Honoring the women behind our first editorial series and the beauty of seeing yourself fully.
There are moments when a woman catches her own reflection not in a mirror but in a feeling, a memory, or a truth and for the first time sees herself clearly. That clarity is power. That moment is JAIDE.
The Jaide Is... series was born from a desire to honor those moments. Inspired by the visionary work of artist Lorraine O’Grady’s Art Is… presentation, this campaign was created to connect deeply with the women who move us. Through editorial portraits, voiceover interviews, and the powerful symbol of a frame, each woman stepped forward not to be defined, but to define herself. The frame served as a metaphor for reclamation, a refusal to be confined by narrow standards of beauty and a declaration that every woman is a work of art in her own right.
Each model represented a distinct facet of womanhood and was brought to life by women who reflect JAIDE’s values through their stories, presence, and lived experience. These portraits were invitations to witness women in their wholeness — to see, to feel, and to remember that beauty exists far beyond what is often seen.
We began with The Emerging Muse, embodied by The Whitaker Group’s own, Jillian Tucker. Jillian represents the young woman in bloom, learning to see herself fully while nurturing the spark within. She reminds us that growth is not a destination but a journey and that there is grace in the process of becoming. Her presence speaks to the women who are still discovering their voice, style, and giving themselves permission to evolve.
Next came The Grounded Glow-Up, represented by The Whitaker Group’s own Tenisha Clarke. Tenisha reflects the woman who has done the inner work and now moves through the world with confidence, creativity, and care. She is intentional in her choices and expressive in her style, especially as she continues to blossom in her beautiful chapter of motherhood. Her glow is not about perfection but about peace and purpose, a quiet radiance that comes from knowing exactly who you are, where you’ve been, and where you will lead next.
We closed the series with The Legacy Maven, brought to life by Charlotte local, Dr. Anita N. Bateman. Anita is a cultural leader and visionary strategist whose work in art and storytelling shapes spaces for others to feel seen and empowered. She honors what came before while imagining what is possible. Her presence reminds us that legacy is not just what we leave behind, but how we choose to show up today, stay true to our authenticity, and trust ourselves.
Throughout the series, each woman reflected on questions about personal growth, identity, voice, style, and legacy. Their stories grounded the campaign in honesty and intention. They reminded us that JAIDE is not just a brand. It is a space for all women, made by her, told by her. A space where no one has to shrink themselves or conform to societal expectations. A space where individuality is celebrated and beauty is expansive.
JAIDE exists to affirm that you are already enough. You are art in motion. And when you walk into the doors of JAIDE, you carry your story. You are not stepping into just a store, you are stepping into yourself. A place to feel welcomed and at home. This is JAIDE.