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May 24, 2021

Do you want to know what it takes to create a purpose led brand? Sisters Keyondra Lockett and Kimberly Lockett share their experience of transitioning from #1 Billboard Artist and Celebrity Stylist, respectively to now the owners of the clothing brand Jolie Noire. They share how representation was so important to them in fashion that it was the catalyst behind the brand. 

The idea behind the brand/statement Jolie Noire, is that black is beautiful. Jolie Noire stands for Pretty Black in French. We are primed to think dark colors (specifically black) are negative and light colors are positive. In an effort to level the playing field, we're working to shape the minds of onlookers and change the meaning, emotions, and values associated with black. Color is something that doesn't come pre labeled, we label it... At Jolie Noire we choose to believe that black, like other colors, is beautiful! 

Their leading scripture is:

I praise You because I am fearfully and wonderfully made; Your works are wonderful, I know that full well. -Psalm 139:14 

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