Nestled next to Southern Grounds and many other locally owned businesses, the Jaffi’s location, merchandise, and customer experience keep shoppers coming back time and time again.
Shop online at your convenience or at our brick + mortar store in Beaches Town Center.
About Jaffi’s
“Fashions fade, style is eternal.” –Yves Saint Laurent
Since its inception in 2000, Jaffi’s has been dedicated to keeping Northeast Florida effortlessly on-trend and in style. Looking and feeling your best doesn’t have to be a hassle, and the charming Neptune Beach boutique is known for consistently catering to its customers by carrying brands that offer both quality and comfort. From timeless to trendy, Jaffi’s has you covered (literally) from head to toe: shoes, jewelry, accessories, undergarments, athleisure, dresses, denim, beach wear, and beyond.
Boutique brands include forever favorites and emerging designers such as River + Sky, Michael Stars, LA Made, Veronica M, Beyond Yoga, Boob-eez, Young Fabulous & Broke, and more, as well as premium denim from Paige, Citizens of Humanity, Hudson, Joe’s Jeans, AG, and 7 For All Mankind.
Upholding their mission of helping women feel more confident and comfortable in the skin they’re in, Jaffi’s has been making clients feel like family for over two decades. Whether looking for a wardrobe refresh, seeking some statement pieces to spruce up your everyday wear, or needing an instant head-to-toe look for a special event, the Jaffi's girls are here to help, offering a laid-back shopping experience with a wide range of options and caliber of hand-selected merchandise unmatched by other local boutiques.
Nestled next to Southern Grounds and popular children’s retailer Kyds, the Jaffi’s location, merchandise, and customer experience keep shoppers coming back time and time again.
Meet The Jaffi's Girls
Styling Jax + the Beaches since 2000, the Jaffi’s team is dedicated to selecting the season’s most-wanted pieces and helping shoppers look and feel their best. Get to know us even better during “Retail Therapy Happy Hour,” a weekly live stream on Instagram where owner Emilie, her daughters, and special guests model new styles, sip champagne, and chat with followers.
Emilie Christenson
Owner & Master Retail Therapist
Favorite designer: She loves them all!
Born into a family of fashion industry enthusiasts — her mother’s family owned a small department store in Tennessee, while her father’s side owned a dressmaking factory in New York — Emilie was just 7 years old when she made her first dress. Fascinated by both the creative and production processes, she later left a years-long career in finance to pursue her passion for retail. Owning and operating Jaffi’s for more than two decades has come naturally to Emilie, who prides herself on guiding her staff in getting to know the customer’s wants and needs while upholding the boutique’s mission of helping women feel confident and comfortable in their skin.
Mallory Abrass
Marketing Coordinator
Favorite designer: Splits 59 and Gentle Fawn
Our resident popcorn fanatic, Mallory majored in business marketing, and if given theopportunity to go anywhere in the world, she would pick Bali every time. She isobsessed with all things accessories and loves helping clients complete their Jaffi’soutfits. Other interests include hanging by the pool, hitting up local farmers markets, and reading on her Kindle (It Ends with Us is a personal favorite). Oh, and if you ask her nicely to wiggle her ears, she just might.
Olivia Cook
Personal Stylist
Favorite designers: Splits59 and Young Fabulous & Broke
Here’s a fun fact for you: After receiving her bachelor’s in fermentation science, Olivia spent six months in New Zealand making wine! The wine connoisseur is now a realtor by day — but when not selling homes, she loves helping women select the perfect pieces to make them feel confident and beautiful.
Lillian Hoxie
Business Analyst
Favorite designer: River + Sky (all the tie-dye, please!)
Lillian graduated with not one, but two master’s degrees at the age of 22 and has been a vegetarian throughout her entire life. Tie-dye remains a staple in her closet, and she is obsessed with the new colorways and styles. When not crocheting or knitting, Lillian enjoys helping customers put together just the right looks.
Betty Hustler
Personal Stylist, Buyer & Visual Merchandiser
Favorite designer: Beyond Yoga
A former MTV college intern, Betty will always love low-rise jeans due to her shorter stature. (It’s true — high-rise jeans come to her boobs.) When not doing laundry and going to the grocery store (hey, she’s in her 40s, that’s what she does!), Betty enjoys a good cross-stitch session and loves to help women find the perfect outfit that exudes both comfort and style.
Amy Ivey
Social Media Manager + Stylist
Favorite designers: Splits59 and Young Fabulous & Broke (forever and ever)
Our social media guru is an FSU grad (go Noles!) and is currently pursuing an MBA. Amy is a triplet, makes a killer balloon arch, and loves a good matching set. When not in class, squeezing in a yoga session, or enjoying brunch (mimosa a must), Amy loves assisting clients and curating amazing content for the Jaffi’s ’gram.
Paola Keeney
Personal Stylist & Retail Therapist
Favorite designers: Gentle Fawn and River + Sky
Our Peruvian beauty, Paola prides herself on being an excellent listener and enjoys spending time with her children. She describes her personal style as “effortlessly timeless” and loves being on hand to help clients look and feel their best.
Molly Kirky
Personal Stylist
Favorite designers: Citizens of Humanity and Khush
A certified yoga teacher, Molly shares her love of surfing by teaching surf lessons on weekends, alongside embarking on boating and fishing excursions. When not basking in the outdoors life, she loves to cook and will be “forever and always a Jaffi’s girl.”
Breana Lynn
Personal Stylist
Favorite designer: Citizens of Humanity
A lover of sushi and wide-leg jeans, Breana received her degree in construction management from UNF, and if given the chance, she would vacation in Japan (cue that sushi!). When not hanging at the beach with her fiancé, Kyle, and fur baby, Malibu, Breana can be found helping clients at Jaffi’s and especially loves seeing the familiar faces who come through the doors every weekend.
Lauren Milenchick
Personal Stylist & Visual Merchandiser
Favorite designer: Citizens of Humanity