Seat belt? Check. Mirrors adjusted? Check. Mobile boutique in tow? Check!
The Runaway Fashion Truck made its way to Seton Hall in vendor style on Sept. 30 selling clothing and accessories just outside the cafeteria, but if you missed it don’t fret. The truck is scheduled to return on Nov. 5 for an event with Alpha Sigma Tau.
The Runaway Fashion Truck is a business started by Seton Hall alumni Emily Dell. Emily is the founder and CEO of the company as well as an account supervisor at Bliss Integrated Communication. Her sister, Hilary Dell, a Kent State University graduate, is a fashion designer and buyer and helps run the company that is right up her alley—literally—as the COO.
And yes, the mobile boutique is an actual truck. Hilary said her brother-in-law who owns an auto body shop outfitted the inside of a truck to look like a boutique. They travel around the tri-state area in addition to having personal shopping parties.
Emily said she started the company for two reasons. For one, Emily commutes from New Jersey to New York City every day and she said she doesn’t have time to shop so she wanted to create a fun and easy way for women to get together and shop. Also, as an alumnus of Seton Hall, Emily remembers shopping being inconvenient, according to Hilary.
“She couldn’t have a car and there was nowhere close so she thought she could bring this mobile boutique to campuses and make it easier for girls to shop on campus too,” Hilary said.
Emily said the company offers the best of both worlds of shopping-online and in store.
“It truly marries the convenience of online shopping with the experience only a brick and mortar store can provide in terms of gauging quality and fit,” Emily said. “We also provide unique pieces so you won’t be caught wearing what the girl right next to you is.”
Hilary said they shop showrooms in the city for merchandise and source from estate sales. They also work with independent designers in Brooklyn for graphic tees.
“We want to stay legitimate and make sure people know the brands too so we carry some brands like Lush that you might find in Nordstrom,” Hilary said.
“We feature our own accessories line, Heist, which is a collection of up-cycled vintage costume jewelry from across the decades,” Emily said.
The company has been live for three months and is just beginning to kick off its college campus tour, Hilary said.
Alpha Sigma Tau will host a Runaway Fashion Truck personal shopping party on Nov. 5 open to all students, family and friends, said Rosella Morabito, AST finance assistant.
“I think my sisters will be very enthusiastic and willing to help spread the word and attend such a fun event,” Morabito said.
The truck’s trends will be taken out of the truck and brought to the Faculty Lounge of the University Center for the event, but the truck may be parked on campus, according to Emily.
Hilary said the personal shopping parties are what they love to do, as the events are complete with a personal-stylist aspect.
“When you have the parties everyone is kind of excited to play dress-up,” Hilary said.
For more information go to Shoptherunaway.com.
Michelle Foti can be reached at michelle.foti@student.shu.edu.
