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Jade: Rockford's Beautifully Boho-Chic Boutique

Jade: Rockford's Beautifully Boho-Chic Boutique

styling by Becky VandenBout, photography by Studio Phrené, florals and floral accessories by Fleurology Designs, modeling by Alyssa McElheny

I've always considered myself a city girl. I don't like grass, dirt, insects or just being outdoors in general, so in 2014 when my husband and I moved up to Rockford, MI, somewhere known for its bike trails and farms, people were a bit surprised. To be honest, I really enjoyed seeing green again after living in an apartment in downtown Grand Rapids for the previous year. Our current home and neighborhood in Rockford are so beautiful and we feel very blessed to be here. When I started doing the Shop Local series for the blog, I wanted to feature some of the great boutiques up here in downtown Rockford since we actually have a pretty great selection. I also wanted to do something in a different style than the previous shoots at Denym and Humanity Boutique. That is when I thought of Jade, one of the most popular boutiques in the area, that has a very unique, modern yet bohemian style selection.

Julie Cronkright, Owner of Jade

Julie Cronkright, Owner of Jade

Nestled into one of the oldest buildings on one of the busiest streets in downtown Rockford, Jade is one of the must-hit shops in our quaint little downtown. The owner, Julie Cronkright opened the shop's doors back in 2003. The contemporary boho boutique, known for their incredible handbag selection, is located near the intersection of Squires Street Square and E. Bridge St. in downtown Rockford. The back door of the shop opens up to the White Pine Trail, a popular bike trail that runs from Comstock Park to Cadillac, and has a great view of the Rockford Dam and Garden Club Park, a popular gathering place for music and art lovers as well picnics and photo ops. 

"I genuinely love what I do and I'm very aware of how lucky that makes me."

Cronkright, who moved to Rockford in 2001, was originally looking for a space to open up shop in Grand Rapids, but fell in love with downtown Rockford. She says her inspiration for opening her own boutique stems from a long-term love of fashion, "I have always loved and enjoyed fashion, and felt that the passion I have for it would be channeled best into a career." She goes on to say, "I think you have to be passionate about anything you do in life, and that makes you successful at it." I think that deep down, those of us who grew up with a similar passion, loving to play dress up, strut around in our mom's high heels and secretly revel in the fact that all of our friends wanted to borrow our clothes would all love to own a boutique where we get to choose what to sell, and how to decorate. "I love helping a customer find the perfect outfit or gift. That is the most fulfilling part of Jade," says Cronkright. Her self-described style is "classic, yet feminine," which is noticeably reflected in the selection you'll find at her boutique.

When you walk into Jade, the first thing you notice is the immense amount of character and charm that both the building and the style selection have. The space that the shop occupies is huge, much larger than you can tell from the outside. Cronkright stocks everything from designer denim to hand made Michigan tailored accessories, not to mention some of the most beautiful and original handbags you'll find in West Michigan. She carries juniors, misses and women's sizes in styles ranging from boho-chic to classic and contemporary. There is also a small, yet enticing selection of shoes, graphic tees, children/baby clothing and base layer items like slips and camisoles. It's also worth noting that Jade's online shop has just launched, and you can check it out by clicking on any of the Jade links in this post. It contains many of the items you can find in the store as well as information about the shop and on how to host a private party. 

This was a more difficult shoot for me to style since my personal style is pretty far from boho and because of the quite large selection of items in the store, but I think it turned out beautifully. I'd also like to introduce Alyssa Ferguson of Fleurology Designs, who designed and provided the beautiful florals for this shoot. Keep an eye out for her one-of-a-kind hand made floral accessories featured in the second and third looks in this shoot. They contain real succulents and flowers! Contact fleurologydesigns@gmail.com to purchaseStay tuned to the blog for more from this talented lady. The team joked that we should call this shoot "The Alyssa Shoot" because there were three of them, making the non-Alyssa's the minority. This shoot was so much fun, the team was incredible, and we couldn't have done it without such a stylish selection of items from Jade. I hope you enjoy reading this post as much as we did making it.





Becky Headshots-0023.jpg


Becky is the founder, writer and head stylist of Style Logic as well as a freelance web developer and writer. She is a new mom of an adorable baby girl and loves to play the piano, tennis and shop, of course.

"Pour yourself a drink, put on some lipstick and pull yourself together" ~Elizabeth Taylor


w/assistant photographer, Alyssa Schultz

Phrené is the owner and head photographer of Studio Phrené as well as an adjunct professor of photography at Cornerstone University. She's also the proud mom of a beautiful daughter and primary photographer at Style Logic. She is the magic behind the camera.

"The true sign of intelligence is not knowledge, but imagination." ~Albert Einstein


Beauty and poise only scratch the surface of Alyssa. Not only is she a successful photographer and florist, she is the owner of West Michigan's only boho bridal shop, Lamb Bride. And if all that didn't win you over, she has one of the most contagious smiles you'll ever come to know.

"A smile is the most beautiful curve on a women's body." ~Bob Marley


With an event space venue, her own florals business, Fleurology Designs, and a passion for all things that bloom, Alyssa is one busy gal. She lives in Grand Rapids with her husband, golden doodle and bird, Jo Jo. She has such a warm personality and is so passionate about design and entrepreneurship that it's no wonder she's so successful.

"Always go with you passions, never ask yourself if it's realistic or not" ~Deepak Chopra


Julie Cronkright is a wife and mother of two who lives in Rockford, where she runs her stylish boutique, Jade. She invests in the the town and truly has a passion for Rockford, fashion and sharing her style with others. 

"Fashion is about something that comes from within you." ~Ralph Lauren

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