About Us

Last summer, a young woman bought a dark green velvet dress at our store. Three days later, she returned it with a note that read just one line:

“The dress is beautiful—it’s just that my figure doesn’t do it justice.”

I hung the dress in the most prominent spot in my office, and whenever I was selecting merchandise and thought, “This one’s good enough,” I’d look up at it.

A year later, another customer walked into the store, saw the dress on the mannequin, and her eyes lit up. She asked, “Can I try it on?” She stayed in the fitting room for a long time. I was a little nervous, afraid she’d come out disappointed too. Finally, the door opened. She stood in front of the mirror, turned around, and the hem of the dress swirled gently. Then she smiled and said something I’ll never forget for the rest of my life:

“It turns out I’ve been dieting all this time just for this dress. This dress—it’s been waiting for me.”

In that moment, I finally understood the true meaning of that note. It wasn’t that the dress was too picky; it was that too many women had been trapped for far too many years by thoughts like “I’ll wear it when I’m thinner” or “I’ll wear it when the occasion is right.”

Later, I restocked that dress, adding a very honest line to its product description:

“This dress isn’t picky about body type. It’s just waiting to see if you’re willing to wear it out today.”

In our store, not a single item comes in a size called “I’ll wear this when I’m ready.”