Keeping the Rooster clucking.
A Bernardsville, NJ, boutique avoids the axe by moving fully online.
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Creating a clothing, accessories and gifts boutique for women was a dream that Alexandra Daras shared with her father. Those plans were cut short when her dad suddenly passed away.
Five years later, Alexandra launched The Pretty Pink Rooster as an online-only retailer and later a brick-and-mortar location in Bernardsville, NJ, in 2016, making the dream she shared with her dad a reality.
The Pretty Pink Rooster gained a steady flow of customers until this year, when the coronavirus pandemic closed all non-essential retail stores in New Jersey, putting the business at risk.
Fortunately, Alexandra was able to pivot back to being a fully online store. “The importance of technology for me in the new reality is non-negotiable,” she said. “Without that connectivity, my business would not be functioning.”
She’s taking advantage of the ways they can interact with customers virtually, posting PrettyPinkRoosterTV videos every afternoonon Instagram and Facebook and doing live feeds throughout the day.
“Our customers are engaging a lot more with the live videos and the social interaction,” said Alexandra. “We’re offering free shipping, free deliveries and still connecting via the personal Facetime shopping that we’ve been doing the past two years.”
None of it would be possible without Verizon. “Having my social media, Fios and internet -- without those I would not be where I am right now.”
Previous stories involving the Pretty Pink Rooster:
Sravya found a rooster
The Pretty Pink Rooster gears up for Small Business Saturday