Street Style: Meet Joanna Szczerban
When you meet Joanna, the first thing you’ll notice is her striking hazel eyes, and that she’s listening when you speak, absorbing it all. She has a worldliness about her, and when she shares she’s an Army brat, it explains why. She was born in Florida, but has lived in many places including England, Italy, Huntsville, Alabama, Winchester, Virginia and Saudi Arabia.
She went to FSU and moved to Alexandria in the late 80s. “I consider Alexandria home.” When I ask why she chose it, she shares, “Two reasons. I felt like Washington, D.C., had a lot of European feel…the buildings, the architecture, and I knew I wanted to live in a bigger city. The move from Saudi Arabia to Tallahassee was a big culture change. I was dying to finish school and move. And this is going to sound silly, but I was inspired by a movie that won a Grammy (for it’s soundtrack)…it was a big 80s hit with Demi Moore and Rob Lowe.” She thinks for a minute or two. “St. Elmo’s Fire!” That was filmed here? “Yes, in Georgetown, the bar they hung out at was modeled after a local one (The Tombs on 36th St NW).” Wow, I never knew that.
“A friend of mine was also graduating college and she wanted to move here, so we did it together.” Joanna gives me her career trajectory. “After high school, I worked for a computer company in Saudi Arabia, and they wound up opening an office in Arlington at the same time I moved here. I worked for them for many years, and it’s how I met my husband, Jack. My company had government contracts and one of them was with The U.S. Mint, where he worked. I was in their marketing department and I also learned a lot about doing trade shows and holding events.”
She says after their second child, she decided to become a stay at home mom. Mary, her daughter, who just turned 25, lives in Utah, and her son is graduating soon from CU in Boulder. “My husband spent his summers in Maine when he was growing up, so we bought a cottage and took the kids there in the summer when they were young. Once sports started though, we were never there more than a week,” she says with a laugh.
Joanna Szczerban
Makeup: Celthia, Bellacara Hair: Fadi Bou Akl of Salon Virage
Photography: Renée C. Gage Photography
Shoot location: Boxwood, 1205 King Street
Joanna flashes back to her first interest in retail. After her parents divorced, she says her mother settled in Florida. “My mother wanted to open an art gallery, but found her customers wanted beach towels and things, so her store became a beach store. I worked there after school in junior high and picked up the retail buzz. When my kids were little, a couple of stores were closing in Alexandria, and I considered buying one, but never bit the bullet.” When her son was a senior at T.C. Williams (now Alexandria City High School), the opportunity arose again. “A friend of mine had a store she was closing, and I told her I would love to talk to her about it. Her response: “Yes, I need someone to take over the lease!”
Joanna jumped in and found she was in need of a business partner. One day Leah, a complete stranger, walked into the store and they struck up a conversation. “Leah was studying to be an interior decorator, and I told her my story and we hit it off. The next day she reached out and said she had stayed up all night thinking about becoming my partner, and wanted to meet for coffee. Our vision was the same and that’s how our new store was created. The original store was very rustic, and it wasn’t me. When Leah entered the picture, it was more about design and color, which was my taste, too. We had a grand reopening as Boxwood on Royal Street in April 2019.
When the store was closed during Covid, the business changed, but in a way they didn’t expect. “Everyone was home and wanted to work on home renovation projects. Annie Sloan chalk paint took off and saved us. People were calling nonstop and we were doing curbside pickup and making deliveries. Annie Sloan really contributed to our store’s survival, and I’m so grateful for that.”
When Leah relocated to Charlottesville, she stayed on with Boxwood for about a year, and eventually Joanna became the sole proprietor. “We’re still very close friends, and she reaches out with advice.”
This April marks Boxwood’s sixth anniversary, and Joanna says that without a doubt, one of the most rewarding things is her customers, the locals. “I had no idea the effect the locals would have on me. I kind of knew it when we were on Royal Street, and it hit home when we moved to King Street. Some didn’t know we had moved, and I missed them. A year later, everyone knows we’re here and it warms my heart when they come in…and our employees, too. Sometimes, there are hugs, and I love that.”
Joanna’s team is very close. “When I had to leave for six months to be with my mother, the staff ran the show. We’re a very close-knit group of women, we all support each other and have gone through so many things at different points of our lives. We’re family.”
