"You have to be the same kind of person in front of your customer as you are behind the scenes."

– Jennifer Johnson

Inside her Naples-based boutique, the atmosphere hums with the energy of discovery. Each piece on the rack tells a story: a designer handbag that once accompanied someone on an unforgettable trip, a tailored blazer that sealed a career-changing deal, a vintage dress that danced under the lights of a gala. Here, fashion is more than fabric—it’s a collection of moments, waiting for their next chapter.

At the heart of it all is Jennifer Johnson, a woman who doesn’t just sell clothes—she curates legacies. As the founder of True Fashionistas, Florida’s largest lifestyle resale store, Jennifer has built more than a business; she has created a space where sustainability meets style, and where every garment carries a history worth preserving.

But True Fashionistas isn’t just about the inventory—it’s about the experience.

“I want them to feel welcome. I want them to feel like they’re at home," Jennifer says of her customers. "But I want them to look around and go, Oh, my gosh. Wow! There’s so much stuff, there’s so much to look at. I just want them to know there’s something here for everyone.”

Jennifer’s journey into resale fashion wasn’t a straight line, but a series of moments that led her here. When she moved to Naples, she quickly noticed a gap in the market—people had high-end clothing, furniture, and accessories they no longer needed, and others were looking for luxury at a fraction of the cost.

She wasn’t new to business. Having built a successful career in the bridal industry, she knew that running a business wasn’t just about what you sell—it was about how you show up.

"You have to be the same kind of person in front of your customer as you are behind the scenes," she says. "You can’t be one way in this situation and another way in a different situation. It has to be through and through.”

With that philosophy in mind, True Fashionistas was born.

Walking through True Fashionistas feels different from stepping into a traditional boutique. There’s an energy in the air, the thrill of discovery, the sense that every item has a past—and a future.

But as the business grew, so did the demands of running it. Every entrepreneur faces a turning point—the moment they realize they can’t do it all. For Jennifer, that realization was the key to real growth.

“Delegation,” she says without hesitation when asked about the most important thing that helps a business thrive. “When you come to the point of realizing you can’t do it all, you’re not good at doing it all, you can’t juggle all those balls at once... There’s going to be somebody who can do something better than you.”

For Jennifer, delegation wasn’t about stepping away—it was about stepping up, allowing her to lead, create, and expand the vision of True Fashionistas without being weighed down by every operational detail.

Jennifer’s vision extends beyond fashion. As a business owner, coach, and speaker, she’s passionate about helping others navigate the highs and lows of entrepreneurship. “We all have a lot of self-doubt,” she admits. “Everybody talks about imposter syndrome, but it’s real and true for everyone. I don’t care if you’re a massive CEO for a Fortune 500 company or you are a solopreneur—there will always be that self-doubt.”

That’s why she believes in surrounding herself with the right people—a support system that keeps her grounded, motivated, and focused. “I think the people that you surround yourself with, that you can pick up the phone and say, Oh, my gosh! I really don’t know if I can do this, and they’re your biggest cheerleaders… That’s going to be one of the biggest assets that you can have.”

She calls it her virtual bench—a personal “board of directors” made up of mentors, trusted colleagues, and friends who provide support in different areas, whether that’s legal, financial, or just the encouragement to keep going.

Through The Confident Entrepreneur and her Fashionista Life Podcast, Jennifer shares these lessons, helping others gain the confidence to take control of their businesses and their lives.

At True Fashionistas, pre-loved luxury isn’t just an alternative—it’s the future. Every piece that passes through the store extends the life cycle of fashion, offering a more mindful way to shop without sacrificing style. And as Jennifer continues to grow her businesses, her purpose remains clear: to inspire confidence, not only through what we wear, but in how we show up in the world.

To learn more, visit Jennifer here.