About Us

Not for the moment. For your becoming.

Welcome to JAIDE (pronounced “Jay-d”), founded on the essence of modern elegance and the innovative spirit of the fashion-forward woman—of today and tomorrow. JAIDE was created as a reflection of her identity, her pace, her power. A place that speaks to her through curated style, intentional spaces, and the stories that shape her world.

We don’t just sell products. We curate a wardrobe of becoming. From clothing and footwear to accessories and lifestyle pieces, each item is selected with her expression in mind. Her style is her voice—and we’re here to help her shape it. Bold or soft, grounded or expressive, her identity takes form through personal choices and pieces that carry meaning.

Our Mission

At JAIDE, our mission is to elevate the expression, experience, and environment of women who move with purpose. We exist to honor identity and serve both the desires and demands of a life fully lived—in style and in spirit.

We are:

Curated, not conformed
Every item is intentionally chosen to meet her where she is. A balance of functionality and personal expression.

Built on truth
We share stories that reflect the richness of lived experience, especially those of women of color, across time, place, and culture.

Driven by connection
JAIDE is not just a retail space—it’s a pulse point for community, dialogue, and cultural immersion.

Grounded in ritual
Our spaces and experiences are meant to be returned to, again and again. We create with care and deliver with depth.

What We Offer

JAIDE offers more than clothing. We bring together a meticulously curated assortment of garments, footwear, accessories, and lifestyle pieces that support her across every moment—day, night, home, or travel.

Her wardrobe is an extension of her story. That’s why we blend timeless sophistication, functional beauty, and innovative design with standout pieces from the world’s most prestigious fashion houses and culture-leading creatives. From GANNI and Maison Margiela to Martine Ali, Ottolinger, Curves by Sean Brown, Humanrace, Guizio, Sami Miro, and Daily Paper—JAIDE gives her access to both the iconic and the rising.

Our inline product offerings and capsule programs embody the spirit and mission of JAIDE—serving her evolving lifestyle and building community through creativity and culture.

Retail as Ritual

JAIDE is not just a store—it’s a space to land, to grow, to gather.

Our Charlotte location includes a grounding lounge with a full kitchen, crafted for conversation and connection. Our Atlanta location features a full-service bar and design-forward retail experience made for discovery, inspiration, and community activation.

Each location reflects the consumer and cultural experience she expects—layered, beautiful, and alive with purpose. Through intimate events, speaker series, and brand activations, we keep her close to the culture she helps shape.

How JAIDE Speaks

Nuanced. Bold when needed. Grounded always.

JAIDE speaks with intention—never to perform, always to connect. We honor the fullness of who she is and leave space for all that she is becoming.

Sometimes our voice is soft. Sometimes it’s direct. But it’s always real. We speak to identity, growth, and expression—not perfection.

Not to fit in.
To show up. Fully and freely.

A Movement Within The Whitaker Group

JAIDE is the newest addition to The Whitaker Group (TWG), an award-winning experiential collective headquartered in Charlotte, NC—home to globally recognized brands including A Ma Maniére, Social Status and APB.

Through TWG, we are part of a larger mission to shape the future of retail through immersive experiences and community engagement. Our social impact platform, Atelier, helps us extend that mission—offering programming, partnerships, and activations that serve and uplift women and creators in every city we touch.

Programs like Future Forward and COLOR/CODE further that commitment by supporting the next generation of cultural curators, entrepreneurs, and creatives. Whether through capsule collections, panel discussions, or grassroots initiatives, we continue to create space for meaningful, sustained impact.

JAIDE is where her story lives—in every garment, every space, every step.
Join us in-store and online as we continue to shape a world that sees her, serves her, and celebrates her.

Rooted in intention. Designed for expression. Always for her.
This is JAIDE.