Reboots breathe vibrant new life into treasured relics, and sometimes the results are simply magical. Longtime Valley business owner and philanthropist Shauna Kupetz McRae is throwing open the doors of a new concept and inviting curious shoppers to explore Jonathan and Max, a new modern-day lifestyle boutique now open in Uptown Phoenix.
Located just north of Camelback Road (5202 N. Seventh St., Phoenix, AZ 85014), Jonathan and Max offers an eclectic, stylish blend of all McRae’s favorite things: décor, art, accessories and thoughtful gifts for men, women and children. The 500-square-foot shop, open from 11 a.m. to 5 p.m. Monday through Saturday, is the product of McRae’s collective market expertise, retail knowledge and creative expression.
Entering the boutique is akin to stepping inside McRae’s own mind; you’ll discover a delightfully hand-curated collection of tasteful gifts (items she would choose for her own loved ones) along with a smattering of everyday items, like McRae’s own favorite lip balm, her go-to local coffee and beverage decanters that serve as a reminder to slow down and savor moments with loved ones.
“The store is a reflection of my life; it’s things that I would have, gifts I would purchase for my friends and family,” McRae said, laughing as she notes it’s a bit of an eclectic selection. “There’s no psychology behind my buy-ology, it’s just an assortment of beautiful and useful things that catch my eye, that I think others might appreciate, too.”
Longtime Valley residents may recognize McRae as the visionary behind JAM, a popular artisan boutique that quickly became a sweetheart in the Scottsdale retail scene after opening in 2010. The shop earned consistent business spotlight recognition and awards, and propelled McRae into a role as business coach and strategist via JAMMIN Lifestyle.
Now, more than a decade later, McRae is bringing her artistic spirit and retail prowess back to the Valley, but with a spin that suits her current lifestyle — including parenting a 15-month-old delight alongside her husband, well-known Valley architect Benjamin McRae.
Jonathan and Max shares space with Benjamin Studio, Ben McRae’s architecture firm. The side-by-side arrangement allows the darling duo to pursue their personal passions — and the joys of parenting — together every day. It’s a space where family, style and architecture come together, collectively blending creativity, design and shopping under one roof.
“Our goal is to be together,” McRae said. “We both love creating, we love being immersed in the community and we’re grateful to have this opportunity to embrace trailblazing our own trails while remaining present for our family. We love leaving people wondering if we’re working or playing because to us, we’re doing both.”
Family is truly at the heart of this new endeavor; even the name pays homage to those beloved ties. McRae’s two brothers, Jonathan and Max, have always played an important role in her life. Their initials were the basis of JAM and now they’re even more overtly recognized with the name of the new shop and new vision that accompanies it.
“Family businesses come in all shapes and sizes, and we hope that our family businesses inspire other families to create an effective way to be together that works for them,” McRae said.
With the store now open, McRae is already imagining how she’ll continue to evolve this family business into something more. Dating back to her childhood in the south, McRae has always been drawn to those involved in the creative process, and to making the surrounding community more beautiful. Ultimately, she envisions hosting local artist “shop-ups” at the boutique, where shoppers can peruse local handmade and refurbished items ranging from furniture to painting and jewelry.
In the meantime, McRae is already doing her part to infuse some new beauty into the shop’s neighborhood. An enormous inspirational mural on the back side of the building is sure to become a hotspot for selfies that celebrate community art.
