Behind the Scenes at Spoiled Rotten: A Chat with Owner Jonna McDowell

Tucked into the charming Town Square in Highlands, North Carolina, Spoiled Rotten Boutique has been a staple in the community since 1988. For over three decades, this boutique has been more than just a place to shop—it’s become a destination for style, connection, and confidence. We recently sat down with owner Jonna McDowell, who’s been at the helm since day one, to get a closer look at what continues to make Spoiled Rotten such a beloved part of the Highlands experience.

Jonna’s passion is clear the moment you step inside the boutique. “What makes the difference,” she says, “is that we really care about people. We want them to look and feel their absolute best.”

That care shines through in every detail—from the hand-picked collections to the warm, personalized service each customer receives. “We’re more than a boutique—we’re personal shoppers,” Jonna explains. “We take the time to listen to what people like, understand their personal style, and help them put together outfits that they love and that flatter them.”

It’s this personal touch that keeps generations of customers coming back year after year. Whether it’s a local looking for a wardrobe refresh, a seasonal visitor preparing for a special event, or a long-distance customer connecting via FaceTime, the Spoiled Rotten team goes above and beyond to make every guest feel like family.

Jonna especially loves hearing how the pieces chosen at Spoiled Rotten continue to bring confidence long after they leave the store. “I wore this last year—or maybe even the year before—and I still get compliments on it,” a customer once told her. “That’s when we know we’ve done our job right. We’re not just dressing people for a moment—we’re helping them build a wardrobe that lasts and brings them joy every time they wear it.”

For those who can’t make it to Highlands, don’t worry—the Spoiled Rotten experience travels well. The team is always happy to connect via FaceTime to offer one-on-one styling guidance, hand-select pieces, and help you shop from the comfort of your own home. It’s all about making sure every woman—no matter where she lives—can feel the confidence that comes from wearing something that truly fits her style and spirit.

As the boutique continues to grow and evolve, one thing remains the same: the deep gratitude Jonna and her team feel for the customers who’ve supported them through the years. “We’re so thankful to everyone who’s been part of our journey,” Jonna says. “Our goal is to give the best customer experience possible—because we truly want our customers to feel spoiled rotten, in the very best way.”

So whether you’re a longtime friend of the boutique or discovering us for the first time, we invite you to come see what makes Spoiled Rotten so special. Stop by in person or give us a call at 828-526-3608 to schedule a personalized styling session with one of our amazing team members. We’re here to help you look and feel your best—and to make shopping feel like a treat, not a chore.

Spoiled Rotten Boutique—where style meets heart, and every woman gets the star treatment she deserves.