Our Story

J. Wills was founded in 2016 by a new mom with the simple desire to dress her daughter in timeless, Southern attire. After searching online boutiques and brick & mortar storefronts without ever really finding the perfect shop, J. Wills was born. 

Several years later, our family has expanded to include a busy boy and an equally as busy little girl, but our business remains the same. J. Wills is a curated collection featuring trusted brands alongside up-and-coming designers. We aim to offer classic pieces at various price points and in a range of styles. 

As a family business we are invested in you--our customers. Have a question? Looking for something special? Just ask! We are always happy to help you find that perfect piece for your little loves!