Keena Williams

Keena Williams, owner of So Excessive Boutique in Newark, NJ has an against-the-grain philosophy: accessorize first and let your outfits compliment your shoes and jewels. Funky, bold and brazen, the Newark native garnered the nickname “excessive” for her uniquely exaggerated use of bangles and layered necklaces. The name stuck, eventually becoming her philosophy and brand. An awkward adolescent, Williams! transition from ugly duckling to jewelry-draped swan began when she swapped her glasses for contact lenses and developed a budding love of accessories and shoes. Over fifteen years later, Williams has graduated from selling jewelry in her high school lunchroom, to owning an upscale boutique in her steadily transforming hometown. Now her shop at 1212 Raymond Boulevard with its gold damask-patterned walls, cascading chandelier, and bold black floors could hold its own on a quaint SoHo street across the Hudson River. And, if it weren!t for the affordable prices, the jewelry sold there would do the same. Inspired by the unique earrings of the women on “Basketball Wives,” her highest selling item is her So Excessive Hoops. " The Shamballa bracelets are a close second, with the bling and stackability that brought Williams her nickname. Whatever your personal style—the naturalist, the athlete, the show off, the businesswoman or the accessory virgin-Williams has something for you. She not only sells jewelry, but also offers personalized service to glam-seekers wanting expert advice on how to accessorize.