The key to style is oftentimes based on your own thoughts and curiosity. An individual that understands this is known as a “fashionista”. One woman that lives and knows what a fashionista is all about is Ms. Veronica Horne, owner of D’Amari Boutique.

     After being laid-off her job in 2009, she decided to share her style creativity by opening her own fashion boutique. Several years later, D’Amari Boutique has built a strong clientele of other stylish divas who desire the exclusive and chic pieces. As D’Amari’s online store offers very trendy and diverse items, every individual that purchases from there feels empowered knowing that they’ll be a show stopper wherever they go.

     STACKS Magazine recently sat down with Veronica to find out the in’s and out’s of the merchandising business, what fosters her fashion creativity, her style icons, and more. Check out our exclusive interview below:

When it comes to fashion I know you have your own merchandising company, D’Amari Boutique, so being a fashionista, tell us what fashion means to you.
Veronica: Fashion to me is a self-expression. When you can take the trend and personalize it…put your own personal signature on it.

When it comes to your own personal style, what fosters it? What inspires your creativity?
Veronica: I have more of a timeless, elegant and edgy look such as Dianna Carroll from Dynasty. I like Josephine Baker, Grace Jones, Elizabeth Taylor…those are some of the people who inspire my fashion.
 

If you could define your own personal style, how would you define it?
Veronica: I would say I’m eccentric, elegant, classy…I have some ‘edginess’ to it.

As far as your fashion must-haves in your wardrobe, what are three things that you absolutely live without or can’t go out the door without having on?
Veronica: Stilettos! I must have on jewelry that makes a statement and a nice, nice outfit.

So let’s get into your business, D’Amari Boutique. What inspired you to start the business? How did you get into selling clothes and being a merchandiser?
Veronica: Well I’ve been in retail for a little over ten years and as I was working in the retail industry I took to the buyer and the visual merchandising side of it. So in 2009, I was laid off my job and I took that opportunity to start my own business.

As far as branding and marketing D’Amari Boutique, what kind of things have you done thus far?
Veronica: I use the social networks such as Facebook and Twitter. Also self-marketing by wearing my own merchandise such as what I have on. Word of mouth and I’m using certain individuals in the social lite to market my items as well. So they’ll wear my items and let people know that they can get them at D’Amari.

What makes you different from other boutiques that exist right now?
Veronica: I would say that I’m actually the owner and the buyer so I kind of tend to go with the vendors who do not service the surrounding areas. For instance, one of my vendors only has two boutiques that they service in the United States and that’s myself and one in New York.

So you separate yourself because you have like exclusives and not something people could just go out and easily get for themselves.
Veronica: Yes

Getting a little more into the buyer side of the business, can you briefly take us through the process of how you stock your boutique? You mentioned a vendor earlier; do you use just that vendor or others as well?
Veronica: I actually use several vendors. I go to the apparel shows, build a repoire with the vendors and either shop with them at the show or online.

So as far as purchasing, how often do you have to purchase new products and how does that work from the buyer standpoint?
Veronica: As far as my inventory, what I normally do when I purchase is I go to the shows in the Fall for the Spring Wear, in the Spring for the Fall Wear. I try not to keep a large overhead. So as I see it liquidating, I start to purchase new items. One thing I do not do is re-order items because you want to keep that limited for your customers. Because my customers do not like to look like others so I try to keep that limited.

As far as D’Amari Boutique, what are some of the type of things that you sell what are the price ranges?
Veronica: My price ranges are anywhere from $40 to $200. It’s considered to be a mid-end boutique. I sell women’s clothing, accessories and handbags. I love to sell jeans as well as Kimonos. Dresses are pretty much the general thing that sell…dresses!

So how has business been thus far since you started because I know prior to having the website you used to sell out of the trunk of your car.
Veronica: So far it’s been good! I have a strong clientele and the website actually helped me on a national basis because I have a lot of clients now that’s not living in the metro Atlanta area. But it’s very strong! I have a strong clientele!

Let’s talk about current fashion trends. What are some out now that interest you the most? Are there any that you don’t like and can do without?
Veronica: The ones I do not like I would say are the banded dresses. I mean I like to see them on other people but I think it’s overkill. But as far as what I do like. I like the wide legs. I love the kimonos and the turbans.
 

