Making Fashion Dreams Come True with Dana Ford-Buerger of Lariat Boutique
WRITTEN BY ANNIE BLOJ // CULTURE & STYLE EDITOR
PHOTOGRAPHED BY ESTHER LEE LEACH
FLOWERS BY FERN & BLOOM
Annie Bloj: Dana, it is such a pleasure to meet a fellow fashion-obsessed mom of two boys like myself! You opened your new boutique, Lariat, in the Berkeley neighborhood earlier this year. With the apparent challenges that 2020 has brought, it is inspiring to see a strong woman follow through on her dreams. Going into the holiday season, I know that we are all trying our best to shop as local as possible. I'm sure Denver will be flocking to Lariat to pick up gorgeous treats for ourselves as well as beautiful gifts for those we love.
You grew up in California but moved to NYC to pursue a career in fashion. After establishing yourself in the industry and working as a buyer for W hotels, what brought you to Denver?
Dana Ford-Buerger: My husband and I met while vacationing in the Bahamas; I was there for only three nights, and that was all we needed because I ended up moving to Denver 5 months later. Full disclosure, I did keep my apartment in New York just in case it didn't work out! I would have never in a million years thought I would end up in Denver, Colorado, and it was quite the adjustment after living in LA and NYC.
AB: What did you recognize was lacking in retail here, and what motivated you to open Lariat, your boutique?
DFB: Let's be honest, Denver isn't really known for its fashion, but what I started to notice is that more fashionable people were moving to Denver. I have lived in Berkeley for six years, I sit on my front patio on Tennyson street, and I can tell you first hand how fashion has changed in my own neighborhood. Tennyson Street has slowly been evolving into a fashionable place to shop. I wanted to create a space where you feel transported to somewhere beautiful. When my customers walk through my boutique, the clothes are typically the last thing they notice. The art, the greenery the personal touches are all done to make you feel like you are somewhere else, somewhere that makes you happy.
AB: How did you land on the decidedly bohemian aesthetic when you were conceptualizing Lariat?
DFB: My style has evolved from "Big City" to a softer, more bohemian vibe. Less structure, less serious, now softer and way more whimsical. I think motherhood is a big part of that; the blazers with shoulder pads and the five-inch Louboutin's just weren't working with my life here in Colorado!
AB: The Berkely neighborhood is increasingly becoming a shopping destination; how has the community embraced you and Lariat during these uncertain times?
DFB: I opened Lariat at a crazy time, during a pandemic and social unrest due to our country's tragic events. I didn't do any marketing because it felt wrong considering the serious issues we were facing as a nation. I was scared; I set a low bar just to cover my expenses. My community showed up in a major way, and the store blew through all the goals I set and then some, month over month. I love my community, and I have a personal relationship with so many of my clients. I have met so many amazing women, some I have grown to call friends. Because I also live here, I get to see many of my customers out and about, often in my clothes! I love it!
AB: Can you share three holiday or cold weather trends you are excited to carry at Lariat?
DFB: 1. Textured Sweaters, fringe, cable knit or printed, sweaters this season need to be interesting! I wear them over dresses or cropped with high-waisted denim.
2. Cozy outerwear, nowadays if we are going out, we want to be comfy and warm. I'm loving ethnic printed Teddy coats and Pullovers.
3. Chunky oversized scarves, if I can't wrap it around my neck three times, I don't want it!
Dana Ford-Buerger: @the_luxe_mom
Lariat: @shoplariat
Writer: Annie Bloj: @theblojreport
Photographer: Esther Lee Leach: @estherleeleach
Florist: Fern and Bloom: @fernandbloomdenver