In August 2022, Caitlin Brooks left behind a career in criminal law to buy All That Jas, a small boutique in Elon, to devote more time to her family and her hometown community.
The business was born in 2003 as Jump and Shout and sold dance and cheer apparel, which has transformed to now sell customizable Elon University merchandise and accessories.
Brooks bought All That Jas because she decided to move back to the community where she was raised. She had no retail background, so she had to learn how to own a small business in a small town.
One of the main obstacles she encountered was the summer when business slowed down because Elon University students left campus.
“We don’t re-open our inventory during the summer,” Brooks said. “We’re kind of slim usually and then we stock back up in August.”
Brooks and her staff instead use this time to work on the shop’s website and pay attention to what needs to be restocked.
One way Brooks tries to separate her company from competition is by fostering a personal connection with her customers and employees. Small businesses such as All That Jas rely on community engagement and customer service.
“I’d love nothing more than to have the ability to be able to make the donations, but we would love for you to buy your shirts from us,” Brooks said. “We have to have community support to be able to do that.”
Still, Brooks said she and her staff value feedback from customers, and they continue to improve the store by making sure employees confer with customers to ensure their satisfaction.
Although customers often turn to the quick and easy process of an Amazon purchase, they don’t realize the strain this places on small businesses.
And that financial strain is another obstacle Brooks must constantly avoid. With costs such as rent and utilities staying the same regardless of sales fluctuations, Brooks has to be strategic with her financial planning. Brooks said she gives her staff time off over the summer when business is slow, restocks minimally, and lessens the shop’s operational hours.
But when business is booming, Brooks’ challenge is balancing her business with her personal life. Being a mother of two young children, she cherishes the flexibility of operating her own business. Such balance allows her to be present with her children while dedicating the necessary time needed to manage All that Jas.
“One of the reasons I took this job and shifted from practicing criminal law is I wanted to be able to pick my kids up from school a couple of days a week,” she said.
Brooks does sometimes have to work long hours, and late nights are common, but her ability to have her schedule allows her to be a mom.
“The rough days are really hard because it all falls on you, but just keep going and know that tomorrow is going to be a better day, and it will,” she said. “It just comes in waves.”
Dayvey Gordon
Dayvey Gordon lives in Wilmington, Delaware, with her parents and younger sister, where she attends Padua Academy. She instantly fell in love with broadcast journalism after taking a TV and production class during her junior year. Dayvey loves being a member of the team that produces and broadcasts PATV live three times a week. She is a studio and competitive dancer at the Anna Marie Dance Studio and a Padua Academy Dance Team captain. In her spare time, Dayvey enjoys hanging out with her friends and enjoying the Delaware beaches in the summer. Dayvey plans to pursue a degree that will help her learn more about media, TV and broadcast journalism.
Arihanth Nuka
Arihanth Nuka is from Austin, Texas, and is a senior at the Liberal Arts and Sciences Academy (LASA) High School as an honors student. In addition to his academic ventures, Arihanth also shares his passion for knowledge by tutoring math, English and science. He has been playing guitar for nine years and shares his joy of playing by making students tailor lessons to meet each their unique needs. Arihanth enjoys community service and is part of the Junior Liaison board in LASA National Honor Society. Additionally, he started the VTSeva chapter at his school, leads initiatives that aid those in need, and organizes volunteering events throughout Austin for VTSeva and LASA NHS. His efforts have earned him the Gold Presidential Volunteer Service Award. He has also demonstrated success in competitions, including being the first in nursing assisting at LASA HOSA, advertising at the state level of the Future Business Leaders of America,and earning his black belt in Tang Soo Do martial arts. He aspires to continually use his skills and experiences to make an impact on his community and beyond.
Andrew Hancock
Andrew Hancock was born and raised in Columbia, South Carolina, where he spends his time playing basketball and baseball. He is just as involved in school, as he is in sports. He is co-president of Chinese club, co-director of testing for DECA, a business competition club, and on the executive board for crochet club. He also spends time in his school’s law center, which offers classes primarily focused on law and foreign relations. Andrew wants to become a business lawyer, but outside of his aspiration to practice law, Andrew works for a non-profit organization that advocates for independent living for people with disabilities. There, he mentors people with disabilities, helps them set goals, and helps with the newsletter committee for the nonprofit organization.