Job Loss is Blessing in Disguise for Consignment Store Owner

She's a self-described "consignment store junkie," but Donna Read didn't imagine that she would one day open her own consignment shop in the heart of downtown Danville.

Read was the VP of Human Resources at a major bank in Pleasanton when the bank decided to downsize, closing 24 branches in 2008. Read lost her job, then spent more than 16 months trying to find a position in the same line of work.

"I was looking for a new opportunity within the human resources structure," said Read.

When nothing came along, Read decided to switch careers.

"Reinventing myself has been really easy and fun, once I figured out what to do," said Read, who opened the aptly named "A Dress Change" on Railroad Avenue last November. "I decided to take my savings and invest in the store. It's been wonderful. It's such a delight to be in Danville."

The beautifully appointed store, with faux finish yellow and coral walls, and contrasting leopard pattern carpet, offers high-end garments and accessories for both casual and dressy occasions.

Kathie Holtzapple, a client as well as Read's bookkeeper, was shopping on a recent weekday afternoon.

"It's great, she's got dynamite inventory," said Holtzapple. "Her accessories are spot-on and her ability to display the merchandise is head-and-shoulders above other consignment stores I've been in.

"I do her books, so I can tell you that it's working!"

Location, location, location

Read says she's been profitable since she opened. Between 35 and 50 customers stop by the store each day.

"The store is drawing customers from a broad base, not just from Danville," says Read, who attributes this to her Web site.

Read says she's too new to the business to know if the current economy is boosting sales at second-hand stores.

"Personally, I think it has to be helping," she says. "People have downsized their spending habits."

She says the location of her store near Trader Joe's and San Ramon Valley High School is key to its success.

"I'm at a very busy corner, which 10,000 cars pass by every day," says Read, who looked at 22 retail spaces between Pleasanton and Walnut Creek, before deciding to open in Danville.

Read says there are three other consignment stores in the neighborhood, including a children's store and furniture store, which creates a destination for second-hand store "junkies."

"My philosophy is, the more the better," says Read. "We're not like Macy's or Nordstrom's that sell a half-dozen of the same item. We sell one-of-a-kind merchandise. It's all about the hunt."

Prom night approaching

If you are in the hunt right now for prom night, Read has a nice selection of evening dresses, some brand new, some just like new. A gorgeous floor-length black evening dress by Ralph Lauren was originally priced at $5,500. Read is selling it for $1,895.

Not everything comes with a big price tag. Jeans range from $10 to $400. The pricey pair is a brand new Dolce and Gabbana design that normally retails for $700.

There are lots of chic boots and shoes, including tennies with lacey pink ribbons and clogs in a rainbow of colors. For women who love purses, you can find everything from your everyday handbag to designer items from Coach and Louis Vuitton.

Read is also giving back to the community with her new business. She asks consignors whose items don't sell to donate them to charitable organizations that help victims of violence and women who are trying to return to the work force.

"About 75 percent of my clients choose to donate items that don't sell," says Read, who gives to Shepherd's Gate, Wardrobe for Opportunity and Hospice of the East Bay. "It's really rewarding to continue to do the kind of work I did in human resources."

Read is currently accepting spring attire, which must be less than two years old except, of course, for "timeless items." Consignors can bring in up to 10 garments, as well as accessory items. She offers a 50/50 split for items sold.

"In this economy, why not buy second-hand clothes," says Read. "You get high quality for a fraction of the price."

For more information, stop by the store at 115 Railroad Ave., Danville, visit www.adresschangeconsignment.com or call (925) 855-5581.