Behind the brand: Brazen Express a Clothing brand for the party girl next door!


Founder of Brazen Express

Behind The Shades is Jovencia Asse the founder of Brazen Express an online boutique with selections of day to a night out dresses and sets. Her clothes have been featured in Local Fashion runways and are growing an audience of women who enjoy having a good time while looking good. 

When did you realize you wanted to become an entrepreneur?

I realized I wanted to become an entrepreneur when I started my first job at McDonald at 18. I felt tied down and being micromanaged all the time. My pay rate doesn’t increase unless my manager approves. I’ve seen people working there for years and making $1.00 above me.  But being an entrepreneur I have the freedom to do what I want with my business and no one is breathing on my back. I can determine my pay rate.


What is your brand about?

The name Brazen means to be bold and unashamed of yourself and body. I want to encourage girls to feel confident in their own skin by dressing with style because I believe when you look good you feel good.

If we were to describe our audience it would be bold and the life of the party which is seen through our dresses. Our Girls love to party on the weekends and hang out with friends.

How did you start your brand?

My co-founder and I  who is also my boyfriend wanted to start a business. We wanted a company that was bold and different. So we came up with the name brazen. At first, we didn’t know what type of business we wanted to pursue. We originally wanted to start a service company to connect creatives in beauty to clients But we decided to try e-commerce and focus on empowering women through fashion.


What do you want people to know you for?

We want to be known for more than clothing but a brand of fashion lovers.


Where do you see yourself in 5 years?

I see myself running a multimillion dollar company and traveling the world and giving thousands back to my community.

What do you like to do for fun outside of running your business?

I like to hang out with my boyfriend and friends. I also play the piano in my spare time and volunteer in the Cornell rehab at a hospital.

What advise would you give to a new entrepreneur

Don't become one because it's trending. Don't do it because you want money. do it because you have a passion for something and want to make a difference. it's not a walk in the park. it can sometimes be depressing, painful, and lonely. Make sure you have a plan. keep an agenda and stay positive.

 If you had to pick a sunglasses that define your style what would it be?

Aviator sunglasses definitely!



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