Savannah, Georgia, is celebrating a milestone this Black History Month. Patches Custom Embroidery Works, a Black woman-owned business, has opened its first retail store inside Oglethorpe Mall. Founded by Zelonia Williams, the store offers custom patches and apparel that empower women to express themselves creatively through fashion.
A Dream Realized Through Persistence
Zelonia Williams started her business with a simple yet powerful vision. She wanted to create a space where women could express themselves fashionably. Inspired by Rihanna’s patch jacket at an event, Williams saw how patches could tell a story. “I zoomed in and saw every single patch and what it meant,” she said. “It expressed so much in such a short amount of time.”
The journey wasn’t easy. Williams invested in workshops and classes to grow her business, but results were slow. Still, she persevered. “If I still had that motivation within myself, I just did it,” she shared. “Those obstacles didn’t stop me from bringing my vision to life today.”
Empowering Women Through Custom Fashion
Patches Custom Embroidery Works specializes in camo and denim but offers a wide range of customizable options. Williams wants her customers to feel confident and empowered. Her designs allow women to send bold messages through their clothing.
“If you’re having a bad hair day, let it say that,” Williams explained. “If your jacket says ‘leave me alone,’ then leave me alone. If it says ‘you are here to win,’ then you are here to win. You never know who’s beside you and might need that message.”
A New Chapter in Oglethorpe Mall
The new store inside Oglethorpe Mall marks a significant step for Patches Custom Embroidery Works. What began as a pop-up shop has now grown into a full-fledged retail space. This expansion reflects Williams’ dedication and the growing demand for her unique products.
The timing of the opening during Black History Month adds extra significance. Williams hopes her success will inspire other Black women entrepreneurs. “This is just the beginning,” she said. “I want to show that with hard work and belief in yourself, anything is possible.”
Looking Ahead: Expansion and Community Impact
With the new store, Williams has big plans for the future. She aims to grow Patches Custom Embroidery Works into a franchise, keeping Black women at the forefront. Her business is not just about fashion; it’s about building a community where women feel seen and heard.
