Sarah Jones Thomas aims for effortlessly put-together looks
By Lisa Petty
Sarah Jones Thomas, a wife, mother, and longtime Preston Hollow resident, counts hundreds of the most accomplished women in North Texas among her fashion clientele.
The founder and designer of the custom clothing brand Sarah Jones understands the many facets of a modern woman’s life and has dedicated her brand to the belief that “no matter where you find yourself, when you feel confident, you can focus on what you’re there to do.”
Her journey embodies that focus, starting with her studies at the prestigious Fashion Institute of Design and Merchandising (FIDM) in Los Angeles. There, she learned the nuts and bolts — or fabric and thread, as it were — of clothing design, in addition to supply chains, quality control, and the reality of retail. All this armed the aspiring young designer with a 360-degree understanding of the industry.
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Combining her aesthetic eye and business acumen, Thomas launched the first iteration of her brand in 2008 as a traditional wholesale-to-the-trade clothing line.
She created samples from luxurious, but easy to care for, fabrics, in versatile, sophisticated silhouettes. It was the first glimpse at what would become the designer’s signature look, which she offered to retailers who ordered items months in advance via trade shows and markets.
Soon, however, a recession and the early signs of an industry shift spurred Thomas to think strategically.
“I started looking at how much work and cost went into doing the wholesale markets in New York, in Las Vegas,” she said. “Also at that time, I was noticing more new stores opening, but they were buying more conservatively.”
And so, as the retail world started its rollercoaster, with big stores giving way to an ever-changing slate of startups, Thomas took a calculated risk. In 2013, she began eliminating the wholesale middleman in favor of a direct connection with the women she was dressing. It worked like a charm.
Today, from her Dallas home base, Thomas hosts individual clients, as well as networking groups and private parties.
With hundreds of items bearing her namesake Sarah Jones label, shoppers can browse separates and dresses, colorful outerwear, and accessories. Prices range from approximately $195 to $795.
Some of the designer’s pieces are ready-to-wear, while others are envisioned for customization.
Recognizing that “most women are not an off-the-rack size,” Thomas can tailor everything from waists and necklines to sleeves and hems, ensuring each client’s perfect fit.
The result is a wardrobe that carries a woman throughout her day in style.
For example, one recent client stepped effortlessly from morning errands onto the TEDx stage, while another packed her custom wardrobe for a long-awaited family vacation.
“Some people spend three hours getting dressed and they look amazing, but that’s not our lifestyle,” Thomas said. “I’m usually going for a look that is effortlessly put-together. What I want for my clients is for them to have pieces in their wardrobe that they love, and for them to know that when they put them on, they’re going to be comfortable and confident.”
