Jolie Bouscule Brings Elevated Style to OTR

High Quality Lifestyle Boutique Now Open on Main Street

CINCINNATI (October 30, 2025) – Jolie Bouscule, a stylish new boutique offering everything from casual lifestyle pieces to elegant evening wear, has officially opened its doors at 1243 Main Street in Over-the-Rhine (OTR). Owner Asia Watkins is leasing the 570-square-foot space from Cincinnati Center City Development Corp. (3CDC).

Though her professional roots are in social work, Watkins always had a passion for fashion — sketching designs and dreaming of bringing them to life. With support from friends and a leap of faith, she found her way into clothing design and retail, turning her creative vision into reality. Watkins first launched an evening wear boutique in 2020, but pandemic-related challenges forced its closure. Undeterred, she returned a few years later with a fresh vision — introducing a successful lifestyle brand, Pretty Hustle.

Even after launching Pretty Hustle, she still dreamed of opening a boutique focused on evening wear — for the ‘after 5’ crowd. Ultimately, she named the new shop Jolie Bouscule (Jo-lay Boss-cue-lay), which means ‘Pretty Hustle’ in French, as a tribute to the brand that started it all. The new boutique brings both worlds together, featuring her lifestyle line alongside a curated selection of elegant evening pieces.

“I grew up in the city, always inspired by the energy and style of SoHo in Manhattan,” Watkins shared. “As Over-the-Rhine began its revitalization, with unique shops popping up across the neighborhood, I realized I could bring that same SoHo vibe to Cincinnati — and that became my mission. I spent nearly two years searching for the perfect spot, and the moment I walked into the Main Street space, I knew it was the one. It’s warm, inviting, and exactly what I envisioned for Jolie Bouscule.”

Designed entirely by Watkins, the boutique exudes a clean, minimalist aesthetic with a touch of luxury-industrial flair. The clothing racks, which were constructed from copper piping, add the perfect accent to rose gold and blush-toned décor throughout the space.

“The Main Street Corridor has truly become a destination within OTR, home to vibrant businesses like Pink Rich Charm Bar, Shamala Hamala, Indigo Hippo, and Lunar Beauty Bar — plus plenty of bars and restaurants,” said Christy Samad, EVP of Civic and Commercial Space Activation at 3CDC. “Jolie Bouscule fits seamlessly into the mix, offering something special for a diverse range of shoppers.”

Jolie Bouscule is open Tuesday through Sunday from 12:30 PM until 7:30 PM. The store is closed on Monday. Anyone interested in learning more about the boutique and what it has to offer can visit https://www.instagram.com/jolie.bouscule/.

# # #