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Mother’s love opens doors to kid’s clothing business

NORCO — Lexus “Luckii” Wells never in a million years thought that she would operate an online toddler boutique. That changed when she had her baby, a perfect little girl named Rae’Lynn Dior Jackson.

Rae’Lynn was born on Nov. 6, 2019, the day of Wells’ 25th birthday.

The love she felt for her daughter was unconditional and overwhelming, and she knew from the start that she would do whatever it took to build a legacy for the betterment of Rae’Lynn’s future. Dressing her daughter in stylish clothes moved from a hobby to a children’s clothing business when Wells launched Rae Dior Couture on May 23, 2020.

To her surprise, the first batch of clothing sold out within two weeks. The brand has continued to grow over the past year. What started with mostly local support from the River Parishes and Southeast Louisiana has expanded to include orders from Chicago, Atlanta and other major cities. One package shipped all the way to a customer in Germany.

Rae Dior Couture offers trendy and affordable clothing in sizes currently ranging from newborn to 7T. The brand stands out from other children clothing boutiques with sassy and stylish clothing including crop tops and off the shoulder shirts for Spring/Summer, bell bottom pants and  tops that tie in the back. Rae Dior also sells purses, glasses and hats to accessorize any outfit. Shoes and sandals are soon to come.

At 17 months old, Rae’Lynn loves being in front of the camera to model her clothing. She’s always ready to flash a big smile and say “cheese!”

A Fashion Show and Pop-Up Shop will commemorate the first anniversary of Rae Dior Couture. The event will take place from noon to 6 p.m. Sunday, May 23 at 424 Clayton St. in Norco. Keyvin Parker will host the event, and sounds will be provided by DJ Char.

Wells wanted to celebrate the anniversary by sharing the spotlight with other local business owners. There will be a $2 entry fee for the Fashion Show to be held from noon to 2 p.m., where clothing and accessories from various vendors will light up the runway. After the Fashion Show ends, the Pop-Up Shop will be free and open to the public.

Featured businesses will include the following: Rae Dior Couture, Dine with Dola, Mink Blink, Dose of Shade, The Er’thang Shack, 2 Nola, Beazy Seafood & Grilling, Chubby’s Ultimate, Boil Feat, KrysKrafts, Devine’s Party Pack, The Secret Collection, Da Treat Pharmacist, Reign’s World, The Accessories Page, Lesignzs, Afro L’amour Da Braid Contractor, BraidsDunn, Allen’s Gems, Largarde Boutique, Forever on Ice, Dress Shop Boutique, Minks and Winks, Slayy with Slim, M&B Soul Food, Elle’s Alluring Pleasures, Double M Boutique, Raion’s Bouquet, Herbal Devine LLC, Kake by the Pound, Desi Darling and Things Boutique.

While Rae Dior Couture grew out of Wells’ love for her daughter, none of it would have been possible without the support of her mother, Demitra Smith.

Wells feels that she can never repay her mother for the knowledge and work ethic she’s instilled within her. Smith worked three jobs at a time to help her daughter through college, and it was that love and motivation that inspired Wells to take a big leap of faith.

Smith has been an ardent supporter of Rae Dior Couture since its launch one year ago. She’s purchased most of the clothes her granddaughter wears. When the online shop went through a rough two weeks without orders, Smith promoted until she couldn’t promote any longer. Her encouragement helped Rae Dior Couture bounce back to make a month’s worth of sales in a single day.

For more information, visit www.raediorcouture.com or find Rae Dior Couture on Facebook.