Who are some of your favorite designers and style icons?
Veronica: I am so in love with June Ambrose and Rachel Zoe. I definitely love Alexander McQueen as a designer and Gucci and Dolce Gabana.

Other than D’Amari Boutique, do you have any other favorite clothing stores or websites you like to shop?
Veronica: I love Top Shop…topshop.com. I love Forever 21 and H&M. Those are some of the stores I love to purchase from.

For the fall/winter season, what are some of the fashion item must-haves you see that people should have?
Veronica: The kimono jackets are definitely in, the wide leg pants actually known as the “editor” pants. The hues are purple and blue. Sequins…that’s still in and animal print is a must-have.

So as for D’Amari Boutique, what are your future plans? What are some of the goals you have set?
Veronica: Well right now we’re just an online store. My plan is to get a store front, making the flagship here in Atlanta and eventually having chain stores throughout the United States.

How can our readers find you?
Veronica: You can find us on Facebook at facebook.com/d’amariboutique. The online store is at www.mycommerce.damariboutique.com or www.d-amariboutique.com. You can follow me on Twitter at twitter.com/damariboutique.

10 Responses

  1. China

    This interview was very informative and I will definitely check out D’Amari Boutique. The prices are affordable and the clothes look like they possess quality. I love those feather earrings and the kimono jacket is a must. Thanks for featuring this interview because it helped me with the fall trends.

  2. Shayla

    I am a current shopper at D’amari Boutique and I must say the all of the items are of quality and very exclusive and I am big on my accessories and they are of great quality, durable and unique. The boutique offers a wide variety of current womens trends at reasonable prices that are of great substance, urban flavor, and classy & sheek. I would recommend D’amari Boutique to Anyone! Further more the boutique owner Veronica makes the experience even better because she is very vibrant and up close and personable with me as a client not only a shopper and this makes my experiences a 10+.

  3. Tameka President

    I am currently a client of D’amari Boutique. I love the quality and uniqueness of the clothing. When Iam wearing D’amari items I feel as if I am in a clss of my own. The variety of designs and the reasonable pricing speaks volumes of the success of this boutique. Veronica brings great passion and experience when styling all of her clients. Her professionalism and patience is one of the many reasons I love being a client of D’amari Boutique. Great Skilss chica!!

    Tameka Houston President, CEO
    Presidntial Suite Event Planning

  4. Helena

    I just love all of the items that D’Amari has to offer.The items are very affordable,durable,sheek and classy.This interview was informative and it featured alot of items I am interested in.Thank you so much for making this video available.

  5. Devon Worthy

    D’amari Boutique is an experience to show your self style. The items you find here you will never find any mall you shop at. If you are looking for that hot look and for women to take a double take at your out this is the Boutique for you! Veronica will whip you into shape in minutes! She will help broaden and develop your plat. She will introduce you to a new side of yourself that screams Sexy, Bold, and Confident.

  6. jamillah

    I personally love the flavor that D’amari brings to its fashions. Its sexy and elegant all at the same time. the pricing is affordable. what especially like is the owner’s passion for what she does. she not only wants to sale u clothes to gain a profit, she wants you to look good and feel good when u walk away with one of her pieces. She has impeccible customer service and is a highly professional business owner. I will definitely do business with her again.

  7. adrianne bell

    D’amari Boutique is the ultimate place to shop for fahionistas who want to be ahead of the crowd. The unique pieces that D’amari Boutique have will sure to make u a topic of interest any where u go. I highly recommend shopping here because I have finally found a place to shop that knows exactly what i am looking for to enhance my passion for fashion!

  8. carmen j

    I love the style, quality and uniqeness that D’amari Boutique offers. Great personal style suggestions. If Veronica tells you how to put your outfit together, you can BEST believe it’s gonna be a show stopper.

  9. Just to say Hello

    The days of the professional style specialist are on the rise and thanks to D’Amari that trend will continue. She has a unique ability to spot trends before the mainstream. Keep it up… We can’t wait to see your name in lights.

  10. Celeste

    I really enjoyed the interview by Ms. Veronica Horne, Owner of D’amarie Boutique. She is a fashionista if I must say so myself and I love her style of clothing and accessories. I have several pieces of her accessories and I receive many compliments on them. Good luck to you Ms. Horne in making your dream a reality.