South End's House of Jax Boutique has a brick interior, dark-accented walls, and monochromatic fabrics draped over the clothing rack.

In stark contrast to the relatively "New England"-inspired storefronts, owner Jacqueline Guelli has been inviting customers into a unique shopping experience since 2022.

Adorned with bold wall art, lit candles, and her adorable dog, Wednesday, the shop has an inviting and intimate atmosphere. 

Guelli opened her business, hoping to challenge the preexisting Boston fashion culture, if there is any.