“Store Spotlight” is a mini project we work on here in Roni Rabl where we showcase our stores and their owners, with the goal in mind to learn and share about how to make a fashion store successful. Here’s the short story of Erica DeMarco from W.O.W. Q. What’s your favorite ice cream flavor? A. my favorite flavor is plain vanilla with my own fresh ( in season ) berries and mint leafs chopped up! Q. What’s your birth date? A. July 31st Q. What made you become a store owner? A. I have always been a full figured young woman who loves clothes and jewelry. Wanted to bring comfortable yet stylish options to Boston women. Show them that it doesn’t have to be a chore to get dressed well. I was a Jeweler and wanted to have a studio/gallery where I could show my work as well as the work of other hand makers.We realized that people wanted more from us so we found a few clothing lines we liked and asked if they would send us goods to get started with. It was a big success right away. started in 400sq ft, moved to 2,400 sq ft and now in 5,000 sq ft of selling space.My mom/ biz partner for 18 years was a size 8 who hated regular stores and had a strong background in textiles. We chose to do this together and create a place where women of all sizes, ages, styles and walks of life could find pieces that flattered them and made them feel good about themselves. Too many of us walk around with negative body image and/or lack of confidence. When you look good, you feel good, When you feel good, you have a positive impact on the world around you.“ Clothes will not change the world but, the Women who wear them will!!” right :)(20 years later and having lost Mom to cancer I continue this mission for her and all women.) Q. What is the most important tip you can give someone who is about to open a store? A. The general public is tough!!!! As hard as you try, you Can Not, Will Not, please everyone and if you do…you will not survive!Be honest with your customers! they will appreciate it if honesty is delivered with compassion!Smile and be Brave.