CNK Presents: The Ladies of PREMIUM GOODS.
Images: Iyuliphotograph
Create the vision. Build the connection. Empower the community.
As lovers of all things sneakers and streetwear, we really thrive in experiential retail that drives relationship building. Our footwear collections are truly wearable art and an avenue for creative expression. In engineering our style, we aim to connect with like-minded people who inspire us and remind us of why authenticity is so important. Local sneaker stores have become the hub for this creativity and community. At CNK Daily, our passions are centered in amplifying the stories of women. Specifically, how women are disrupting the sneaker space with more representation and authenticity as a whole.
Premium Goods. In Houston, Texas checks all the boxes for us. A major staple that has been serving up exclusive releases and neighborhood pride since 2004. More importantly, the store represents how women can see themselves growing and glowing with that entrepreneurial spirit. The founder, Jennifer Ford, is one of the coolest women we have ever met. Did we mention she’s the only Black woman in the country that owns a retail sneaker store?!
What grabbed our attention was how Jennifer was so intentional about creating a safe space for women of color to feel empowered through her own journey. We aren’t speaking solely to Jennifer providing mentorship outside of Premium Goods, but hiring women in-store to bring that vision to life. With a brand new look to the store, we were able to vibe with the women behind the everyday operations. Welcome to the Ladies of Premium Goods.
As soon as we walked into Premium Goods., we could feel the energy. Not only were the ladies FLY AF down to their makeup, nails, and hair - but their smiles and confidence filled the room and embraced us. The ladies of Premium: Nathalie, Brittany, Yamileth, Juliana, Dominique, Karen, and Krystal may have all started working for PG at different times, but they all understand the big picture. That the store is not just meant for shopping, but for building a heritage story within the city they love.
“Being in Houston culture has taught me how to be unique because everyone has their own style and has similar interests but their own personality. In coming here (Premium Goods.) I could be more natural, I could be myself.”
Premium Goods is more than just a pretty sneaker store. It’s a way to connect with other like-minded people and magnify a space for shared experiences. It’s somewhere where we can all learn from each other, making our goals and aspirations closer to a reality. For the women who work there, it’s a blessing. Karen explained that, “Growing up in Houston is a privilege”. For native H-towners, that sentiment resonates deeply. Brittany also made a great point that, “No matter what side you’re from, we all connect”.
“Jennifer has really opened my eyes as a Brown skinned Latina to go out there and be me. I can get what I want and I deserve it.”
If anyone understands the BE YOU factor that Premium radiates, it’s Nathalie. Affectionately known as the OG, Nathalie works as the Director of Operations and has been with Premium for 9 years. Being from Houston (Weeeeeeest!) is part of her DNA and that made a match in heaven for Jenn’s vision Premium’s evolution to come to life. Nathalie described working at Premium as a full circle moment for her.
I grew up in Houston, but I’m particularly from Alief. It’s the most diverse place. You can go anywhere in the world, but nothing is going to replace Houston. Houston has that southern charm that is nowhere else.
When asked how the ladies would describe working for Jenn, their eyes lit up. Karen immediately resonated with the feeling of female empowerment that was contagious.
Jenn is a lot like us and nothing was just handed down to her. She’s never let anyone hold her back. She’s made a lot of us feel like we can achieve our goals and our dreams.
The intentionality in a growth mindset is solidified with the environment that’s created in and out the store. While developing a business is not an easy task to begin with, Dominique noted that they feel not only empowered but motivated. Juliana went on to explain, “She looks out for her own and is always involved in the community. She treats everyone like family.”
“Jenn is a lot like us and nothing was just handed down to her. She’s never let anyone hold her back. She’s made a lot of us feel like we can achieve our goals and our dreams.”
“It gives me a sense of responsibility to open my arms, just like Jenn opened her arms to us, and welcome other women in our community.”
Dominique who works alongside the team in Premium and Premium Kids really brought it home with being able to see herself in what Jenn is building. The love letter that Premium Goods. is creating for women goes deeper than selling cool products. It’s taking elements of representation, goals, and disruptive compassion to new levels.
Working for a Black woman-owned sneaker store, I am very proud. I see myself in her. It’s very empowering.
The ladies make working at Premium look easy, but it’s no walk in the park. Whether it’s inventory day or hype releases, they stay focused on giving customers the best intimate experience possible. Karen chimed in and reiterated that “Nobody needs to spend their money here.” A powerful statement that continues to hold respect for anyone that walks through the door. It’s all about relationship building and getting to know names and faces.
What we loved about how these dope ladies are shaping the community is that they look at Premium Goods. through the lens of catering to the full family. They all love seeing parents buy children their first sneakers and growing up within Premium. It’s a testament to how the store became a staple for nearly two decades.
Giving back to the community is a key pillar for the brand and an extension of Jenn’s passion for embracing your roots.
So what exactly is PG creating for women? A safe space in sneakers. Nat explains that she’s seen quite a bit of growth in the female sneaker community in Houston, and that it’s amazing to witness. Recently, PG has started catering to women’s releases by making them more accessible to women overall.
“I feel inspired just knowing that she (Jenn) had the idea as one and brought it to become a family. That motivating factor of you can do this as a woman and you can beat the stereotypes. Jenn broke those barriers.”
All the ladies had the best sneakHER style and went down memory lane to recall their favorite pairs. From Air Jordan 1s to SBs to classic Air Force 1s, the rotation was serving up a subtle flex that we couldn’t help but appreciate. Not to mention, Dominique pulled up in her Air Jordan 1 ‘Lost and Found’.
For the finale, we got a chance to see the Premium Goods. x Nike Air Force 1 Low in person. The details were immaculate. Krystal gave us a rundown of the design details which feature PG branding, rope laces, quilted panels, and beading to name a few. The sneaker was filled with intention and a labor of love that everyone at Premium (and the world) could share in real time. Nathalie helped put it in perspective for us with her thoughts on how it was a blessing through all the hard work.
This shoe was worth the passion, the late nights, the due dates, it was so worth it. It’s such a blessing to see it come to life.
To make it clear, the sneaker was a representation of the store. As Brittany described, “this Air Force 1 IS A PREMIUM GOOD.”
To all the ladies at Premium Goods. - thank you for sharing your journey and your dedication to something so special. We can’t wait to see all that’s coming next.
Interview has been edited for length and clarity.