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 tragically passed away. At just 25 years old, the plans with her father were put on hold.


     It took four years of pain, tears, and sadness before Alexandra launched The Pretty Pink Rooster® as an online-only retailer in 2014.  After the success of the online site, in 2016 Alexandra quit her teaching career to launch The Pretty Pink Rooster® full time as a brick and mortar location in Bernardsville, NJ- and continued to grow her online presence.  The dream she shared with her dad finally became a reality. 


     The Pretty Pink Rooster® is a female-owned, Bernardsville neighborhood boutique offering jewelry, gifts, accessories and clothing all at an affordable price point. 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 for Whatever Your Day Brings®.



     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 2018 as the Director of Sales and Creative Design. Alexandra’s sister, Monica joined the team in 2019; handling the store’s operations, while also crushing her role as Director of Fun (if you know, you know). Her sister, Olivia jumped on board in 2021 serving as the Director of Social Media, while her sister Krista steps in every now and then and helps with buying. 


     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 her social media platforms, enabling you to tap to shop the looks online. The Pretty Pink Rooster’s® online community has grown immensely over the years, and people nationwide, tune in daily for Alexandra’s fun, chic, and affordable styling solutions during Pretty Pink Rooster TV® Alexandra’s goal is to offer jewelry, 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 benefiting the Marines Toys for Tots Foundation, and partner up monthly with local foundations for shopping events that benefit their cause.


     The Pretty Pink Rooster® 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® to Bernardsville, NJ  is a testament of the power of believing in your dreams.