At Distinctively Hers, things shine, dazzle, sparkle and sometimes jingle—not from bells, but from the clinking tags of a dog collar.

Upon entering the store, customers are surrounded by a plethora of jewelry, accessories, clothing and gifts. Often, shoppers are also greeted by the store mascot, a Shih Tzu named Zoe.

Dawn Wermuth opened the first Distinctively Hers boutique more than a decade ago in Frisco with the aim of offering casual, reasonably priced merchandise.

“Our philosophy is that pretty much anyone can come in and find something at every single price,” Wermuth said.

Although a lot of the store’s merchandise includes women’s clothing, she said the store is best known for gifts. She said bracelets are the No. 1 seller, and Alex and Ani is one of the most popular brands at the store.

To complement the casual environment, Wermuth brought one of her dogs to the store when it first opened. Zoe has been the store dog for six years.

Zoe is incorporated into the store in several ways. The store website has Zoe’s Pick of the Week with featured items “picked” by Zoe. Wermuth also throws a birthday party for Zoe every year to raise money for the Humane Society. The store owner also hosts fundraisers to support local schools and other community causes. And Wermuth said customers love seeing Zoe in the store.

“I swear, [Zoe] has her own fan club,” she said. “We should probably start a fan page for her. People come in just to see her.”

Wermuth opened a second location this summer in McKinney. She said after opening the McKinney location, she wants to update the look of the Frisco store and may do that in the near future.

Wermuth said she is always looking for the latest trends to keep the store current and fresh.

“We want [customers] to have a relaxed, enjoyable time,” she said. “We don’t pressure anybody. My philosophy is we’re here to help you; I’m not here to sell to you. We want them to feel comfortable.”



11445 Dallas Parkway, Ste. 260, Frisco
972-377-7217
www.distinctivelyhers.com
Hours: Mon.-Fri. 10 a.m.-7 p.m., Sat. 10 a.m.-6 p.m., Sun. noon-5 p.m.