How Jourdan Johnson Grew JE Luxury Eyewear Without Retail

Jourdan Johnson fell in love with fashion at seven, raiding her mother’s closet for heels, bangles, and red lipstick moments. Today, she’s the founder of JE Luxury, an eyewear brand known for its bold designs, quality construction, and unapologetic personality. From packaging orders herself to developing lines like The Reckoning, Jourdan has built a brand that reflects both style and self-expression. In this interview, she shares the story behind the name, why sunglasses matter, and how a passion became a purpose. She also opens up about her dream collaborations, building her team, and the vision she has for what comes next.

How old were you when you fell in love with fashion?

(Jourdan Johnson) I fell in love with fashion at an early age. I would say around seven years old was when I really developed an eye for it… accessories, heels, bangles, clothes. My mother worked in the corporate world, so she always had on red lipstick, her pixie cut, and high heels with a suit going to work. I just fell in love with that image. I used to play in her closet all the time when I was younger. As for my passion for sunglasses, that really developed in high school and college. The urban aesthetic, girls matching their sunglasses to their outfits and retro styles making a comeback. It was like history repeating itself, but with a modern twist.

Why is your brand called J.E. Luxury?

(Jourdan Johnson) The name J.E. Luxury started with two women, me and a close friend. We both shared a passion for sunglasses. Her name was Erin, and mine is Jourdan, so the “J.E.” stands for Jourdan and Erin’s Luxury Sunglasses. Later on, she moved and had other responsibilities, so I took over the business. Even after that, I kept the name. It’s stuck with me ever since. I’ve had the brand for about six years now.

Why did you decide to compete with bigger brands?

(Jourdan Johnson) I decided to compete with bigger brands because I noticed that with a lot of them, you pay more but get less. When you break it down, what you’re actually getting for the price, you might get a decent pair of lenses, maybe a duffel or a cloth for cleaning, but that’s about it. I wanted to change that experience. My brand focuses on quality, presentation, and representation. I wanted to let people know that this is a black-owned brand that offers something fresh and bold. My sunglasses are unisex, and I also sell frames that people can add prescription lenses to. So it’s not just about looking good, it’s about functionality and confidence too. I want people to feel confident in what they wear. Fashion is self-expression, and eyewear is a huge part of that.

Tell us about the team you’ve built around you.

(Jourdan Johnson) The team I’ve built around me is… pretty interesting. For a long time, the team was just me, myself, and I. I was the founder and the creator. I ran my social media page, I packed orders, shipped glasses, even delivered them myself. Now, I still consider myself the founder and creator, but the team currently includes me and definitely, my mom. She’s been a huge help and a big inspiration behind what I do and who I do it for. She helps with packaging, the logo, and gives feedback on the website. Her opinion means a lot to me, and I really appreciate that. So right now, it’s mainly us two. I’m definitely looking to build a team soon. We’re speaking that into existence. It’s coming.

Do you need any brand ambassadors or models?

(Jourdan Johnson) I do! I need models. Models, models, models… check in and lock in with me! You can reach out via Instagram @jeluxuryeyewearco or by email. I get asked this all the time. I’ve had models in the past, and I still do… both men and women. It’s actually wild, but men buy my shades more than women so I have a lot of male models, but I’m open to everyone. All skin tones, all ethnicities, all ages; I want diversity. So yes, I’m definitely looking for new models very soon. Tap in with me!

Tell me about your current line of shades.

(Jourdan Johnson) Ooh, okay! So my new line is called The Reckoning; it’s Vengeance Part 2. I’ve released four lines total, and honestly, the Vengeance line was my favorite. My current favorite sunglasses are Night Stalker. They’re all-black square frames with a gold metal logo on the side. They’re UV400, so they offer great protection, and here’s a fun fact: you can take them to LensCrafters or your optometrist to have prescription lenses put in. They’re also photochromic, so they change from light to dark in the sun; people don’t always realize that. Another current favorite of mine is Molten Truth, it’s part of the new line. They’re all brown cat-eye frames. I wasn’t a cat-eye girl before, but they’re growing on me! One thing I’ve learned is that you have to keep an open mind when it comes to sunglasses. New styles, different fits, and how they complement your face shape.

