At first glance, the pint-sized Stephanie Dacosta may strike you as shy and unassuming, but this strong businesswoman packs a wallop. Her Lower Manor Park Plaza boutique Endless Summer, which opened on November 10, 2012, is a distillation of DaCosta’s love for The Rock and all it evokes. In under a year, the shop has become synonymous with a languidly beachy aesthetic and appeals to those seeking to attain it. As we get ready to celebrate the much anticipated Jamaica Observer Takes Style Out Thursday, September 19, Curt Cawley burrows his feet deeper into

the sand to bask in the glow of Endless Summer…

What is the genesis of your store’s name?

While in the throes of brainstorming for a name, I came across a tag attached to a barbecue grill that said ‘Cheers to Endless Summers.’ This led me to think, life in Jamaica is an endless summer, in and of itself, so why not use the name? After overcoming the name-choice hurdle, I also made the decision that the interior design for the store should embody a Jamaican aesthetic and as a result, all materials used are 100 per cent locally bought & built.

What keeps you interested in the business of fashion?

Fashion will always be interesting because it changes every season and we can always look forward to new trends. More personally, it holds my interest because I love seeing my customers get what they want. I’m able to develop good relationships with them because after getting to know their taste and style, I buy accordingly. The response from many of my customers has been overwhelmingly positive and I’m proud to know they need not go elsewhere to get their clothes because they can get it right here at Endless Summer.

How would you describe your personal style?

My personal style is very simple. My signature look is a tank top and skinny jeans. Also, anything neon will always catch my eye.

What lines do you carry?

We carry a wide variety of brands which include Express, Forever 21, Wet Seal, Michael Kors, Polo Ralph Lauren, Charlotte Russe, Body Central, Lacoste, Club Room, American Rag, INC and Arden B.

How would you describe the Endless Summer customer?

The Endless Summer customer embraces their own style, which tends to evoke the warmer climes; and loves to look good, be it dressing up or dressing down.

What can customers expect from Endless Summer boutique on Thursday, September 19, when the Jamaica Observer Takes Style Out?

Shoppers should expect to be pleasantly surprised when they enter the boutique on that Thursday. Apart from finding pieces that they’ll fall in love with, our prices will be very reasonable due to our many sizeable discounts.

What are some of the activities shoppers can look forward to on Thursday, September 19?

Customers will be treated to several giveaways throughout the night and a grand prize raffle that is sure to delight any techie. Our TSO retail experience will also be enhanced by good music; complimentary beverages and hors d’oeuvres. It will definitely be a great night to shop.

Share a few retail tips for Thursday, September 19.

The most important retail tip for Thursday would be to come out early and get the items you want before anyone else does. It would also be good to visit some stores beforehand to get an idea of what they have, so as not to waste any valuable time in traffic as you make your way from place to place.

What do you expect to be the major trends or must-haves for the Jamaica Observer Takes Style Out?

A major trend will definitely be the maxi. Maxi dresses and maxi skirts have been hot sellers! They go very fast once they come into the store, and the added discount will only make them go faster.

Which Spring/Summer 2014 collections are you most looking forward to and why?

I’m a big fan of Michael Kors. While he does create fabulous pieces, they still retain a practical sensibility. A lot of other designers preoccupy themselves with creating a spectacle at the expense of wearability. Kors’ collections can seamlessly move from the runway to the street with minimal tweaking.

Endless Summer

Shop 7, Lower Manor Park Plaza

184 Constant Spring Road

Kingston 8

Telephone: 633-3752

E-mail: endless.summer.ja@gmail.com

Website:

endlessja.com