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Jou Jou SafaJoujou Safa
Head buyer, creative director and co-founder of Bijuju  • • •

Joujou Safa is the head buyer, creative director and co-founder of Bijuju, an accessory boutique that she started with her husband and brother-in-law in 2004. Within two years of opening the first store, three more stores opened; after five years, nine were in operation, employing hundreds of people. The company is headquartered in Myrtle Beach with a store in Market Common with other stores in Raleigh, Charlotte and Wilmington, N.C. 

Safa loves to travel and her position as head buyer enables her to travel the world to purchase merchandise for her stores. She continuously researches fashion trends, yet she subscribes to the philosophy that every customer should own her own style—not something that’s in style. Bijuju’s mantra is for all women to: “Be Bold. Be Beautiful.” The company’s core value is “To make women feel special.”

The women of her family are her strong inspirations. For example, at 13 years old, her grandmother fled Lebanon during its 1970s civil war to arrive in America and eventually ran her own design business in Brooklyn, sewing pieces for Jones New York and working for Kleinfeld Bridal (of Say Yes to the Dress fame) for many years. Safa believes that anything is possible if you believe in it and work hard at it, which has been her life story.

She is also co-founder of Feed a Family, established in 2004 in Myrtle Beach to deliver meals to those in need during Christmas. The group began packaging 250 meals out of the kitchen at Thoroughbreds, a local restaurant, and has now grown to delivering nearly 1,000 meals. In addition, the company supports nearly 20 other groups and organizations.

A native New Yorker, Safa moved to Myrtle Beach in 1998 with her husband. She earned a bachelor’s degree in psychology from Coastal Carolina University.