Julz Armel in front of her store at 507 Mill Street, Spring 2021.
Julie “Julz” Armel’s passion for fashion took her across the globe and back again through studies at University of Westminster London and retail management positions with the likes of JCPenney, Gap, and American Eagle.
Since coming back to her hometown of Pittsburgh, the busy mother of two now works in merchandising for local sports retail giant, Dick’s Sporting Goods. And though she loves her day job, opening up her own clothing boutique was always in the back of her mind, a dream she shared with her late mother.
“My mum tried to open up a store right before she was diagnosed with stage 4 breast cancer. That is why a percentage of all my sales go to Susan G. Komen Foundation, in her honor,” Armel commented.
Her mother’s memory continues to inspire Shop with Julz, which offers an eclectic mix of high-end leather jackets, trendy tie-dye, day-to-night pieces, and an earring wall that will make any accessory-junky jump with joy. Julz chooses unique pieces that offer her shoppers a chance to infuse their personality into their wardrobe.
“When I was a young girl, I had a dear friend tell me she knew I was different when I wore my Air Jordans with my Easter Dress. I would tell people to embrace those things that make us different because they make us who we are and create us. To this day I am happiest in a dress with sneakers!” she said.
The boutique opened online in 2018 and at its brick and mortar location at 507 Mill Street in July 2020. Opening during a pandemic was not ideal, but Julz is determined. She continued, “The pandemic made my first year pretty tough. But my passion to see SWJ succeed keeps me going.”
When scouting a location for her shop, the Moon Township resident immediately thought of Coraopolis. “I knew it was up and coming. I love the businesses here and the downtown area,” she said. She encourages any entrepreneur who is considering the community for their business to stop in and introduce themselves. “We (Cory business owners) are a team and want everyone to succeed!” said Armel.
As summer approaches, she looks forward to being involved in the community events, especially the Second Saturdays concert series set to take place on Mill Street beginning in June. “I want Coraopolis to become a destination for people to visit,” she said. “I love this town!”
When not working, Julz enjoys spending time with her husband, Adam, and playing with her two young children, daughter Ivy (4) and son Levi (2).
Shop with Julz Boutique is located at 507 Mill Street in downtown Coraopolis. Currently open on Saturdays from 11 am - 4 pm, hours will continue to expand as pandemic restrictions ease. Shop with Julz online at www.shopwithjulz.com 24/7.