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SHARED By: Hilarie Zimbicki

Erica Serotta and Cortney Cohen are the proud owners of Best Dressed NY. Upon entering their cozy boutique on the top floor of 136 East 73rd Street I was immediately met with a smile from Erica, and overcome by the store’s adorableness. Cortney was finishing up a business call (these ladies are obviously busy) and quickly joined us on some over-sized, comfy chairs.

Chatting with Cortney and Erica felt like catching up with two old friends. They were fun, easy to talk to and so passionate about their budding business. Both are mothers who have children in our very own York Avenue Preschool and recently decided to go into business and become “mompreneurs” while waiting for their daughters to get out of hip-hop class. (Isn’t that where all great ideas are born?)

The two noticed that there was a need for a store in Manhattan to cater to young girls in need of a formal dress. The only places to look for a prom dress or Bat Mitzvah gown are Bloomingdale’s, Saks or some other enormous department store that is too crowded and overwhelming. Basically, these Moms saw a void and decided to fill it!

Gymtime: When did you become interested in this type of business?

Courtney Cohen: Since we have daughters, we began finding holes in the retail industry in Manhattan. It is really difficult to find formal dresses for young girls and teenage girls that are appropriate. We wanted to start a store that not only specializes in girls’ formal wear, but is still fun and trendy; something the girls will like.

Erica Serotta: Our store is a place where Mom’s don’t have to worry about what their girl will choose. We have daughters, and we don’t want to sell any dresses we wouldn’t allow our own daughters to wear. When families shop here, the Mom can sit and relax while we style her daughter.

GT: How do you juggle being a mom and running your own business?

Erica: We are great partners. Cortney and I share responsibilities, support each other and trust one another. It’s important to know that we are in this together.

Cortney: We are here a lot because this has become our “third 900 square-foot child,” but we work together so we each have time with our families.

Erica: We recently hired a third person to help because there are rare occasions when neither of us can be here, or we need some extra help.

 GT: You offer “the ultimate shopping experience.” Can you describe this experience? What can your guests expect?

Erica: We are by appointment only, meaning that our shoppers always get a one-on-one experience. This is the first time this concept has been offered in NYC for girls of all ages.

Cortney: We have candy for the girls because they can get tired and cranky after trying on so many dresses, and wine for the Mothers so they can relax and enjoy the whole process.

Erica: And, we have music! We want the daughter to come in, feel comfortable and just have fun.

Cortney: It’s like shopping in your best friend’s closet. It’s exclusive and the girls feel special. 

GT: How do you select your inventory?

Erica: We like unique brands. Many of our dresses are designed locally! It’s important to us to support local businesses and entrepreneurs. We also carry many brands from Europe, Australia and various places around the world. The girls have the option to custom design their dress too.

GT: Design their own dresses? Tell me more about that!

Cortney: We work with a custom designer so the girls can actually choose what type of bodice they like, the colors used, the trim, the fabric and really design their own gown. We have a box of fabric that they can go through to help them select what they like. This is a great way to express themselves and set them apart from all their friends.

GT: Sounds like a dream come true. And they won’t have to worry about someone else wearing their dress?

Erica: We actually keep track of what dress is sold for each different event. That way if a girl going to prom comes in looking for a dress, we can make sure she doesn’t purchase a dress that someone else bought for the same prom.

GT: So besides prom, what other special occasions are girls shopping for ?

Cortney: …Bat Mitzvahs, graduations, weddings, quinceaneras…

Erica: We sell dresses for really young girls, too. We have sold dresses for preschool graduation, flower girls, birthday parties and basically any event where girls want to dress-up!

Cortney: We have cute dresses for casual summer events too!

GT: Sounds like you two have really got it all figured out! Have you overcome any major hurdles to make this dream a reality?

Cortney: I think our biggest obstacle was discovering our “look.” We had to really get to know our clientele, evolve and learn what works best for young girls.

Erica: For me, I had learn to accept that this business is going to take up much more time than I originally assumed. I thought I’d be able to work while my kids were at school, then come home and be with them. In reality, I am up here most of the day.

GT: How has this whole experience affected your family?

Erica: The girls are really excited about the store. We love that we can show them that we are hard workers and give them a good example to follow. Everyone has been really supportive and we have made sure to include our kids in the whole process.

Cortney: Even the name, “Best Dressed,” B.E.S.T. is actually an acronym of our children’s names. They have been along for the whole ride. The girls love trying on dresses and eating our candy while my son just wants to be our assistant and help out however he can. The weekends are not as carefree as they once were when I was a stay-at-home Mom, but we are making things work.

Erica: I thought it might become overwhelming and that I would worry about SO many things, but because I am so busy, I don’t worry about the little things so much now. In a way it’s been a blessing. Now, I only have time to worry about what matters. I appreciate the time with my family more. I also appreciate my time in my career more.

GT: Do you have any suggestions for other Moms who may want to start their own business or follow their dreams?

Erica: Definitely do it. It will never be “the right time,” but if you have a good idea you are passionate about then just…jump. If you have support from your family and friends and work hard, it is possible. We have been fortunate to have support of many other moms, which is wonderful! It is so important for Moms to support one another. Every mom struggles with wanting to be with their kids and still be and feel successful, it’s the ultimate quest. So, it is really necessary for all of us to support and help one another.

GT: What has been your favorite part of this whole experience?

Cortney: The best part of my job is helping a teenage girl who never thought she would find the right dress. Maybe she feels too awkward or shy, but when she puts on the perfect dress and I get to see that smile and the confidence that comes with it, I feel like I’m making a difference. It’s not easy being a 13-year old girl. You often feel ugly and self-conscious. I love making the girls feel beautiful and special.

Erica: I totally agree.

You can find Erica and Cortney at Best Dressed NY at 136 E 73rd St. Their showroom is on the top floor of a townhouse, but be sure to call first (212-600-4607) and set up an appointment! And find out what’s new at Best Dressed NY  them on Facebook, Twitter and Instagram!