Finding clothes that fits your personal style is one thing; but as entrepreneur Keena Williams shares, finding the right accessories to accentuate and complete the ensemble is “the icing on the cake.”

“It was Rachel Zoe who said, ‘A dress is just a dress until you add the jewels,’ and that is my philosophy as well,” Williams tells Black Enterprise. The young, fly diva is taking accessories to the next level with her boutique and online store, So Excessive.

The Newark, NJ native has been obsessed with jewelry since her teenage days, and used her business savvy to sell accessories and share her passion with her fashionable peers in high school.  Now, she’s combined her creative spirit and entrepreneurial abilities to open her own boutique in her hometown.

“I saw a void in the marketplace for an accessories boutique,” she said of her choice in location. “Newark is going through a metamorphosis right now and there are some really great things going on within the city. I definitely wanted So Excessive to be a part of that.”

Not only was there space for business growth in Newark, the stylish entrepreneur is a firm believer in community-building revenue and offering consumer access. So Excessive stays on top of the market by providing exceptional customer service and jewelry education.

“With each purchase, we share how to care for their accessories, tips on wearing them and introduce them to products such as Lobe Wonder, which is a great one for women who wear heavy earrings. Our goal is to be a resource for our customers as well as a place to shop,” she tells Black Enterprise.

The So Excessive boutique also hosts events to provide customers with networking opportunities while they shop. For those avid jewelry lovers who don’t live in Newark but still want a chance to rock Williams’ creations, she has created an online store to showcase and sell her merchandise.

As a successful and passionate African American businesswoman, Williams also has a few tips to leave with aspiring retail entrepreneurs.

“Great customer service is key,” she said. “This is at the top of the list. No one wants to shop where the staff isn’t friendly.”

Listening to customer feedback is also important, as well as staying abreast of trends and researching the market. Lastly, Williams stresses that a support system is essential.

“Starting a business can be an emotional roller coaster,” she said to Black Enterprise.  “There will be plenty of times where you will need support or a shoulder to lean on.”