by Caroline Gabsewics
Staff Writer
It may not look like much now, but in a few months, Foolish Boutique may be the most stylish place in town.
Personal shoppers David Lofton and Jason Wells, co-owners of Foolish Boutique, are planning to open their store on Bay Street between Newnan and Ocean streets by Labor Day.
Foolish Boutique will specialize in high-end men’s denim and footwear. They will also have men’s formal apparel. Lofton said they are hoping to add women’s apparel to the boutique in the future.
Lofton owned Game Day Authentics at Regency Square Mall for five years and closed the store at the end of May to open Foolish Boutique Downtown.
“I have been looking at the Downtown area for a long time and for the right time and I believe this is the right time,” said Lofton.
Lofton’s store at Regency started out as mostly sports apparel, but through the years he began venturing into high-end clothing. He said that is where he has picked up most of his clientele.
“I became a person who people would come to to get specialty clothing,” he said. “I outgrew the mall and I thought I was limiting myself by being in the mall.”
Until construction is complete at the Downtown location, Lofton is running the personal shopping business out of his home. Many of his clients are Jaguars football players and local and national recording artists.
“When they (my clients) go to other big cities like New York, Houston, Atlanta, there is a network set up for them already with personal shopping businesses,” he said. “We want to set that up here, because right now there isn’t a go-to place.
“Once they are in the system and we know our clients, we can virtually shop for them.”
Lofton said he isn’t going to lie, but the clothing is expensive.
“It is a high-end, upscale denim driven store,” he said. “But we will also offer T-shirts, blazers, semi-formal attire and a lot of funky shoe labels.”
Unlike most businesses where owners hope to attract customers and clients, Lofton doesn’t have to worry about that too much.
“I’ve got a lot of confidence in the people I deal with already and my business partner is well connected with the ‘in’ crowd,” he said.
But, Lofton said they are always looking for more clients.
“If you want to be successful, you have to be a part of the community you have your business in,” he said. “I’ve been around talking to people at the Blackstone building, the Hyatt’s concierge desk and the Florida Theatre.
“I want to be involved in Downtown.”
Lofton said not only can customers shop in the store, but he will mail merchandise, have a courier deliver it, or he will deliver it himself. Hours have not yet been set, but Lofton said they will have days that are for appointments only.
“Once people realize what we do, they will be pretty surprised,” he said. “We want our customers to have a memorable shopping experience.”
Lofton’s mother was a buyer so he grew up around shopping and the personal shopping business.
“I’ve been interested in it for 30 years,” he said.
Lofton is from Philadelphia and received his business degree from the University of Pittsburgh in 1984. He was a defensive back for the Panthers from 1980-84 and played alongside Dan Marino, who went on to play quarterback for the Miami Dolphins for 16 years. The 1980 team traveled to Jacksonville to play in the Gator Bowl where the Panthers beat South Carolina, 37-9.
Lofton moved to Jacksonville after spending six years in the United States Marine Corp. in 1991.