All good things must evolve, and one of my favorite sources for secondhand clothing and accessories is doing just that. Dress for Success’s permanent shop-for-a-cause fundraiser is changing its name from 4th Street Boutique to the much swankier-sounding Portaluca. We got in touch with Advancement Director Lisa McDaniel Brown to get the scoop on the upcoming changes.
What was the impetus for the name change and rebrand?
We want our name and story to portray our support for Dress for Success Cincinnati. It’s our passion and our commitment to give back to our sisters in need.
Where did the name Portaluca come from?
Hyperquake, a brand evolution agency, graciously donated their time and resources to take us through a branding process and the name came from that process. Our created name, Portaluca, is the port of light for women in their journey toward self-sufficiency. Portaluca is extraordinary fashion while giving back to sisters in need.
What else will change along with the name and website? Will there be any changes to the type of merchandise offered?
We will still offer the same incredible merchandise—women’s new and gently used clothing and accessories at affordable prices. Every week, we will continue to offer a promotional sale with additional discounts. We are excited to present a new sign, an incredible new website, and updated marketing collateral.
What else can we expect from Dress For Success and Portaluca in the coming months?
At Portaluca, the next exciting event is our annual fall designer sale, which happens at the end of September. The Fashion Show supporting Dress for Success Cincinnati is on Thursday, September 18, at Horseshoe Casino, and tickets are on sale now at dfscincy.org. The Queen Bee Half Marathon, in partnership with the Flying Pig is on Saturday, October 11. We continue to reach out to the community in new ways.
Portaluca is celebrating its new name and website at both locations this week (with sales, refreshments, and a ribbon cutting): Downtown on Wednesday on August 6 from 10 am to 3 pm, and in College Hill on Friday August 8 from 11 am to 6 pm.
209 W. Fourth St., downtown; 5838 Hamilton Ave., College Hill; www.portaluca.org
Image courtesy Downtown Cincinnati Inc.