What’s your best-seller?

(Jourdan Johnson) Hmm… That’s a great question. According to my website analytics, the best-seller is definitely Shadow. It’s a pair of dark square frames from my last line. In person, people love Shadow too. It has an all-black frame with a dark brown gradient lens that fades from brown to deep tint. Super sleek. Another popular one is Amber Phantom, which I personally love too. But based on numbers, Shadow takes the lead.

What makes your products different or truly unique?

(Jourdan Johnson) One thing that makes J.E. Luxury truly unique is the quality of the products. The lenses are edgy and expressive, and each one reflects how you feel, your mood and your vibe. When people wear J.E. Luxury shades, they’re embracing their authentic selves, their culture, their creativity—the things they love most. Eyewear really speaks to your personality. Some days you want to feel edgy, some days you want to feel like a superstar, and sunglasses add that final touch to your outfit. They’re the top layer to your style before you step out the door. What also makes my brand different is the variety. I have styles that fit all kinds of personalities, and my line is completely unisex. It’s for everyone—men, women, all ages, all backgrounds. And I really believe people will love it.

What’s the hardest part about starting a business?

(Jourdan Johnson) The cost. No, seriously, the cost. But beyond that, one of the hardest parts is putting your fear aside. I’ve had this business for about four years, and when I look back, I realize I sometimes downplayed my own potential. Starting a business means doing everything from packaging to mailing, designing a website, promoting your product, and getting people to actually buy from you. That’s a challenge. And now, I find myself competing with the same big-name sunglasses brands I used to buy. But that’s what motivates me… to be even better, to focus on quality, and stay committed to my brand’s mission and vision. It’s also hard being on your own sometimes, trying to make everything perfect. I’m a perfectionist, but I’m learning it’s okay to mess up. It’s okay to be authentic and transparent. So besides the cost, I’d say the hardest part is truly believing in myself—and giving my all to every part of the brand.

Who would you love to go to lunch with if you could?

(Jourdan Johnson) Michael B. Jordan, Damson Idris, and Idris Elba. You see what I did there? I’m dreaming—but seriously! And definitely, on the female side, Rihanna. I’d love to sit at the table with her, just to pick her brain. As a mogul, a mother, an artist, a creator… she’s everything. Actors too, honestly. I feel like they’d have some of the best advice when it comes to branding, style, goals, everything. That would be a dream conversation. But yes, Michael B. Jordan is definitely at the top of my list. I see you, Michael. Thank you, Michael. You’re fine. [laughs] And let me not forget Aaron Pierre! I almost did, but I remembered, he deserves a seat at that table too.

Who would you just punch in the face if you could?

(Jourdan Johnson) [laughs] I’m a good girl, I wouldn’t punch anybody in the face. Okay… I mean, I would… but only if we’re talking about something like Juneteenth and people who downplay it. But really, no. No one specific. Maybe a parent or teacher who didn’t believe in me? [laughs] Actually, no teacher talk. We’re keeping it positive today.

What other businesses do you own or plan to open?

(Jourdan Johnson) I don’t currently own any other businesses, but I definitely have big dreams. I want to open a storefront. I still want to be hands-on with the brand, but I would love for J.E. Luxury to have a physical location, whether that’s in a mall or my own building. Ideally, I’d start in North Carolina and expand to other cities and states. I already ship across the country, but a storefront would be a dream come true. So no, no other businesses yet… but that’s where I’m headed.

What advice would you give your former self?

(Jourdan Johnson) You’re a star, you just don’t know it yet! Honestly, I’d tell my younger self to believe in her dreams and go after them without hesitation. No holding back. All gas, no brakes. I’m a firm believer that what’s meant for you will come, and I’m learning that more and more each day. This brand has taught me patience, determination, and the value of hard work. It’s also helped me step out of my comfort zone, meet new people, and show the world who I am. And honestly… wow. This is a surreal moment.