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Our Story

Our Story 

Creating The Pretty Pink Rooster® Boutique was a dream owner Alexandra. Daras shared with her father. Together, they had plans of building a business…a boutique designed for women who wanted to follow the latest jewelry trends without the hefty price tag.

Those dreams were cut short when Alexandra’s dad suddenly passed away. At just 25 years old, the plans with her father were put on hold. It took five years of pain, tears, and sadness before Alexandra launched The Pretty Pink Rooster® Boutique as an online-only retailer in 2014.  After the success of the online site, The Pretty Pink Rooster® opened its Bernardsville, NJ location on September 26, 2016. The dream she shared with her dad finally became a reality.

The Pretty Pink Rooster® is a female-owned, Bernardsville neighborhood boutique offering gifts, accessories and clothing featuring a hand-curated selection of looks from on-trend to classic and glam.  The mission of the store is to provide an approachable and elegant shopping atmosphere with an impressive inventory of items from designers including Vineyard Vines, Bed Head Pajamas, PJ Salvage, and Liverpool Jeans ranging from sizes 00-16.

When shopping at The Pretty Pink Rooster®, you will always feel like you’re with family. Alexandra’s mother, Mary Beth, came on board in September 2018 as the Director of Sales. Alexandra’s sister Monica joined the team a year later; handling the store’s operations, while also crushing her role as Director of Fun (if you know, you know). Alexandra’s sense of hospitality and creative fashion eye are part of what makes The Pretty Pink Rooster® unique.

Alexandra curates all of the looks in the store and spotlights them daily on social media, enabling you to tap to shop most looks online. The Pretty Pink Rooster’s® online community has grown immensely over the years, and tunes in daily for Alexandra’s stunning, yet convenient styling solutions. She also recently launched a line of Pretty Pink Rooster® original designs. Alexandra’s goal is to offer clothing, accessories and gifts for Whatever Your Day Brings™ - a motto she developed after realizing her clients come to her for help solving problems. 

In addition to being the neighborhood favorite one-stop shop, The Pretty Pink Rooster® continues to support meaningful causes that have local impact. The boutique hosts an annual holiday toy drive, collected PPE donations at the start of the pandemic for local hospitals, and donated accessories to breast cancer survivors in the area.

The Pretty Pink Rooster® Boutique is a tribute to Alexandra’s father and his fondness for the rooster! He encouraged her dream, instilling a belief that she could accomplish anything she desired. Bringing The Pretty Pink Rooster® Boutique to Bernardsville is a testament of the power of believing in your dreams.