Uncommon James, a contemporary women’s brand by celebrity Kristin Cavallari (MTV’s Laguna Beach, The Hills, and E!’s Very Cavallari), has done something not-so-common during these times, in taking the risk to open its third physical location in Deep Ellum on March 27.
The mom of three visited Dallas on March 26 to prepare for the opening, and was greeted by fans, community leaders and more — who eagerly awaited to meet the star and shop the highly coveted collection of effortless jewelry. From the popular “Girl Boss” earrings ($58) to the new Demi-Fine collection ($78 – $508), the mix and match pieces were all purposefully designed for the woman-on-the-go.
The new 3,000 square foot locale is directly off of Main Street and within walking distance of many of Deep Ellum’s hotspots for dining and entertainment. In the land of Highland Park Village, North Park Mall, Knox Street and other popular shopping destinations, the Very Cavallari star was intentional about her move to Deep Ellum, racking up another “uncommon” decision.
“Deep Ellum spoke to me. I just loved it,” Cavallari gushed. “I came [to Dallas] pre-COVID and I looked at every single area. I love Deep Ellum because it just has this cool vibe to it and I love that everyone is out and about. There [are] all [of] these fun restaurants and bars and it’s a similar vibe to both of my other stores. I really just had a gut feeling about it.”
Her gut rang true with many other things, like opening a brick and mortar shop in the midst of a pandemic. The opportunity was there and after careful thought, the MTV star claimed it was well worth the risk.
“What if brick and mortars never come back? I [had] those fears too,” admitted Cavallari. “We pumped the brakes a little bit but we kept the fire going. We took our time, we were feeling everything out, and I was nervous. But I do feel like — and I can feel it in the air — people are trying to get back out there and people are ready.”
First-store visitors included former Bravo TV Real Housewives of Dallas stars Leeanne Locken and Cary Deuber, along with current cast member Kameron Westcott. Blogger Cynthia Smoot was on the scene, among many others who gave the popular actress their well wishes.
From launching out of a room in her house to now employing over 100 individuals (during the pandemic), the Uncommon James brand has expanded from women’s jewelry to home items to the “Little James” collection for children, and now Uncommon Beauty launching in May 2021.
When asked of future plans, Cavallari calmly replied, “I don’t have plans to open up 75 stores. I think maybe I’ll open up one, or maybe two more.” And the rest — well, you know how the song goes — is still unwritten.
Visit the new Uncommon James Dallas location in Deep Ellum at 2618 Main Street, Suite 120, Dallas, TX 75226. Photo used courtesy of Uncommon James.