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Mary Jane Denzer Lets A 'Virtual' Stand-In Help Make Big Fashion Decisions

When trying on a new dress, using FaceTime rather than a photo can help show friends and family exactly how it looks on you.
When trying on a new dress, using FaceTime rather than a photo can help show friends and family exactly how it looks on you. Photo Credit: Contributed

WHITE PLAINS, N.Y. -- When shopping for a new dress, having a second opinion is everything. However, for a special occasion where the input of a friend or relative elsewhere can make or break a choice, shoppers at Mary Jane Denzer in White Plains have a new option.

"What people like to do when shopping for an important dress is to get the opinion of those nearest and dearest, usually by sharing pictures," said Anastasia Cucinella, manager of the White Plains luxury boutique. "That is the worst thing you can do. Unless the lighting is perfect and the photo is professionally shot, people usually don't look their best and the dress often takes the blame, getting an undeserved thumbs-down." Cucinella's brilliant solution? FaceTime.

Cucinella came up with the idea to loop friends and family in via video when she realized how pictures' poor dress representation was causing problems. "When trying an off the rack dress, it often doesn't fit perfectly at first or a different size needs to be ordered altogether, both things a picture can’t convey," she said. "In many cases, people don't come in with their makeup on, hair done and looking like they will when they wear the dress." However, using FaceTime allows for shoppers to have a dialogue with the viewer and add in the missing pieces so nothing is left to (mis)interpretation.

Many customers seek the second opinion of busy husbands, friends or family member unable to come into the store. To include these parties on the buying experience, Cucinella helps schedule a time where a shopper can come in prepared, try on the dress and show it to their friends. "People are very busy and married to men who travel a lot and can’t always make it into the store," said Cucinella. "It's much easier to to set up a time to FaceTime and include them in the selection process."

The reaction has been incredibly positive, says Cucinella, who notes that more than a large percentage of shoppers have adopted this new strategy. "Today's technology allows you to invite someone important into the store for a quick visit," she said. "For many people, it’s about the experience as well as the dress, and this helps make them part of it." 

To browse Mary Jane Denzer's newest collections, visit the store at the Ritz Carlton in White Plains or visit their website.