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Vol. LXV, No. 27
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Wednesday, July 6, 2011
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Vol. LXV, No. 27
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Wednesday, July 6, 2011
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 PASSION FOR FASHION: “What customers are getting here is my fashion expertise. I know what looks good on people, and I help them with advice. In a way, I’m a personal shopper, giving customers my very personal attention in the store.” Rosana Clawson, owner of Rosana boutique, is shown near a display of the shop’s latest fashions. |
“We love it here.”
“There is always new stuff.”
“Everyone is so nice.”
“I’ve come in every day this week!”
These are the comments of four very enthusiastic shoppers at Rosana, the women’s boutique at 39 Palmer Square West. The four students, aged 14, from Stuart Country Day School of the Sacred Heart, are indeed regulars at this very popular shop on the square.
Opened in 2009, Rosana offers celebrity fashion styles for girls and young women at a range of price points. The lines give customers a chance to dress and accessorize in the “next” trend already popular among young celebrities.
Cool and Stylish
“When I came back to Princeton from Los Angeles, I felt we needed a cool, stylish dress store with a reasonable price range, and I was inspired to open the shop,” reports owner Rosana Clawson.
Formerly a costume designer/wardrobe stylist in Los Angeles, Rosana, a Lawrenceville native, has been a “fashionista” from the time she was a young girl. “I had always loved shopping in Bloomingdale’s and on Madison Avenue in Manhattan, and my mom loved fashion,” she explains. “When my parents moved to California, I followed, and got a job with a production company that produced commercials and music videos.”
Starting as an assistant in the wardrobe department, Rosana moved on to become a stylist in her own right in less than a year, and soon found herself selecting wardrobe for various actors and musicians appearing in commercials, music videos, and attending special events. Clients included Eminem, Black Eyed Peas, and Eve, among others.
It was exciting, she says, but also hard work. “It was long days and nights. You could be in the desert for a shoot or on top of a high building. Once I had met with the director, who explained his or her vision, I selected clothes from stores or costume houses. If it was a period piece, I would often design from scratch.”
This experience certainly honed her fashion expertise, and upon moving to Princeton, she was confident enough to open her first retail venture, giving it her own name.
“First, I ordered lots of clothing, and had parties at my house for 200 people, and they bought everything,” says Rosanna. “When the store opened, I was optimistic, but I never expected to get such a huge response so soon. I think we are set apart by the eye I have for fashion and the fact that what we have is different from anyone else. I am constantly searching for new and unique lines.”
Exclusive Lines
“What we have is a little hip and a little preppy. It’s a combination. We appeal to high school and college age girls and young women in their 20s, 30s, and older. Sizes are extra small to large. Girls 14 and up really love it here. And I think it is very important to have someone with fashion experience to help them. Their moms love that, too.”
Because of her experience, Rosana is able to include lines unavailable in shopping malls and even in other small boutiques. “The lines we carry are all exclusive to us, and I get them from all over the U.S. and abroad.”
The store is filled with fun fashion and a real mix of styles, colors, and combinations. “The look is similar to what you will see the girls wearing on the TV shows ‘Gossip Girls’ and ‘90210’,” explains Rosana. And it is certainly very “now”. Just like the kids today!
Options for spring and summer cover the fashion spectrum. Coral is a hot color choice, reports Rosana. “And the long 1960s hippie-style dresses are favorites. Short skirts are very popular, too, and we have shorts galore for summer. Casual and informal is the look for summer.”
There are summer dresses versatile enough to wear to a picnic or a party. One-piece yellow “rompers” in cotton and spandex are a big hit with the girls, as is the blue/lime capri cotton tunic, among so many other great choices.
Bright colors as well as more neutral tones, both in clothes and accessories, fill the aisles and shelves. Displays are nicely arranged to accommodate browsers and buyers, and a styling area is set aside for those looking for fashion advice from Rosana.
Fashion Statement
Accessories, accessories, accessories! Jewelry, scarves, handbags, sunglasses, and shoes are all waiting to help you complete the fashion statement.
“Our jewelry is from unique artists from all over,” notes Rosana. As always, earrings are big sellers, and there is a myriad of brightly colored bracelets, equally popular.
In addition, Rosana designs jewelry herself and also has a fashion line, now available in her own store, and soon to be in others as well. She wants to be sure customers come in to see her “Little Black Dress” — the essential for everyone’s wardrobe!
Prices at the boutique range from $28 to $200, with the majority $100 and under. Gift certificates and Rosana’s signature gift packaging are available.
Rosana couldn’t be happier with the response to her store. Word-of-mouth among the customers continues to add to the already large customer base, with new shoppers coming in all the time. “We have become a real hang-out place for the girls,” she reports. “They love to come in and spend time with each other and look at the clothes. We always emphasize personal attention and service. And they have become our friends. I really enjoy working with the kids and the moms, too. Our shop is all about fun and fashion.”
Rosana is open Monday through Wednesday 10 a.m. to 7:30 p.m., Thursday through Saturday 10 to 9, Sunday noon to 6. (609) 924-0006. Website: shoprosanna.com.