Consignment Couture: Behind The Counter at After The Runway

On a recent afternoon, a customer walked into the Ellicott City consignment boutique After The Runway and began raving about the layout.

“I just love what you’ve done with the display,” she said. “It’s beautiful in here.”

Owner Dawn Honkofsky took the compliment in stride.

For Honkofsky, a former food marketer, layout is her forte, she said.

“That’s what makes my boutique unique,” she added. “I might sell similar items to other consignment stores, but I have an eye for display.”

On her boutique’s Facebook page, Honkofsky describes her business this way: “After The Runway is a resale clothing ‘boutique’ that offers one-of-a-kind items, designer handbags and clothing. We support local female artists and strive for the unusual.”

Patch.com recently sat down with Honkofsky to find out more about her business, open since 2010 and located on 9090 Frederick Road.

On finding her way into fashion: I was a marketer within the food industry, but we lost our contract, and I got laid off. I literally opened this boutique on my unemployment check…It was my mom’s idea…And it worked.

Why take the risk of opening your own business?: I didn’t want to go back to work for ‘the man.’ It allows me to be my own boss.

What service do you think you’re providing to the community?: High fashion, inexpensively.

I have read that many consignment shops have seen an increase in business due to the recession. Has the recession affected your business? Definitely…Even the well-to-do women are feeling the crunch and are clearing out their closets. Everyone wins… I’ve noticed a lot of women are starting to say, ‘Hey, I’ve got too much.’ It has hit everybody. Who needs 100 handbags in their closet?

Why do you think consignment shops are becoming so popular? People don’t care to shop at the mall anymore. They don’t want to look like everyone else. That’s a big thing. They want to be different so they come in here for one-of-a-kind pieces.

What’s the strangest thing someone has tried to re-sell in your store?: I wouldn’t say it was strange, but it was absolutely funky. It was a fox fur vest. It literally had fox tails hanging down from it. And I sold it. If it’s funky or unusual, it sells out quick.

What’s the most popular items you sell?: Handbags, shoes. [Customers] love the handbags.

Who are your average customers?: Middle-aged women and older.

What’s your favorite thing about your job?: We have such a blast in here hanging out…There is a lot of moral support that goes back and forth between the women. They come in and hang out just as much as they come in to shop. The atmosphere is pretty fun.

What’s your work style?: (laughs) I have no rules. I keep everything simple…I don’t make appointments because I don’t keep them (laughs)…I like being laid back about everything.

Who is your favorite designer?: (laughs) It’s funny, I don’t wear designer clothes or shop.

Who are the most popular designers in your store?: Prada, Chanel, Giorgio Armani, Michael Kors. The higher-end items go out of here quick.

What’s your life motto?: Less is more. I’ve got more than I need. I’m blessed.

When are you happiest?: At work.

Do you consider yourself successful?: Yes. I enjoy coming to work every day. Not too many people can say that…I’ve appreciated the women I’ve met and the friendships I’ve developed.

Behind the Counter is a periodic series on the people who run small businesses in Ellicott City.