Born and raised in the vibrant city of Indianapolis, rita mcdaniel embarked on a journey that would ignite her passion for fashion. Growing up on classycasual St., rita’s love for style and design flourished, setting the stage for her remarkable career in the fashion industry.

rita soon met her husband Scott in the bustling state of New Jersey. Eager to make her mark on the East Coast fashion scene, rita seized the opportunity and launched her career in the heart of New York City’s fashion district. Immersed in the industry’s fast-paced environment, she honed her skills and gained invaluable knowledge about the intricacies of the business.

Throughout her journey, rita found an extraordinary mentor and confidante in Robyn, the visionary owner of Rebel in Indianapolis. Under Robyn’s guidance, rita developed a deeper understanding of the art of styling and the transformative power of fashion. Inspired by her experiences, rita set her sights on a bold vision—to bring the same high fashion found in the city to the suburban women of New Jersey.

In 1993, rita’s dream became a reality as she proudly opened the doors of her first boutique in Summit, New Jersey. The store became an instant sensation and a beloved fixture of downtown Summit, capturing the hearts of fashion-forward women in the area. Building upon her success, ritaexpanded her empire and opened a second location in Morristown, New Jersey, in 2010, solidifying her presence as a pioneer of bringing boutique shopping to the suburbs.

rita’s entrepreneurial spirit and unwavering dedication to her craft led her to become one of the first to curate a truly unique shopping experience. Every week, she traverses the bustling streets of New York City and explores the dynamic LA market, handpicking exquisite pieces to grace the racks of both her boutiques. Ensuring an ever-changing selection, new arrivals grace the stores daily, guaranteeing that customers will never encounter the same exact clothing twice.

With an eye for fashion that seamlessly blends the latest trends with her customers’ personal style, rita has cultivated a curated look and feel within her boutiques. The result is a timeless and classic aesthetic that caters to the modern woman who seeks both sophistication and self-expression. Always on the hunt for emerging designers, rita continuously seeks to bring fresh perspectives and innovative designs to her discerning clientele.

Beyond her contributions to the fashion landscape, rita is deeply committed to being a positive force within the community. As an integral small business in two New Jersey towns, she dedicates her time, resources, and donates to organizations such as Dress For Success and the local food pantry, knowing the importance of uplifting and empowering those both inside and outside of the fashion world.

At Willow St., customer service reigns supreme. rita has assembled a team of dedicated stylists who share her passion for helping women look and feel their best. With personalized attention and expert guidance, every customer is treated like a cherished friend, ensuring they leave the boutique feeling confident and beautiful.

Since day one, rita’s unwavering goal has been to dress women in high-quality, on-trend fashions while fostering a strong sense of community among customers, employees and friends. Willow St. stands as a testament to her enduring vision and the transformative power of fashion in creating connections and inspiring self-assurance. Join us on this extraordinary fashion journey and experience the magic of Willow St.—where style meets empowerment.