Dani & Alex

My blogs

Gender	Female
Industry	Fashion
Occupation	online store
Location	Atlanta, Georgia, United States
Introduction	Dani & Alex was created by twin sisters & long- time business partners, Jane Sims & Julie Arrendale. They have loved &lived the cutting edge of the fashion industry passionately & professionally their entire careers. In August, 2001, Jane, Julie, & sister number 3, Jennifer Arrendale, followed their dreams & co-founded Blue Genes, Inc. The boutique was a reflection of the sister’s individual, fashion-forward styles. Even though Atlanta was a few steps behind in the fashion world, the sisters took a chance and gained tremendous success as they made their mark on Atlanta’s fashion scene. Blue Genes housed the most sought after labels from established as well as new up and coming designers. The sisters created a unique establishment that became a showcase for the hottest trends & fashion must-haves. Pioneering one of the nation’s most recognized & highly acclaimed fashion boutiques. Blue Genes became Atlanta's most influential retailer. Ready for the next chapter of success in their lives, together Jane & Julie have now created a lifestyle brand aptly dubbed, Dani & Alex, the names of their daughters.