PLAY page 49

and expensive, but Ms. Purthees
retail background at her moth-
er's store, at Neiman Marcus in
the Somerset Collection and at
Tender in Birmingham — made
the going easier. And because De-
signer Replay's merchandise is
on consignment, there is virtu-
ally no expense in stocking the
store. The retailers find the pieces
they think are marketable from
friends and acquaintances, offer
a two-month contract and split
the sale price of the items with
the owner. Finding the right
pieces has not been difficult.
"We know so many people who
have so many things they would
like to get rid of that other peo-
ple would love to have, and until

Prada, DKNY, Armani
and Chanel at
deflated prices.

now they haven't had any place
to take them," Ms. Cohen ex-
plained.
Added Ms. Purther, "People
get emotionally attached to their
clothes.. They don't want to sell
them to somebody for $10 and
they don't want to sell them to
somebody who can't pronounce
the name of the designer, either."
The two women invested
about $65,000 to renovate the
store and buy fixtures for it, and
they plan to do more than
$500,000 worth of business in
their first year.
This is not a flea market where
haggling is encouraged. Ms. Co-
hen and Ms. Purther have
thought long and hard about
their prices and they don't plan
to wheel and deal with cus-
tomers.
"We talk about each price with
each other and the person we get
it from, and each of these pieces
are really priced to sell," Ms. Co-
hen said. ❑

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