We were lucky to catch up with Darla James recently and have shared our conversation below.

Darla, thanks for taking the time to share your stories with us today One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

One of the most meaningful ways I’ve shown appreciation to a customer came during prom season, which is always a special and emotional time at my shop. A young woman came in with her mother to find the perfect prom gown, and they shared that this moment meant a lot to them—not just because it was prom, but because life hadn’t given them many chances to celebrate.

After we found her dream dress, I offered to let her use my shop as the space for her prom send-off. She arrived with family and friends, took photos, played music, and turned that day into something magical. Her mom was in tears, and you could feel how much it meant to both of them. It wasn’t just about the dress—it was about giving them a memory they could cherish.

For my brides, I’ve offered to personally attend their wedding day to help them get dressed and ensure everything fits perfectly and feels just right. It’s my way of showing them that they’re not just a customer—they’re family for the day.

I think what makes these gestures so powerful is that they go beyond the sale. They say, you matter to me, and your moment matters too. And that’s something people never forget.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Darlene James, and I’m the proud owner of Darlafoxx Bridal and Formal, a boutique located in downtown Cleveland that specializes in bridal gowns, prom dresses, and quinceañera gowns. For anyone who hasn’t heard of me or my shop before, I want you to know this first: I don’t just sell dresses—I create unforgettable experiences for the most meaningful moments in people’s lives.

My journey into this industry wasn’t planned—it was born out of personal loss and the need to rediscover purpose. After losing both of my parents to lung cancer and later my younger brother to COVID, I found myself in an incredibly dark and painful place. The shop became my healing space. What started as a business idea turned into something deeply personal. Darlafoxx became my lifeline—and now, it’s become that for so many others too.

I’ve been in this industry for nearly 15 years, and what sets me apart is my emotional investment in every client who walks through my doors. Whether they’re coming in for their dream wedding gown, a once-in-a-lifetime prom look, or a show-stopping quince dress, they get my full heart, my attention to detail, and my promise to treat their special moment like it’s my own. I don’t design gowns—I curate collections from respected designers and pair them with extraordinary customer service, payment plans, and a warm, welcoming space.

At Darlafoxx, I go beyond the expected:

I offer prom send-offs in my shop so girls can celebrate with friends and family before heading to one of the biggest nights of their lives.

I offer on-site bridal dressing assistance—personally helping my brides get into their gowns on the morning of their wedding.

I give my time, my energy, and my heart to ensure that every girl and woman who walks in leaves feeling seen, celebrated, and beautiful.

This business is not about volume or quick sales—it’s about transformation, confidence, and memory-making. What I’m most proud of is the reputation I’ve built—not just as a gown shop, but as a safe space where people feel valued. I’ve cried with moms, hugged excited daughters, and supported women through every emotion you can imagine.

To anyone reading this: I know what it’s like to fight for something you love, to rise from difficulty, and to keep believing when it would be easier to quit. That’s the spirit I bring into my work every day, and that’s what makes Darlafoxx Bridal and Formal different.

If you’re looking for more than just a gown—if you’re looking for a moment, a memory, and someone who truly cares—I’d love to welcome you to my shop.

Can you tell us about a time you’ve had to pivot?

One of the biggest pivots in my life happened when I transitioned from being a competitive endurance athlete to becoming a business owner. For nearly 20 years, I dedicated myself to racing—competing in marathons, duathlons, and century bike rides. I was deeply immersed in that lifestyle. I trained morning, noon, and night, and it gave me structure, confidence, and a powerful sense of identity. I even had the honor of qualifying for and running the Boston Marathon three years in a row and representing Team USA in a duathlon in Italy. It was who I was.

But when I opened Darlafoxx Bridal and Formal, everything changed. Most races happen on weekends—and as any small business owner knows, weekends are everything. I had to make a very difficult decision to stop racing, which was not just a physical shift but an emotional one. Letting go of something that defined me for so long was heartbreaking.

That said, I didn’t let go of the discipline. I continued training, not for medals anymore, but for my own mental health and well-being. Training became how I coped with the stress of entrepreneurship. It reminded me of who I am and what I’m capable of—especially during moments when the future of my business felt uncertain.

That pivot taught me that identity isn’t fixed—it evolves. And while I no longer stand on race podiums, I now celebrate wins in a different way: when a bride says yes to the dress, when a prom girl lights up in the mirror, or when I help someone feel confident for one of life’s biggest milestones.

Pivoting didn’t mean losing who I was—it just meant finding new ways to apply the same passion, drive, and resilience.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

What helped me build my reputation within my market is a combination of genuine care, unwavering consistency, and a deep understanding that this business is about people, not just gowns.

At Darlafoxx Bridal and Formal, I don’t just help clients find dresses—I create memorable experiences around life’s most meaningful moments. Whether it’s a bride preparing for her wedding day, a teenager going to prom, or a young woman celebrating her quinceañera, I treat every appointment like it’s the most important one I’ve ever had.

I’ve built a reputation by showing up—fully and authentically—for each client. I offer things many others don’t: prom send-offs inside my shop, personal assistance for brides on their wedding day, flexible payment plans, and a warm, judgment-free atmosphere. I take pride in making everyone feel welcome, seen, and celebrated.

Consistency also played a huge role. Before I became a business owner, I trained as an endurance athlete. I spent nearly 20 years competing in marathons, duathlons, and bike races. That lifestyle taught me how to push through when things are hard, how to stay disciplined, and how to keep showing up—even when results aren’t immediate. That same mindset carries over into how I run my business.

At the end of the day, what’s built my reputation is heart. People know I go above and beyond—not just because it’s good business, but because I truly love what I do and care deeply about every client who walks through my doors.

Contact Info:

• Website: https://www.darlafoxx.net
• Instagram: darlafoxxdbridalandformal
• Facebook: darlafoxxdbridalandformal
• Other: tiktok
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Image Credits

Jackie Bertolette
Kylene Dorthea Photography