The Whitaker Group Launches JAIDE: A Women-Centric Luxury Retail Experience in Atlanta and Charlotte

The Whitaker Group (TWG)—the award-winning creative and experiential company behind culture-defining brands A Ma Maniére, Social Status, and APB—is proud to unveil its latest venture: JAIDE, a women-focused luxury lifestyle and retail concept launching this summer in Atlanta and Charlotte.

As TWG’s first women-centric brand experience, JAIDE represents a powerful evolution in the group’s mission to fuse fashion with purpose, community, and storytelling. This highly anticipated concept deepens TWG’s position as a leading voice in experiential retail by centering women not only as consumers but as collaborators, creators, and culture-shapers.

A New Era for Women’s Lifestyle and Retail

JAIDE is more than a boutique—it is a platform built from cultural insights gathered across key TWG markets including Atlanta, Charlotte, Houston, and Washington, D.C. The concept redefines retail as a space for empowerment, community building, and lifestyle expression.

"JAIDE represents a legacy—one rooted in authenticity, empowerment, and community,” said James Whitner, Founder of The Whitaker Group. “It’s about honoring the strength and stature of women. Inspired by the symbolism of jade, a material associated with royalty and resilience, and my daughter Jaiden’s name, this is our most personal venture yet. JAIDE is about giving women the space to embrace their uniqueness and make a meaningful impact.”

Flagship Locations in Atlanta and Charlotte

JAIDE Atlanta opens at 903 Marietta St. NW, spanning 4,800 square feet on one thoughtfully curated floor. The store features a blend of contemporary fashion, lifestyle offerings, and social space. The brand lineup includes: Ganni, Guizio, A Bathing Ape, Human Made, Martine Ali, Honor The Gift, Fear of God Essentials, EB Denim, Who Decides War, Sami Miro Vintage, Misbhv, and Casablanca.

Beyond its curated retail assortment, JAIDE Atlanta houses a fully stocked wine bar and a modular pop-up installation space, designed to host creators, artists, and collaborators. These features reflect JAIDE’s commitment to fostering cultural exchange and empowering emerging voices through intentional design and relaxed, connective experiences.

JAIDE Charlotte, opening at 1506 Central Ave, is a two-level, 3,000-square-foot destination located directly across from TWG’s flagship Social Status store. The second-floor space includes a bar, restaurant, and lounge, offering lite bites and a modern kitchen concept that integrates seamlessly with the design of the store. Like its Atlanta counterpart, JAIDE Charlotte will carry the same curated brand lineup, ensuring a cohesive brand narrative across both cities.

Launch Events & Cultural Programming

To mark the opening of both locations, JAIDE will host immersive launch events in partnership with New Balance, unveiling the Willful Bias for Educationcampaign—a part of TWG’s Unwritten Curriculum initiative. This campaign explores identity, confidence, and culture through storytelling that extends beyond traditional education models.

Guests will enjoy early access to exclusive New Balance silhouettes, including the coveted Made in USA 990v4 and 998, alongside live music, curated brand activations, and community-led storytelling sessions. These launch experiences bring to life JAIDE’s core pillars: confidence, culture, and community.

Reimagining Luxury with Purpose

Rooted in TWG’s proven track record of impactful partnerships—with industry giants like Nike and New Balance—and over $51 million invested in revitalizing communities through retail in cities like Harlem, Charlotte, and Atlanta, JAIDE is poised to transform the luxury landscape with a fresh, female-focused lens.

With its intentional design, cultural connectivity, and unwavering commitment to empowerment, JAIDE sets a new standard for what retail can be: a sanctuary for women to be seen, celebrated, and supported.

To learn more about JAIDE and stay updated on future launches, events, and collaborations, visit jaidejaide.com.