomore year of college. Most breast cancer survivors shop for post-mastectomy bras and prostheses in medical supply stores; behind aisles of bedpans and motorized scooters. I realized that through Cherry Blossom Intimates, I could create a dignified experience for all women—no matter their bra size or their breast cancer stage. I partnered with Dr. Regina Hampton in 2017 and we opened the doors to the business in late 2018.
How have your business and roles differed from what they looked like before the pandemic?
My role as a leader was consistent throughout the pandemic. Amid COVID-19, I was optimistic about using my time at home to benefit the business. We pivoted our business model to include virtual fittings and even had a virtual pajama party for our customers. I am grateful that we survived the pandemic and were able to return better than before.
Have you always wanted to own your own business? What has your entrepreneurial journey been like?
I have always been entrepreneurial. In my teens, I started a vintage clothing business, reselling unique vintage pieces online and to vintage boutiques in Washington, DC. I didn’t realize at the time that I would use all of these startup skills 10 years later, but on a larger scale. I’ve always excelled in sales positions and I’ve always had a mind for business. By 22, I was a manager at Nordstrom with a team of 9 employees while I was studying entrepreneurship at Trinity Washington University. I look back and laugh now because I was so young! I managed so many responsibilities but I realize now that it all prepared me to be the woman that I am today.
How do you ensure that every woman feels comfortable in your space + beautiful in your products?
I believe that every woman deserves to feel beautiful and deserves a well-fitting bra. I’ve spent the last three years of my life completely dedicated to answering the question, “where do breast cancer survivors shop for bras?” and improving upon their shopping experiences so that Cherry Blossom Intimates could revolutionize the industry. Every guest is treated with care and compassion, and our team treats everyone like a family member. It makes our workday fun and it's a refreshing customer experience because that connection is waning in traditional retail, and it hardly exists in the medical space.
What steps do you take to ensure your products are available to all women, no matter their appearance?
The biggest step that we take to ensure our products are available to all women is through our network of medical insurance providers. We accept most health insurance programs. Many women don’t know that post-mastectomy products are reimbursable by their insurance companies. We handle all medical billing in-house to take the guesswork out of the often confusing claims process. Doctors refer their patients to us. Another point of inclusivity is our wide range of bra sizes. We carry 28-54 bands and A-N cups. We use body positive imagery in our advertising and never ever body shame. We pride ourselves in being a safe place for women. I have personally fit trans women, women in wheelchairs, and the elderly for bras and prostheses and I give them the same fab experience no matter what. Every woman is welcome here.
How have your past professional and academic experiences and lessons prepared you for the work you do today? How have they not prepared you?
My professional and academic experiences guided me with the fundamentals, but, there is nothing like living the actual experiences of business ownership. Building this has not been easy and requires a lot of grit. Many of the soft skills that I learned as Miss District of Columbia USA have proven essential in tough times. I had to learn my “whys”. Why does this matter to the world? Why should I run and grow this? Why now? Once I clearly communicated those answers to myself, and to others, doors started to open for me. I also had to make clear my plans for the future. More than just talking about it, I had to outline it all then push through and do the work. Oh, and of course the skill of smiling when the world’s falling apart. That’s been helpful, too. Eventually, everything works out for good.
What would you say is your biggest career milestone to date and why?
Making the Forbes Under 30 list, hands down. It felt great to be recognized by the industry leader and the nation’s voice in business. I love the Listmaker community and I love having connections around me that understand my unique life. I am very close with many of the women who have made the list in the past few years. We travel together and help each other every step of the way. The relationships have proven invaluable in my career.
How would you say being a woman has affected your professional experience? What can we do to create more equal, uplifting (and well-paying!) spaces for women in your industry?
I am probably underestimated in professional settings because I am a woman, and maybe because of my race, and maybe because I have a sweet voice and wear dresses all the time—but I don’t have much time to sit and dwell on those things. I learned long ago that when I’m underestimated, I come in with a better position to leverage success. Additionally, I can use all of this to leverage my strengths as a woman. I hear and understand what my customers want because I have a high level of empathy and I am comfortable with connecting with them emotionally. To create a more equal space for women in my industry, I’d love to see more women understanding their worth and stepping into their value. Women who are unafraid to say, “I am valuable. I am worth more than that,” and not just in regards to pay but also in regards to the work that they seek out and the opportunities and people with which they align. I am not afraid to say that I only want the best. I love excellence, beauty, luxury, and comfort so I need to be aligned with situations that will position me with more of that. We should unabashedly speak up for the lives that we plan to live.
What’s the gender ratio like in your industry? Do you see it evolving? Why or why not?
The fashion, lingerie, and retail industries are full of women. The durable medical equipment industry, not so much, which is unfortunate. When more women see themselves in the DME industry, more women will be drawn to it. It’s not a sexy or jazzy industry to belong to, however, I would love to inspire women to pursue unique industries regardless of who is normally represented. If you see a void in a market, go fill it!
Who are some women in your field that you look to for inspiration?
I am inspired by women who have built big and unique brands based on the quiet needs that they see around them. Sara Blakely of Spanx does that well.
What does your approach to work/life balance look like? How do you unplug and unwind?
My approach may be unconventional. I don’t take too much time away when I’m locked in and focused. I have developed a habit of working intensely for 3 months then taking a week or two completely offline in a remote location. I was last in St. Helena, California at a beautiful resort. It’s worked pretty well so far and I like the flow of my life. I’ll probably never have a regularly “balanced” life again and I’m OK with that.
Career and/or life advice for other babes (both inside and outside of your industry?)
I’d recommend taking 6 weeks off of social media to focus on your work. When you return, you’ll be catapulted 6 months ahead of where you left off.
Connect with Jasmine:
Business IG / Business Website / Personal Website
This interview has been condensed and edited.
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