Hi!

I opened Rhoda as Rhodadendron in 2003 to rave reception, answering the town’s desire for independent fashion with a floral twist.

Petal to the Metal
At 65 en route to 66, the store’s redesign celebrates Stamina and bridges the gap between my corporate beginning in the days of Mary Tyler Moore, to running my own little oasis. 

The art direction and namesake, takes cues from the 1970s, shines a light on Valerie Harper who played the character Rhoda Morganstern, and holds onto the significance of the Rhodadendron flower.

I loathed the Rhoda connection over the years because women liked to think of the character as “flighty” and goofy, but now I laugh about it. America's Rhoda was unapologetically direct and independent, a free spirit, her own person and we love her for it.

No Big Mistakes 
“I was looking for the perfect $7 vintage dress to go with my $300 shoes when…”
-Carrie Bradshaw

One day it hit us rewatching Sex and the City. We gravitate to trending staples, statements and indulgent pieces that can make or complete an outfit on a budget.
To the young and the young at heart,
Go-to-town™