She reflects, “During my mother’s last six months she had dementia and we would just sit on her front porch. It was hard to talk and grasp what she understood, but she would watch me on my laptop making orders, or taking a call. And every once in a while, her brain would come back and she would give me advice. Every piece was right on. She saw the challenges I faced, and also the rewards of owning a shop.” Joanna had learned it from her, it was a full circle moment.
It’s been almost a year for Boxwood in their new location at 1205 King Street and Joanna says, “We’re learning a new customer. We see so many more visitors from McLean, Bethesda, Rockville…having lunch and then shopping afterwards. And they’re not looking for a lamp or a vase, but a good soap, a lotion, a candle, tea towels. That’s why I love showcasing local artists, because we have so many unique finds.” She’s also seeing an uptick in upscale gifting. “They come in and ask for recommendations for wedding gifts, showers, birthdays…something nice for their mother or a friend.”
Christmas was a huge success for them, “the best Christmas ever and the good fortune continued straight into the New Year. Being on King Street has changed everything for the better.” Last summer was a little quiet, but Joanna says they’re more than prepared for this summer and will be updating their exterior and awning.
On the family front, their son is graduating from college soon and then they’ll visit Maine this summer. Joanna is often running back and forth and all all around, and admits being an entrepreneur means “you go nonstop. I’m starting to talk more to other business owners and learn their tricks. I used to just go home and sit in front of the TV and watch silly shows to clear my mind, but now I’ll bike ride or take Cody on a long walk.”
Speaking of Cody, her English Labrador — he’s a store ambassador like no other. You can find his body parked by the front door, keeping a close eye on the doggy treat bowl on the steps. He’s fine with sharing with other dogs, but if you give one to your dog, just make sure you give one to Cody, too!
Check out Joanna’s (and Cody’s) Street Style:
ABOUT JOANNA
Neighborhood: Beverley Hills
Hometown: I’m an Army brat, so lived everywhere, but have lived in Alexandria since the 80s, so my hometown is now Alexandria.
Favorite movies: Forrest Gump and The Sound of Music.
Guilty Pleasure: Really good chocolate cookies (Love MidnighTreats - the best!)
Latest binge-watch: 1923 Yellowstone (who isn’t in love with Spencer Dutton?)
Bucket list travel destination: A safari in Africa.
STYLE
Define your style in three words or less: Comfort, classic, black.
The go-to piece in your wardrobe: Jeans, t-shirts, anything cashmere.
Favorite trend: I’m loving the blazer.
Beauty product you can’t live without: Lipstick and mascara.
Boots, heels or sneakers? Boots
WELLNESS
Go-to way to de-stress: Walks with Cody (my beloved dog).
Most fun way to stay active: Biking on the path to Mt. Vernon or around the mall in D.C.
Wellness goal: Getting back into a route with morning power walks and gym.
Want to try: Dance classes again.
Proudest wellness achievement: Participated in the Avon Walk for Breast Cancer. I easily walked 10+ miles a day during the 4 to 5 months of training, and then walked a marathon and a half at the event.
HOME
Favorite room in your home: Kitchen
Antiques, modern, or a mix? Love a mixture.
Last item bought for your home: New pots and pans for the kitchen.
Favorite way to entertain: Dinner out with family and friends.
Clutter-free or well-lived in? I want “clutter-free”, but my house is well-lived in.
Next planned purchase: I’m hoping for a new sofa soon.
ALEXANDRIA
What do you love about Alexandria Stylebook? I’m truly inspired by all the contributors and can’t wait to read their stories. Lately, I’ve especially enjoyed keeping up with local events and discovering the amazing new businesses opening up. Alexandria Stylebook brings us all together—not just as a community, but as a family.
Favorite spot in Alexandria: Besides Boxwood (lol), King Street, especially down by the waterfront.
Your go-to shop: Penny Post
Best food spots: Oh, so many, but lately it’s been La Fromagerie, Also love also having Andy’s Pizza around the corner. During warm weather/summer: Barca Pier & Wine Bar and Hank’s Oyster Bar rooftop.
Favorite local organizations: Animal Welfare League of Alexandria, Carpenter’s Shelter and National Breast Center Foundation.
Alexandria event you most look forward to: The one and only— Alexandria Scottish Walk Parade, plus the Holiday Boat Parade of Lights.
