We had the good fortune of connecting with Deja James and we’ve shared our conversation below.

Hi Deja, why did you decide to pursue a creative path?
I pursued a creative career because it has always been a fundamental part of who I am. Since I was a child, I have naturally gravitated toward art, poetry, fashion, and anything that allows for self-expression. I have never been the logical or scientific type; creativity has always felt more liberating to my soul. It was essential for me not to choose a career solely for financial gain; I wanted my passion to guide me and to transform what I love into my career.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
DejaLaLa is a boutique that offers clothing and accessories designed to help women feel confident, stylish, and unapologetically themselves. For me, it’s more than a brand; it’s a dream I’ve carried since I was a little girl. I was always obsessed with fashion, accessories, and the effortless elegance of Paris. I would spend hours daydreaming about creating my brand, imagining pieces that could empower and make women feel beautiful.

One of the core values of DejaLaLa is captured in our slogan: Seek No Approval. To me, that means embracing your authentic self without waiting for validation from anyone else. It’s about wearing what makes you feel powerful, confident, and gorgeous, even if it goes against trends or expectations. I want every woman who shops my brand to feel free to express herself boldly and unapologetically.

The journey to building my business hasn’t been easy. In 2021, I took one of the most significant risks of my life and decided to devote all my time and energy to DejaLaLa. That leap of faith completely changed everything and taught me a valuable lesson: challenges don’t define you; your ability to keep going does. Consistency and perseverance have been my foundation, along with surrounding myself with positive influences and protecting my energy. I’ve learned that you can’t build something meaningful alone; having a strong support system and a team that believes in your vision makes all the difference.

What sets DejaLaLa apart is that it isn’t built on trends; it’s built on individuality. My goal is to create pieces that empower women to express their style, confidence, and unique story. Seek No Approval isn’t just a slogan; it’s the heart of everything I create.

What I want the world to know about DejaLaLa is that it was built on passion and persistence, to inspire women everywhere to feel confident in their skin. Every piece I create is meant to make someone feel seen, beautiful, and empowered—and that’s what keeps me going every single day.

Looking to the future, my vision is to grow DejaLaLa into a household name while staying true to its roots: celebrating individuality, empowering women, and making fashion feel personal and liberating. No matter how big the brand becomes, I want every piece to convey the same message: confidence is built from within, and you never need anyone’s approval to be exactly who you are.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Day 1 – Wynwood Day & Night Morning: Start with brunch at Love Life Café (plant-based, artsy vibes).
Afternoon: Explore Wynwood Walls & hidden galleries. Stop for craft coffee at Panther Coffee.
Evening: Dinner at KYU (Asian-inspired wood-fired).
Night: Drinks at Gramps or Racket—good music, artsy crowd.
Day 2 – Hidden Beaches & Fresh Seafood
Morning: Go to Crandon Park Beach or Matheson Hammock (quiet, scenic).
Lunch: Fresh catch at Garcia’s Seafood Grille (dockside).
Evening: Sunset cocktails at Rusty Pelican with skyline views.
Day 3 – Little Havana Vibes
Morning: Cuban breakfast at El Cristo or Old Havana.
Afternoon: Walk Calle Ocho, visit Ball & Chain (live music).
Evening: Dinner at Doce Provisions (modern Latin cuisine, cozy atmosphere).
Day 4 – Boat & Waterfront Day
Morning: Rent a small boat or join a boat tour around Biscayne Bay.
Lunch: Dock and eat at Shuckers Waterfront Grill (casual, good seafood).
Evening: Chill out with drinks at The Anderson (a retro bar, not touristy).
Day 5 – Arts & Culture
Morning: Visit the Perez Art Museum or the Rubell Museum (both offer underrated contemporary art).
Lunch: Mandolin Aegean Bistro (Mediterranean garden vibes).
Evening: Dinner & jazz at Le Chat Noir (speakeasy).
Day 6 – Local Neighborhood Gems
Morning: Breakfast at Blue Collar (comfort food).
Afternoon: Explore Coconut Grove’s small boutiques & cafés.
Evening: Dinner at Ariete or Glass & Vine under the trees.
Day 7 – Chill & Shop
Morning: Slow brunch at Greenstreet Café.
Afternoon: Explore the Design District for art installations & unique shops.
Evening: Farewell dinner at Joe’s Stone Crab (Miami classic, but go off-peak to avoid tourist crowds).

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to give my shoutout to my entire support system: my family, friends, and every single person who has poured encouragement, love, and belief into me and my business over the years. None of this would be possible without the people who reminded me to keep going when things felt heavy and celebrated with me through every win, big or small. I also want to recognize my fellow small business owners and those who are in the early stages of building their dreams. It takes courage, late nights, and a lot of heart to bring a vision to life, and I see you. This shoutout is for everyone who has supported me and for everyone out there putting their all into making their dreams real. You inspire me just as much as I hope to inspire you.

Website: https://www.shopdejalala.co

Instagram: https://www.instagram.com/shopdejalala/

Youtube: https://www.youtube.com/@DejaLaLaBoutique

Other: TikTok: https://www.tiktok.com/@shopdejalala Lemon8: https://www.lemon8-app.com/@itsdejalala

Image Credits
Oscar Corbella

Nominate Someone: ShoutoutMiami is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.