J. Riley is a crochet business located on the main level of Sherman Phoenix Marketplace and although J. Riley specializes in crochet earrings, hats, scarves, accessories and home decor, it is so much more. The mission of the brand is to build women, specifically women, and their self-image/esteem by encouraging them to be uniquely themselves via their styling choices whether it be on their person or in their homes. Each day, Jamila is tasked with speaking to a wide range of customers, encouraging and uplifting beyond the actual products themselves. In addition, patrons will be able to watch on as the pieces they will be able to purchase will be created before their eyes, as the store serves as production studio space for Jamila as well.