Welcome to dot + jo Boutique, where every stitch is symbolic of Heather Williams' story. She personally sources every piece of women's clothing, all the jewelry and accessories, fitting every size, style, and age. You'll even find prom gowns in the back, the space transitioning to evening wear following prom season.

“We carry a little bit of everything. Things I like, things I think other people would like because you're seeing them all over social media. I just try to make it fun, interesting, and affordable,” said Heater Williams, owner, dot + jo.

Long before opening dot + jo in her 50s, Heather was bit by the fashion bug at a young age.

She recalled, “my mom was everything about fashion. She would make clothes for the neighborhood women. She made her prom gown, made my prom gowns. She even made my bridesmaids gowns. She dabbled in outdoor markets and would sell clothing. My grandmother would always come. So, I guess she passed it down to me.”

Heather went to college for textile design in Philadelphia, then moved to New York City where she worked for two designers.

“First a small designer, then the second designer was Ralph Lauren, and I was the yarn buyer. People laugh when I say that, but there is someone who buys all the yarn for the women’s sweaters,” she smiled.

Once Heather married her husband, Phil, the couple relocated to the Poconos and grew their family. She dreamed of opening her own boutique, and in 2024, planted roots on Crystal Street in East Stroudsburg.

Heather said, “it's just a cute little street and I knew this is where I wanted to be.”

The boutique offers a chic space for private events like meetings, paint and sips, and pop ups. Heather is passionate about carrying products from other female-owned small businesses, from candles and mixers to skincare and maple syrup from Pocono Mountain Maple.

“I would say 75 to 80 percent of even the clothing in here come from women-owned companies. I sort of look for that,” Heather said.

Her three daughters are part of the business, helping with social media and watching trends.
Heather's husband, an entrepreneur himself, even has his line of on-the-go men's skincare and grooming products at dot + jo.

“Usually when I’m in the store on a weekend, there’s a guy sitting on the couch while his wife is perusing around doing some shopping. I give him the nudge like, ‘come on back’ and we get right into talking about skincare and beauty. That has led to many great conversations and meeting people locally,” said Phil Williams, Founder/CEO, Game Face Grooming.

Heather doesn't just carefully curate her clothes; she also took special care in coming up with the name of her business, which honors her late grandmother and mom, Gail, who passed away from cancer in 2021.
“Dot is from polka dots, because my mom loved polka dots. And jo is Josephine, my grandmother. So, it's named after them,” Heather explained.

Because for Heather, her dream was realized thanks to strong women. Their legacy being carried on by the next.

“I think they're happy and proud. That's what everyone tells me, so I hope it's true,” she smiled.

A boutique built by women, for women.