Tracy Reese Knows How To Keep A Store Open During A Recession

When you consider the storms businesses large and small have weathered lo these past few years, it’s cause for celebration to see one thrive. Case in point: Tracy Reese‘s fifth anniversary party for her store in New York City was not only a celebration of the designer’s beautiful dresses, but also her business savvy.

Reese’s clothing is modern and relatable — and so is her approach to retail. Her dresses are carried in stores all over the world — a few have even found their way into First Lady Michelle Obama‘s wardrobe — but at her store on Hudson Street in the West Village, her sales team operates on a principle some stores seem to have lost sight of: Be nice to the customers.

“You know, you walk into a department store, and sometimes you can’t find anyone to help you out. We wanted to make sure that people love coming here and always want to come back.” Reese told us. “It’s feminine and it’s colorful and welcoming. You’re never going to walk in our store and get a feeling like, ‘Oh, who are you?’ or ‘Oh no, we don’t have your size.’ That’s so not what we’re about. And I think people feel that vibe when they come in.”

Reese dresses everyone, famous and non-famous alike, with the same verve and attention to detail, and it showed in the crowd of people who showed up for the party. Designer Anna Sui, stylist June Ambrose, writer Kate Betts and Gossip Girl‘s Tika Sumpter all got a little face time with Reese.

In fact, the only customer who might a slightly larger share of Reese’s attention is the First Lady. Because, you know, she’s the First Lady.

“It’s been awesome having her wearing our clothing,” Reese said. “And it’s so cool to see her wearing it. My dad, my family, everybody — the whole office. The people who are sewing the clothes are proud, too.”

Here’s to another five years — and another five stores!

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