Boutique owner
is the fashion queen

By Diane Villano
Times Staff Writer

Northeast Philly native Pamela Dollak is styling Philadelphia these days with Tony, her Old City clothing boutique.
In fact, Tony has been named City Paper Readers’ Choice for Best Accessory Store in 2005 and ’06, as well as Best Women’s Clothing last year. Dollak and her boutique also have been featured in local television stories and in publications, including Lucky magazine, a glossy monthly devoted to shopping.
This recognition is pretty impressive considering that the Fox Chase resident didn’t open the doors of her business until October 2004. Tony, which is devoted to apparel and accessories, also is her first foray into entrepreneurship.
"I opened it on a whim," she said. "I just jumped in, put a lot on credit cards and figured if it doesn’t work out, at least I tried."
Dollak, who attended St. Cecilia Grade School and graduated from Girls High School in 1989, loves her Old City location.
"It’s fun, it’s funk and it’s hot. There are always new shops, condos and bars. It’s an exciting area," Dollak said.
Needless to say, when she scouted out locations, she was thrilled that the store at 47 N. Third St. was available.
"It seemed like fate," she said.
Dollak has been working hard to build a store that fulfills trendy tastes. Inside, Tony’s selection of hip designer clothing, vintage handbags and costume jewelry keeps your eyes moving as you try to take it all in — such a visual potpourri, in fact, that you could easily miss a 16-foot mural on the boutique’s front wall.
Adjacent half-walls are decorated with fashionable quotes, including such profundities as "Fashion can be bought. Style one must possess." — Edna Woolman Chase. As the longtime editor of Vogue magazine before her death, Chase certainly understood the quest for style.
Dollak’s mother, Joyce, came up with the idea to display earrings on headshots of supermodels. Pictures of Bon Jovi and George Clooney among the headshots add a pleasing dimension to the display. "They are just for us to look at," she said.
Scattered throughout the store are vintage keepsakes, such as faded album covers for the Funny Face and South Pacific movie soundtracks. A tribute to fashion icon Audrey Hepburn is a poster for her 1951 flick Young Wives Tale.
It’s no wonder that Dollak was a theater major at Temple University. Her flair for style and drama are evident throughout the boutique, where a red camisole softly blowing before a vent in the lingerie loft captures your attention. Once you climb the spiral staircase, the illustration of a long-pearled flapper — painted on the wall by a summer intern at Tony — sets the tone for the sassy selection.
In fact, silky panties embroidered with Sassy, Flashy and Spicy prove the point. Dollak also offers panties that say I love you in English, French, Spanish, Chinese, Hebrew and German.
"We’re all ready for Valentine’s Day, with frilly fru-fru stuff along with more classic lingerie," Dollak said.
Her shop also features a line of luxury shapers and undergarments from the Wilmington-based Cass & Co., which has been touted by celebrities like Oprah Winfrey, Tyra Banks, Reese Witherspoon and Jennifer Aniston.
Tony will host a one-day-only trunk show during its second annual pre-Oscar party from noon to 5 p.m. on Saturday, Feb. 24, to get customers "red-carpet ready."
While Dollak generally stocks the collection in nude and black, she’ll have every style during the trunk show, in every color and every size. There also will be champagne and snacks, as well as the opportunity to participate in an Oscar pool with a purchase from the line.
"It’s kitschy and keeps us in people’s minds, like the Elvis party we had in January for First Friday," Dollak said.
The inventory at Tony reflects much of Dollak’s influence — she carries a lot of what she likes.
"I do own quite a bit myself. While my bankbook hasn’t really increased, my wardrobe has expanded profoundly," she said from behind a glass display case filled with contemporary costume jewelry and interestingly shaped watches made of wood, leather and fur — items made in Colombia by an artisan.
"They’re pretty unique, and definitely conversation-starters," she said.
The merchandise selection is certainly tony, defined by the dictionary as "marked by an elegant or exclusive manner." While many think Dollak’s name is Tony, the shop’s name is inspired by the adjective. It also happens to be her grandfather’s name.
"I’m single-handedly trying to bring it back to the everyday vernacular," she said, while the music of another Tony — Tony Bennett — played in the background.
It seemed a fitting choice, especially if you’re in the business of selling style. ••
For more information, visit www.tonyonthird.com
Reporter Diane Villano can be reached at 215-354-3036 or dvillano@phillynews.com