The Story

The Beginning (2005)

J. Alane’s began, like many small businesses do, with a leap of faith.

In early 2005, Julie Alane Hendricks purchased the remaining inventory and fixtures of a lingerie boutique in Downtown Cary that was preparing to close. One of the owners had already stepped away, and the other was ready to move on. Julie had long dreamed of owning a boutique of her own, and when the opportunity appeared, she jumped at it despite having little formal experience in retail.

What Julie did have was an instinct for people and an entrepreneurial spirit. She had built a reputation hosting highly successful Pampered Chef parties, known for her warmth, hospitality, and ability to make people feel comfortable the moment they walked in the door.

Luxury lingerie had never been part of Julie’s plan. In fact, intimate apparel hadn’t been something she had considered much at all. But something about the opportunity made sense, and what began as curiosity quickly turned into a new career and eventually, a calling.

First Steps: North Hills

After a brief stint in a temporary holding location on the outskirts of North Hills, Julie moved the shop into its first true home inside the newly redeveloped North Hills shopping district in Raleigh.

The early years looked very different from the J. Alane’s customers we know today. The racks were smaller, the brands were still evolving, and Julie was learning the retail business one day at a time.

But from the beginning, two things were already firmly in place: the service and the smile.

Customers discovered the shop the old-fashioned way: by walking past the storefront or hearing about it from a friend. Word of mouth slowly built a loyal customer base throughout Raleigh and the greater Triangle.

It was during these foundational years that many of the defining standards held at J. Alane’s took shape. Julie developed the personalized bra fitting experience that would become the store’s hallmark, and the boutique began to separate itself from the more established competitors in the area as a better experience all around.

A New Opportunity: The Arboretum

As the business continued to grow, a new opportunity appeared: relocating the boutique to The Arboretum in Cary.

The shopping center was a newer shopping destination known for its mix of upscale retail and hospitality, and its proximity to Interstate 40 made it easier for customers coming from outside Raleigh — from Cary, Apex, Durham, Chapel Hill, and across the Triangle.

While the shop’s residency there was relatively short, the move expanded the store’s reach and introduced J. Alane’s to new customers and neighboring businesses.

Finding a Home: Cameron Village (Now The Village District)

When a corner storefront became available in Cameron Village, (now known as The Village District) Julie knew it was the opportunity she had always hoped for.

Located next to a bridal boutique and surrounded by some of Raleigh’s most established retailers, the shop now found itself in the heart of one of the city’s most beloved shopping destinations.

The move definitely marked a turning point as foot traffic increased, the customer base expanded, and J. Alane’s reputation as a destination for expert bra fittings and luxury lingerie began to grow beyond the neighborhood.

Within a few years, an even better space opened just steps away. Julie made the decision to move again, this time into a location next door to Bailey’s Fine Jewelry.

Today: The Shoppes of Kildaire

Today, J. Alane’s calls The Shoppes of Kildaire home in Cary.

The location serves to better connect with the entire Triangle. Still easily reachable for longtime Raleigh customers via the I-440 Beltline, while bringing the shop closer to Cary, Apex, and surrounding communities.

Nearly two decades after the beginning, the boutique that started with a leap of faith continues to grow, to which we owe so much of to our lovely customers.

As a token of our appreciation we just want to say "Thanks for the mammaries!" We can't wait to make more with you the next time you visit us!

About the Owner

Julie Alane Hendricks is the owner, founder, and namesake behind J. Alane’s.

More importantly, she is the heart of it.

Julie’s passion has always been helping people feel their best. Through thoughtful fittings and genuine connection, her goal is simple: to help every person who walks through the door leave feeling knowledgable, comfortable in their body, confident in how they look, and certain of how good they feel.

Before opening J. Alane’s, Julie worked as a Chief Financial Officer for a mortgage company in the early 1990s and later as a real estate agent. Along the way she also briefly served as a middle school PTA president, pursues painting as a hobby, and is known among friends and family as a chef extraordinaire.

She is also a proud mom to two sons and a daughter, and a grandmother to two boys and a girl.

About Beth

Beth is the longest-tenured member of the J. Alane’s team and Julie’s trusted right hand.

Over the years she has become an essential part of the boutique, helping guide customers through fittings, offering thoughtful advice, and making the store feel welcoming to everyone who walks through the door.

If Julie is the bra of J. Alane’s, Beth is the clasp holding the bra in place.