Meet the BHAM Mother-Daughter Team Behind The Clotherie
What's a mother-daughter duo to do when they love shopping a little TOO much? Meet Dee Jernigan and Rachel Hoagland, who turned their love of fashion into a family business at The Clotherie! Image: The Clotherie
Editor’s note: September 25 is National Daughters’ Day! To celebrate, we’re highlighting mother-daughter duos who are collaborating to inspire the community and excel in business. Enjoy!
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For Dee Jernigan and her daughter, Rachel Hoagland, entrepreneurship is more than a career — it’s a family value. In 2023, they opened The Clotherie Boutique in Alabaster, later expanding to Hoover. But fashion isn’t their only venture; Rachel and her husband, Chase, also run two home service companies with Dee by their side. Together, they’re instilling a passion for business in their four children, showing that entrepreneurship is both a livelihood and a legacy. Meet this ambitious mother-daughter duo and check out the stylish looks from The Clotherie!
First, tell us a little about yourselves. Have you always lived in Birmingham?
Dee: I’m from Tennessee. Rachel’s dad and I raised her and her two brothers in Franklin, TN. We chose this town because of the Greaves ranking of school systems. We also run two service companies, cleaning carpet, rugs, and upholstery: Localpro and Rug Runners.
Rachel: We moved to Alabama when I was in high school, and I went to UNA. My husband and I briefly moved back to Tennessee when we married, but ended up here in Birmingham. We love it here and brought my parents down as well. You know why… grandkids! My mom, husband, and I have always worked well together in our service companies. We have two other businesses besides the boutique, but operating The Clotherie is by far the most fun for us two!
How did The Clotherie come to be?
Dee: We just decided to open it on a whim. One day, after being in a store for over an hour, Chase told us, “As much as you two love shopping, you should open your own store.” Hence, the start of The Clotherie!
Rachel: Once the seed was planted, there was really no stopping us. And here we are!
That’s a daring move! What’s your secret to putting a dream into action?
Dee: It was definitely a spur-of-the-moment decision, and Rachel really is the brains behind this operation. We have both always loved shopping, although she normally helps me decide how to pair things. I think the key to our business has been the ability to work well together. There is nothing we can’t talk about. If we do ever have a dispute, we’re able to talk it through.
Rachel: We know what we want, and we get to work! Honestly, we just know that getting what you want means putting in the hours that no one else is willing to. We are a great team and just went after what we wanted.
What are the most rewarding and challenging parts of running a mother-daughter business?
Dee: The biggest reward is getting to spend so much time together. As your kids get older and have their own kids, you don’t typically get to spend as much time with them, so this is the greatest reward. The biggest challenge, I would say, has nothing to do with our relationship, but rather, trying not to buy all of the inventory.
Rachel: The most rewarding part of running the business is getting to spend time together working toward a common goal. She has great ideas when I don’t, and vice versa. And as we succeed, we have someone to share that feeling with. The biggest challenge would be deciding what to order and buy at Market.
How did you decide it was time to expand to a second location?
Dee: Adding another location was an easy decision! Everything was going great at our Alabaster location, so we just knew being off Highway 280 would be a great location for our second store. It has been a challenge to keep inventory at two locations; it has increased the workload, for sure. We have had great support from the community.
Rachel: We were having such a wonderful experience with our first location and wished we had one closer to where I live. So, we found an open space and made it ours! The community reception has been fantastic; we have so many wonderful repeat customers and new customers daily. We love being the place where people can find clothing, accessories, etc., that make them feel beautiful. It is such a rewarding experience.
Where can we find you when you’re not working?
Rachel: When I am not working, I am usually running kids all over town. We have four kids, so they keep me busy outside of work!
Dee: Being a Mimi, I love to spend time with my grands.
Who or what is inspiring you right now?
Dee: I think my inspiration comes from my grandchildren. That may seem crazy to some, but we are teaching them that they can do whatever they set their minds to! It makes me want to succeed when I see the pride they have in what their Mom and I are doing.
Rachel: I am currently inspired to do my best by my children. I (potentially) have four young entrepreneurs looking up to me and my husband. I want them to see what owning your own business can be! Yes, at times it’s rewarding, and at other times we really, really have to work at it to get the ball rolling. But we never, ever quit!
What is your best piece of advice?
Dee: My best piece of advice is basic: Love Them! You don’t have to agree with everything someone does, but you also don’t have to stop loving them.
Rachel: My best advice is to see the good in all people and situations. At times, that may be hard, but keep your head up because it is God’s world and everything is going to His plan.
Aside from faith, family, and friends, name three things you can’t live without.
Dee: Relationships, vacations (cruises in particular), and I’m sorry to say, donuts (my favorite guilty pleasure).
Rachel: Shopping, Mexican food, and tennis.
LIGHTNING ROUND!
What is your go-to gift to give?
Dee: Something from our boutique — clothes, candles, gift cards.
Rachel: L’AVANT anything! We carry it at our store, and it smells so good. It’s hard to go wrong.
What is your favorite recent TV show binge?
Dee: The Residence
Rachel: Amy Bradley Is Missing
What book is on your bedside table?
Dee: The Bible
Rachel: Wrong Place, Wrong Time by Gillian McAllister
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Birmingham women are doing inspiring work. Meet more of them over at our FACES archives!
Katie Leigh Matthews
A Birmingham native, Katie is a lifelong waterfall chaser and is passionate about the outdoors. She also loves connecting with remarkable women in the Birmingham community and bringing their stories to life. Katie has been writing professionally for over six years; you can find more of her work at Moms.com and Islands.com.