XO Clothing Co. began with a dream — and a lot of prayers — in Jamie Rhodes’s home.
The timing of March 2020 posed unforeseen challenges, coinciding with the onset of the COVID-19 pandemic, but the online boutique took off nonetheless. The business, which Rhodes launched with her stepdaughter, Tristan Whorton, and her daughter’s best friend, Liz Letort, expanded into a small warehouse built by Rhodes’s husband.
On Nov. 19, 2021, XO reached a milestone with the opening of a brick-and-mortar store in downtown Ocean Springs.
“In less than two years, we’ve had three locations, a new storefront and blew up significantly on social media, Rhodes says. “It was the kind of growth you pray for, but you aren’t sure it’s real until you sit back and soak it all in.”
The location, at 3000 Bienville Blvd., is meaningful to Rhodes because it once housed her family’s business, Rhodes Flooring America.
“My dad bought this building in 1980 and ran a successful business for over 30 years,” she says. “I am so honored to be able to continue to run a successful family business in the same place my family made so many memories.”
She started working in the family business at the age of 16, and she also started a business with her husband, which is still in operation. Design has always been Rhodes’s forte, and she loves making spaces beautiful — a talent she sought to expand into clothing.
She and Whorton share a passion for fashion, Rhodes adds, “and knew we could be an unstoppable team together.” Letort remains on the XO team as well, running the store’s social media, customer service, and warehouse.
“Our core philosophy is to be a boutique driven by fashion, fueled by women and empowered by you!” she says. “We work extremely hard to make sure we have something for everyone! “We are still expanding our options and hope to be able to offer every single woman an item that makes her feel beautiful.”
XO carries an extensive selection of tops, bottoms, outerwear, dresses, rompers, two-piece sets, shoes, accessories and much more. From cozy jackets and sweaters to denim and coastal wardrobe essentials, the boutique continually refreshes its inventory to keep up with what’s popular.
“Whereas California might be starting up a new trend, my goal is to bring that to the Gulf Coast (quickly) instead of letting that trend mosey its way down a year later,” Rhodes says. “I pride myself on being trendy and fashionable so customers can find something unique each time they shop with us.”
The pandemic has caused cost increases, shipping delays and other issues, but Rhodes says staying positive has allowed the business to overcome those setbacks. She looks forward to watching the boutique expand its presence not only on the Gulf Coast, but far beyond.
“In five to 10 years, I see this business being one of the most well-known boutiques while also keeping that hometown feel,” she says, “and making sure everyone who comes into contact with us feels beautiful and loved.”
IF YOU GO:
XO CLOTHING CO.
3000 Bienville Blvd. Ocean Springs
(601) 517-9696
10 a.m.-6 p.m. Monday through Friday
xoclothingco.com
Facebook: XO Clothing Co.
Instagram: shopxoclothingco