ELJ Avenue was founded by Jevone Robinson, a passionate and open-minded individual who is supported by a credible and competent individual. The founder started the business because he was tired of seeing the same things for women. She wanted to have an outlet for women to showcase their authentic selves because they don’t always want to be desirable, they are everyday women who don’t always want to dress up. They want to have a variety of styles to choose from. They are moms, wives, sisters, aunts, we are caregivers. She wanted women to see themselves as beautiful and still be able to pull off a nice form fitting outfit.