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From Tragedy to Triumph: How Lemon Theory Made it to the J-Michael Shelves

Since 1969, J-Michael has been a family business built to last, providing customers in Syracuse with the latest fashion trends and exceptional customer service. However, J-Michael is not just a fashion store. We are a family business that cares deeply about our community and the people who make it great. This commitment to our community is what led us to partner with Shawna Gould and Lemon Theory.

Shawna Gould's Tragic Loss Inspires a New Beginning

The journey of life can be full of ups and downs, and it is often in the darkest moments that we find the light to guide us forward. Shawna Gould, a client of J-Michael, experienced such a moment in September 2022 when she tragically lost her baby just shy of 16 weeks. In the midst of her grief, she visited J-Michael and found comfort in a simple act of kindness – a Nordic Beach wrap with a care card that read, “When you need a warm hug.” This small gesture made her feel seen and heard, and it inspired her to create something new to help others going through tough times.

Shawna was inspired to develop a brand that would uplift and support those who have been dealt sour lemons in life.

She named the brand Lemon Theory, after the lemon-sized angel that she lost. The bright yellow color of the lemon symbolizes love and friendship, bringing peace and healing to the heart. The Lemon Theory brand is designed to empower individuals and foster a sense of community and growth through shared experiences. Shawna soft-launched the brand in November 2022 at a local boutique, and it quickly gained a following. Her story has touched many, and her brand has become inclusive and diverse, empowering all who wear it.

The Exclusive Lemon Theory Collection: Bringing Positive Vibes and Feel-Good Designs to J-Michael

J-Michael is constantly on the lookout for new and exciting brands and products to offer our customers. We knew we had to be a part of Shawna’s story the moment we heard it. Lemon Theory is a brand that uses shared experiences to empower women, foster community, and promote healing.

The collection features bright, cheerful colors and designs that uplift and inspire. Each piece of clothing tells a story, and every story is unique.  It is a testament to the strength and resilience of the human spirit, and a reminder that even in the darkest of times, there is always hope. We are honored to be a part of Shawna’s journey, and we are excited to see where her brand will go in the future.



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