Carol Johnson, Southern Indiana Business Report
SALEM – Lakin Jones knew from a young age that she would work in the fashion industry, she just wasn’t sure where that ambition would take her.
She didn’t have to wait long to find out. In high school – before she was old enough to drive – she started a small business, upcycling clothing and turning them into fashion pieces. She also worked for a Salem boutique, Sisters, when she was in high school and college.
At 21, she opened her own boutique on the downtown Salem square in the location where Sisters was for 20 years. She named it Born. The business is now four years old and Jones is a seasoned business owner. A graduate of Indiana University Southeast, she’s taken Born to vendor markets, she’s added a website to reach online shoppers and she regularly creates video content for her social media followers.
She describes Born’s style as a boutique where classics are given a touch of whimsy.
“I carry a lot of classic pieces like cotton button downs and cable knit sweaters. But I like to style them in a whimsical way with neck scarves or big chunky jewelry,” Jones said.
Shop Small Nov. 29 and all season long
Like many small business owners, Jones is gearing up for the 2025 holiday shopping season. Small Business Saturday is Nov. 29, a day when shoppers are encouraged to “Shop Small” and support the local businesses in their communities. Born will participate in the downtown Salem Cookie Walk and offer in-store promotions and sales that day.
According to the American Express Shop Small Impact Study, 84% of small business owners report that Small Business Saturday is essential for their holiday revenue. Beyond sales, the event fosters stronger community connections, as many consumers see shopping at small businesses as a way to support their neighborhoods.
Jones spoke with Southern Indiana Business Report about Born, her earliest venture as an entrepreneur and being a small business owner in downtown Salem.
How did you get started in the fashion business?
I started my own upcycling business, Urban Return, when I was in high school. I would take men’s button downs and turn them into women’s tunics by adding lace to the bottom. I would use upholstery fabric and remnants to make applique designs on T-shirts.
What’s the story behind the name?
A year or two prior to opening the store, I was in a booth in a restaurant and I thought if I ever open a boutique, I’m calling it born because I feel like I was born to do this.
What is it about being a business owner that suits you rather than another line of work?
For sure the freedom. If you ask my parents, they always knew I had this entrepreneurial mindset and that I wanted to do something on my own. I enjoy the freedom and not having anyone tell me what to do. The responsibility of owning a business and making all the decisions can take a toll. But I want my customers to be happy and that’s my ultimate goal. I want them to be satisfied with their experience.
What are some things you’ve put into practice that have made you successful?
I started out doing Urban Return and I learned a lot from doing that. I did a lot of vendor markets and I continued doing them and still do them even after I opened the storefront. The vendor markets were very helpful to get my store out there. About six months after I opened Born, I started a website. The best benefit is it just legitimizes my business. Local customers like it because they can do store pickup. I have customers who browse the website first, then come in and they know what they want.
How do you reach your target audience?
Facebook is where my target audience is. I post a lot of live videos, which customers love because it helps them see how an outfit looks and can be styled.
What does customer service mean to you?
Confidence in personal style is huge for me. I had an out-of-the-box style and was made fun of for the way I dressed but didn’t take it to heart because I liked it. I try to be encouraging to my customers to step out in confidence and to remind them no one is judging you as hard as you are judging yourself.
Salem has a vibrant downtown with lots of shops, talk about that aspect of your business.
I love being on the square, it’s picturesque with our beautiful courthouse. And I love being in an area that is walkable. Prior to the Monon South Trail, this area wasn’t very walkable. You can park and walk around the square. It’s like our own community within the square.
What advice would you give to someone starting a business?
Trust your intuition. I think especially when you’re young, people will give unsolicited advice. Don’t feel like you have to abandon your intuition to do what someone says. Suggestions will always come from different directions. You can take suggestions from others but trust your own instincts. Profit First is a book by Mike Michalowiciz, I would be lost without it.
Why should we support small businesses?
It’s important to support small businesses because they help foster a thriving community. Small businesses offer a more personalized shopping experience without leaving our small town. When you shop at my store, you’re also supporting other small businesses whose products I carry, so one small purchase has a big impact!
Shopping at Born
Born is located at 35 Public Square in downtown Salem. The boutique is open 10 a.m. to 5 p.m. Tuesday through Friday and Saturday 10 a.m. to 3 p.m.
