Today we’d like to introduce you to Jennifer Houde
Jennifer , we appreciate you taking the time to share your story with us today. Where does your story begin?
My journey into the fashion industry began with a significant career shift. Initially aspiring to be a doctor serving in developing countries, I earned a Bachelor of Science in Microbiology from Clemson University. However, I soon realized my true passion lay elsewhere and decided to pursue entrepreneurship. Drawn to the creative aspects of fashion, I started working in retail part-time to explore this new path. My commitment and enthusiasm led to a transition into a full-time role and eventually to acquire ownership of the business.
Through my vision and dedication, I transformed my previous boutique into a nationally recognized destination for fashion. My ability to curate and create personalized looks with impeccable customer service earned me recognition from ELLE magazine, which named my boutique one of the top 50 in the country.
Building on that success, I founded Maison Avenir—a venture that merges style with substance. Maison Avenir is dedicated to offering a curated shopping experience characterized by personalized service and a carefully selected range of products. My recent trip to New York City underscores my commitment to staying ahead in the fashion industry; during this visit, I engaged with top designers and explored the latest trends to bring exclusive collections to my clientele in Greenville.
My journey to a fashion entrepreneur has been anything but traditional, but every step has led me to where I am today, making a lasting impact on Greenville’s fashion landscape.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has definitely not been a smooth road, but every challenge has shaped my journey in a meaningful way. When I first started in the West End, it was far from the vibrant area it is today—people simply didn’t go there. I had to build trust with my clientele, proving that exceptional fashion and service were worth seeking out. Over the years, I’ve navigated economic downturns, a pandemic, major renovations etc. Each of these obstacles required resilience, adaptability, and a deep commitment to my vision.
But through it all, something incredible has emerged—Maison Avenir. This new chapter represents everything I’ve learned and everything I love about fashion: a personalized, elevated shopping experience unlike anything else in Greenville. Challenges are just stepping stones, and I’m more excited than ever for what’s ahead.
Appreciate you sharing that. What should we know about Maison Avenir ?
Maison Avenir is more than just a place to buy clothing—it’s a space to connect, discover, and be inspired. I’ve created an environment where people can not only shop but also gather, enjoy the space, and be part of a community that values individuality and self-expression.
We specialize in highly curated clothing, jewelry, home goods, art, and found objects, carefully selected to offer something truly special for both men and women. Our reputation is built on exceptional customer service and a deep understanding of personal style. I don’t just sell clothes; I help my clients curate and create looks that reflect who they truly are. Bob has expanded our vision by creating Maison Avenir Homme, bringing a much-needed menswear market to Greenville. With the same commitment to curation, quality, and personalized service, Maison Avenir Homme offers men a destination for elevated fashion and style, filling a gap in the local market with carefully selected apparel and accessories.
What sets us apart is our authenticity. My goal is never just to make a sale—it’s to help people express themselves outwardly in a way that aligns with who they are inside, and to do so unapologetically. I take the time to understand each person’s aesthetic and guide them toward pieces that feel like an extension of themselves.
Brand-wise, I’m most proud of the experience we offer. Maison Avenir is about more than fashion—it’s about feeling seen, understood, and empowered through style. Whether you come in to shop, meet a friend, or simply soak in the atmosphere, you’ll find a space that is welcoming, inspiring, and truly one of a kind.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
I took the hard road over the last 20 years, as I was the sole person running every aspect of the business. There was no safety net—every decision, every challenge, and every success rested on my shoulders. I had to figure things out through personal sacrifice, experience, trial, and plenty of mistakes. But in the end, that hands-on approach has given me a deep understanding of every facet of running a business, far beyond just retail. From accounting, bookkeeping, and financial planning to marketing, sales, operations, strategic decision-making, and risk management, I’ve had to master it all.
Most recently, I took on the challenge of opening a completely new business from the ground up—Maison Avenir. This meant everything from developing the initial concept and creating a business model to helping manage the build out (with lots of help from my good friend Kym Petrie at Goin South) and ultimately executing the vision. Building something from scratch requires an entirely different skill set, from securing financing and managing contractors to designing a space that not only looks beautiful but also functions seamlessly for both customers and staff. That experience has only strengthened my ability to navigate challenges and turn ideas into reality.
When it comes to finding a mentor or networking, there’s no single right way to do it. Some people thrive with structured mentorship, while others, like me, learn best by doing. But one thing is certain: having access to someone who has been through it before can make a world of difference. That’s why I am always open to being a mentor, especially for young women looking to start their own business—no matter the industry.
If you’re passionate about building something of your own, don’t be afraid to ask questions, seek guidance, and put yourself in rooms with people who challenge and inspire you. Experience is an incredible teacher, but having the right people in your corner can make the journey a little less daunting.
Contact Info:
- Website: https://maisonavenir.com
- Instagram: maison.avenir, maisonavenir_homme (for the men’s clothing/gifts)
