"A little piece of Fashion Avenue has popped up on Dryden Road. Tucked behind an unassuming portico just north of College Avenue is Daria on Dryden, a new upscale women's boutique hoping to attract the fashionable and moneyed residents of Collegetown.

The shop's namesake and owner is Daria Cho, an upstate native (she grew up in Watertown, NY) recently transplanted in Ithaca from the Big Apple. "I've always wanted to have my own boutique and I've been working toward that for many years," Cho said.

Her credentials include working in merchandising and product development for Gap, Macy's and designer-to-the-stars Zac Posen. "It felt like there was just a synergy [in Ithaca]. Being able to do this everyday, to be able to fulfill your dreams...I'm excited to go to work everyday," she added.

Streetwise and sophisticated, some of the clothes at Daria could break the bank-but it would be worth every penny. Brands like Alice + Olivia, Betsey Johnson, Ella Moss and others have been conspicuously absent in the Finger Lakes fashion scene, Cho explained. "I've brought a lot of brands that are new to Ithaca and upstate New York. I'm hoping to bring a lot of New York and West Coast chic to the area," she said.

From grandmas to grad students and down the line, customers have been charmed by the boutique's ethereal presence. "People come in and say, 'I love the store, I love the environment," Cho admitted.

Long racks line the walls, each hung with pretty frocks, trendy sweaters and other staples of the fashion-conscious. In the center of the store sits a jean stand, hawking well-known lines such as J Brand.

The boutique's August opening was commemorated with a ribbon-cutting ceremony with the Chamber of Commerce, providing lots of press for the fledgling business. "The community has been amazing. I've gotten so much support," Cho said. Getting down to business - literally - Cho explained that it's still too early to say how the shop is doing financially, but foot traffic has been pretty steady.

If customers can find the store - a proper sign is still being designed, Cho said - they'll find clothes and accoutrements that make up in class and prettiness for what they lack in funkiness.

The store's pieces are for women "looking to dress up or wanting to wear something nice; looking for [their new] favorite jeans, Cho explained. When picking out the items for her shop, "I try to think of a personal customer I've gotten to know, whether she's young or old. I get a broad [swath] of customers and I try to buy for all of them, not just the university girl," she said.

In the end, it wasn't just business that led her up the hill to Collegetown. "I love the 'go local' slogan; the people are so friendly. I fell in love with the community," she said."

 

“Daria's on Dryden is the latest store to open up and attempt to infuse Collegetown with a little urban style. The shop that, from the outside, looks like it was converted from a garage, could be straight out of Los Angeles or New York City. It has a small selection of expertly chosen pieces you really can't find anywhere else in the greater Ithaca area. A range of prices is represented, some of the cheaper items include a stripped cotton dress for around $35 and goldenrod-yellow mini-dress for around $65. There also are some more expensive pieces that, though beautiful, seem a little pricey for most Ithaca residents, such as a floor-length paisley print dress for around $300. There also is a table full of T-shirts with cheeky prints that will fit most budgets, even the penniless college student.”

 

“Ithaca's premier lifestyles boutique,Daria on Dryden, is celebrating its Grand Opening on Monday, August 20th, 3:00 PM.  Daria on Dryden is located at 210 B Dryden Road, in Collegetown and features the best designer names in contemporary fashion.  In addition to offering unparalleled service, the boutique also has the most coveted clothing, handbags, beauty products, accessories, and shoes, encompassing the idea of one stop shopping. 

 

The boutique offers both world renown and up and coming designers such as Rebecca Taylor, BCBG Maxazaria, J Brand, Betsey Johnson, Ella Moss, and Tocca, all brand new to the Ithaca community.  Furthermore, many of the brands in the store have been highlighted in top fashion magazines such as Lucky, Vogue, and InStyle and worn by celebrities and fashionistas alike. Located near the corner of Dryden Road and Linden Avenue in Collegetown, Daria on Dryden brings a fresh and elegant take on modern décor.  While the track lighting and the chandelier imparts a romantic atmosphere, the simple layout allows the customer to shop with ease.

 

The founder and owner, Daria Cho, brings with her years of industry expertise and her impeccable fashion sense. Before coming to Ithaca, Daria worked in Manhattan's fashion industry for several years in buying, merchandising and product development for companies such as Macys, Gap and Zac Posen."