Creating The Pretty Pink Rooster® was a dream owner Alexandra Daras shared with her father. Together, they envisioned a boutique where women could discover stylish jewelry, clothing, gifts, and accessories without the luxury price tag. Tragically, those dreams were put on hold when Alexandra's father unexpectedly passed away. At just 25 years old, she found herself navigating unimaginable loss while holding tightly to the vision they had created together.

Four years later, with courage, determination, and her father's encouragement still in her heart, Alexandra launched the Pretty Pink Rooster® as an online boutique in 2014. Following its success, she made the life-changing decision to leave her teaching career in 2016 and open the boutique's brick-and-mortar location in Bernardsville, New Jersey, while continuing to grow the online business. The dream she and her father once imagined had finally become a reality.

Today, the Pretty Pink Rooster® is a female-owned neighborhood boutique offering a thoughtfully curated collection of jewelry, clothing, gifts, accessories, and home décor—all at approachable price points. From timeless classics to the latest trends, every item is hand-selected to help women feel confident, beautiful, and ready for Whatever Your Day Brings®.

Shopping at the Pretty Pink Rooster® is about more than finding something you love—it's about feeling like family. Alexandra's mother joined the business in 2018 as Director of Sales & Creative Design. Her sister Monica became part of the team in 2019, overseeing operations.  In 2021, her sister Olivia joined as Director of Social Media, while her sister Krista lends her creative eye by assisting with buying and merchandising.

Alexandra's passion for hospitality and eye for fashion are at the heart of everything the boutique represents. She personally curates every collection and shares daily styling inspiration across social media through Pretty Pink Rooster TV®, where customers from across the country tune in for fun, approachable, and affordable fashion inspiration.  Her goal has always been simple: to help women find the perfect jewelry, clothing, accessories, and gifts for Whatever Your Day Brings®—a motto inspired by the many ways customers rely on Pretty Pink Rooster® to celebrate life's moments, both big and small.

Giving back is just as important as giving great customer service. In addition to being Bernardsville's favorite one-stop boutique, The Pretty Pink Rooster® proudly supports organizations that make a difference in the local community.  Each year, the boutique hosts a holiday toy drive benefiting the Marines Toys for Tots Foundation and partners with local charities and nonprofits for fundraising shopping events throughout the year.

The Pretty Pink Rooster® is, and always will be, a tribute to Alexandra's father and his love of the rooster. He believed in her long before the boutique existed, encouraging her to dream big and reminding her that anything was possible.  Every customer who walks through the doors or shops online becomes part of a story that began with a father, a daughter, and the courage to believe that dreams really can come true.