HAWTHORNE, N.J. — That the dress Ginger Pierro and her daughter Gia fell in love with could only be purchased in bulk never mattered to the Hawthorne pair.
It was 2011 and they both had fallen too hard for the zebra-print tank and hot pink tutu to click anything but “accept” on the almost $400 order.
Pierro figured she’d keep one dress for Gia to wear to her sixth birthday party and sell the remaining 14 online.
Twenty minutes after posting them on Facebook, the dresses had been purchased and Pierro knew a business venture was on the horizon.
“When they all came in I was like, ‘What did I just do to myself?’” said Pierro of the mass order.
Drawing from her experience in marketing and what she’d learned in fashion design school, Pierro launched “Pretty Little Gia,” an online clothing boutique for children in April 2011.
She picked out several outfits that caught her eye made by the same European designer that she’d purchased Gia’s dress from and posted them to her Facebook page. All went for less than $30 a piece.
“I started purchasing from overseas — doing something that nobody else would try to do,” Pierro said. “It’s a scary thing to pull off.”
But she did.
Within minutes, Pierro had buyers. Within hours, the clothes were gone.
Once she started making a profit, Pierro realized she could use her business to benefit others and began sponsoring community fundraisers.
Last fall, Pierro organized a princess and super hero bash for young Elmwood Park brothers who have a rare and fatal genetic disease with no cure. She also sponsored an "Alice in Wonderland" tea party for a Fair Lawn baby battling cancer.
The satisfaction that Pierro gets from helping others will always be in vogue.
“Knowing I’m able to raise money for little kids who need it the most is so rewarding… the feedback makes me cry,” said Pierro, who’s gained a following in New York and New Jersey.
“There is so much good that comes out of it and it’s a great feeling when people come back and thank me.”