Joni Rosser has been obsessed with fashion since she was a teenager soaking up the latest trends at market. Her women’s fashion boutique in The Shops at Sea Pines Center has been well known for high-end and quality clothing and accessories for more than 30 years.
Before Joni began hand-picking fashion from the world’s most preeminent designers,The Back Door started as a jewelry store at Harbour Town Marina. Seven years later, Joni’s store evolved to a popular women’s fashion boutique in The Shops at Sea Pines Center with a full line of shoes, handbags, clothing and custom jewelry.
“Style is a way to say who you are without having to speak”
Customers have trusted Joni’s personal style and expertise to complete the clothing collection of their choice. Over the years, The Back Door has become known for mothers of the bride and mothers of the groom to find elegant, comfortable and flattering special occasion attire. However, the busy professional and style conscious also will find great additions to their mainstay wardrobe.
“My inventory is for a woman who’s confident, a woman who shops for herself. I think she can be completely wardrobed in our store for any part of the day and occasion,” Joni says.
While Joni keeps her finger on the pulse of the latest fashion trends, there are some things that don’t change. She has kept The Back Door close to its roots with custom designed jewelry that can’t be found anywhere else in the country. More importantly, Joni puts the customer first by answering questions with thoughtful insight from years of dressing women of all ages for all occasions. It’s this dedication that keeps her customers coming back for years to come.