Our Story

Latina, Navy Veteran to Open Body Positive Women's Clothing Store in NorthShore

North Star Boutique is hosting its grand opening celebration Friday from 10 a.m.-6 p.m. at its new location, 313 Manufacturers Road, in the NorthShore Whole Foods shopping area.

The new, specialty boutique is founded by local Latina Navy veteran, mother of 3 and non-profit board member, Josselyn Nielsen. ‘Entrepreneur’ and ‘women-owned business owner’ were never titles she thought would follow her name. But as a woman of strong faith – Ms. Nielsen is an active member of The Church of Jesus Christ of Latter-day Saints – Ms. Nielsen felt the call to open a body positive boutique here in Chattanooga.

“A few years ago, I went prom dress shopping with my oldest daughter," said Ms. Nielsen. "We went through store after store, the whole mall—unable to find age-appropriate attire. I just had a pit in my stomach and I heard God tell me ‘You should do something about this’—and here I am."

However, it’s not just her own daughters she is thinking about.

“Body positivity—it affects so many women, of all ages, and there are so many issues with mental health and body shame. I have this sense of stewardship,” said Ms. Nielsen. “I need to do something to help the younger generation and all women know that inner beauty is what matters.”

And that is exactly the feeling that the North Star Boutique is trying to create.

“When you walk into the store, I want you to realize that you are divinely made," said Ms. Nielsen. "That your talents, your attributes, your personality—all those things make you who you are. You are what makes an outfit look fabulous. What matters most is how you feel about yourself."

And that’s something that Ms. Nielsen’s husband thinks she can help with.

“When you know Josselyn you know that she has a spiritual gift to talk to anyone and to make them feel great about themselves,” said Tim Nielsen, Josselyn’s husband. “She has the ability to see and bring out the good. Why not exercise that superpower and help women along the way?”

There is one thing Ms. Nielsen wants everyone who enters North Star Boutique to walk away with. “I want you to see the confidence, the smile and the light in your eyes that has always been there.”

Regular store hours are Tuesday thru Saturday 10 a.m.-6 p.m. 

Josselyn Nielsen has been married to Tim Nielsen for over 20 years; is the mother of three beautiful children – Sydney, Alejandro and Victoria; serves as a mentor, leader and teacher for her church’s youth group; is on the Board of Directors at La Paz—a local Latino advocacy group; has previously worked at the Chattanooga Chamber of Commerce; served honorably in the Navy and is a dog mom to the family pup, Bentley.