Dana Keaton's
DivaGroove Fashion House is on the move -- from the
4731 Gallery down Grand River to the Michigan Building. Keaton hopes her new downtown location, which is set to open on August 1, will benefit from increased visibility and traffic.
She plans on streamlining her retail operation from a boutique to an appointment-only space that gives her room for clothing production.
On the other hand, Keaton's website will expand. She plans to send email blasts when one-of-a-kind items become available, starting bidding wars for these unique garments. She will also release two- and three-offs, also on a first-come, first-serve basis. "I plan on putting my B.A. in marketing to work," she says.
Out of the Michigan Building, Keaton wants to focus on customer satisfaction. "I want to create a whole designer-customer satisfaction situation with a celebrity-type atmosphere," she says. "I want them to feel really good about coming to my space."
Source: Dana Keaton, DivaGroove
Writer: Kelli B. Kavanaugh
Enjoy this story?
Sign up for free solutions-based reporting in your inbox each week.