Dress for Success Cincinnati’s 4th Street Boutique Rebrands as Portaluca

Dress for Success Cincinnati’s 4th Street Boutique Rebrands as Portaluca

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Julie Smith-Morrow, CEO of Portaluca and
Dress for Success Cincinnati

A rose by any other name would smell as sweet, but the 4th Street Boutique is getting even sweeter as it gets a new name and rebrands to “Portaluca.”


Portaluca opened to the public as 4th Street Boutique in 2002 to sell women’s new and gently used clothing, shoes and accessories at affordable prices. It’s the first in more than 128 Dress for Success affiliates worldwide to have an earned income venture. The proceeds support Dress for Success Cincinnati’s services to disadvantaged women.


Today, the boutique has two locations, downtown and College Hill. The College Hill store is located at 5838 Hamilton Ave between Llanfair and Cedar Ave. The downtown boutique was originally located at 135 West 4th Street and quickly became known as a destination for women to find stylish clothing and accessories for less. Special sales and events, such as the Designer Sale, offer one-of-a-kind fashion finds and give customers a unique shopping experience in the vibrant downtown Cincinnati area. In May 2013, the boutique moved to an urban interior at 209 West 4th Street between Elm and Plum on the ground floor of the Textile Building.


According to Diana Hoffman, Marketing Specialist for Portaluca and Dress for Success Cincinnati, there are many reasons for the new name and rebrand, but the main goal is to now have the name and story portray their support of Dress for Success Cincinnati. “It’s our passion and our commitment to give back to our sisters in need,” says Hoffman.



Not only does Portaluca have a new name, but it also has a new logo, store signage and website. “You still enjoy the same great merchandise and sales at affordable prices with proceeds that support Dress for Success Cincinnati,” Hoffman adds.


But what is a “Portaluca”? According to Hoffman, it’s the port of light or beacon for women in their journeys toward self-sufficiency. “It takes good qualities and multiplies them, giving so many women the gifts of confidences, optimism, and warm kindness. Portaluca is extraordinary fashion giving back to sisters in need,” she adds.


Portaluca carries women’s tops, bottoms, sweaters, accessories, shoes, jackets, blazers, dresses suits and two piece outfits, which usually range from $8 to $25 plus their weekly discount. Hoffman says designer and contemporary labels have a marked price, but are still sold at a discount.


“The boutique is also known for the best retail shopping in the area with special sales like the Designer Sale which runs three times a year,” explains Hoffman. “Our next one is October 9-11. Women can find top brand designer and contemporary labels are deep discount prices.”



The staff also makes Portaluca unique. “Our staff is a special group of very dedicated women who support Dress for Success Cincinnati and our mission,” says Hoffman. “They are advocates for the women we serve. In addition, all of our customers are like family. We’ve built a community welcoming everyone to come in and shop.”


Portaluca also offers a personal styling service. “If you have a busy schedule or just need wardrobe advice, call me at 513-322-1790 and set up an appointment,” says Hoffman.


For more information, visit their website www.portaluca.org, which was developed by EMI Network, or “like” them on Facebook.


Click here to learn about the upcoming Cincy Chic “Champagne & Shoes” event and fashion show on Sept. 12 where you get in free with a clothing donation to Dress for Success!