CLIFFSIDE PARK, N.J. -- Eileen Potrock likes to joke that for years she had a sign above her desk that said, "Never Pay Retail."
The Teaneck native who for years did marketing for the film and television industry, said it was kismet when, shopping one day at E Designer Resale, a consignment shop in Cliffside Park, she found out the store was for sale.
"I thought about it for a week," said Potrock who admits to a lifelong love for fashion -- at discount prices -- and has been shopping consignment since the '80s. A world traveler -- thanks to her marketing job -- she was always going into stores across the globe, taking notice of how they merchandised and what they carried.
The fact that the price was right; the store had an "E" in it -- which presumably could stand for "Eileen" -- coupled with the fact that the media exec had always wanted to be her own boss, made the transaction something she knew she had to do.
That was in March. Since then Potrock has done an overhaul of the store, cleaning out the old, bringing in the new -- and reaching out to the community.
"I want this to be a place customers feel happy and can find current product," she said. "I was always the kind of person that got sticker shock from prices at some of the department stores. Here, people can come and find 'lightly loved' or new items that won't break the bank."
That includes a treasure trove of women's clothes, shoes, jewelry and accessories from everyone such as Rag and Bone to Chanel, Hermes and up and coming designers. The majority of the store caters to women, though she is starting to carry more a few more men's accessories.
"I'm working to create a store where I would love to regularly shop," said the Manhattan resident.
Included in her offerings: a free styling service. Customers can bring in a few key pieces that Potrock will help them expand on -- at no extra cost -- as well as in home services. Styling, she said, is something she loves -- and enjoys helping people go through their closet to help them figure out what works and what doesn't. It's something she did, in fact, for many of the movies she worked on and always wanted to parlay into a career.
Now, with her own shop, she can.
Look for a fall preview of new items starting Thursday. Sept. 22.
E Designer is at 720 Anderson Ave., Cliffside Park, (201) 943-3401, www.edesignerresale.com/ .