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Sussex boutique promises custom fashions for real women

| 28 Sep 2011 | 02:50

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    SUSSEX-The sophistication of New York in rural Sussex County - that's what Angele Darata says she is trying to provide her customers at Fashion Fix Boutique and fashionfix.net. Located on Route 23 in a building that was once a Methodist church, the boutique carries specialty and designer fashions made, Darata says, for for "actual women with real bodies and playful spirits." Labels include FLAX, Avalin, Sarah Arizona, Picadilly Fashions, BKG & Co., Bali Batiks, and GW Jeans, lines that are exclusive to specialty stores and are not mass-produced. Fashion art tops are being featured now, and there is a section devoted to Red Hat fashions and accessories. Fashions range from sizes 6 to 18, XS to XL and some plus sizes. Although the boutique carries fashions for women of all ages, its main focus is baby boomers. In addition to the merchandise offered online, Fahsion Fix also stocks vintage jewelry and accessories, new sterling silver jewelry, notecards, novelties, and some fashions that are not offered online. Darata has followed in her mother's footsteps, who was a fashion retailer for 55 years. Darata has operated boutiques in Bergen County and the Boston area and has more than 40 years of experience in the field. She will give clients fashion advice only if asked, she says. When she was searching for a space large enough to provide both a home and a business, the church building became available. "The property is charming, and there is nothing like this store around for miles," Darata said. "The customers like my services. It's been all positive since I began the business last October." Another service offered by Fashion Fix is "Dress for Success," a fashion consulting service for professional women. Darata works with women who she says consider their image and appearance important but whose demanding schedules leave little time to shop. This service includes image analysis and fashion and figure workup. The analysis consists of a comprehensive look at the image a person wishes to project, where she is today, and a fashion strategy to achieve her goals. The workup leaves clients with an understanding of what styles best enhance their total look and how to offset their figure flaws with clothing and accessories. Darata is also available for "closet consultations," in which she assesses the needs of the individual by doing a "closet overhaul" to build an effective working wardrobe. She will do personal shopping and also offers group presentations on a variety of fashion topics of interest to women's organizations. The store is open for private showings, and she plans to add house parties in the near future. Customers have recorded their high praises on the fashionfix.net website with such comments as "top notch," "easy to shop," and "will be back again and again." On the first visit, the customer is given a 30 percent discount on any one item purchased. Special promotions are sent to mailing and online subscriber lists, with two major clearance sales per year. D "Our ultimate goal is to inspire women to be as creative as possible, and to have fun with fashion through the art of dressing up," Darata said. The boutique is open from 10 a.m.-6 p.m. on Fridays and Saturdays and is located at 1222 Route 23 South, Sussex. For information, call 973-702-2464 or visit www.fashionfix.net.

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