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FeedBoutique Peek: Nonconformist Eco Boutique
Dianna Rowley's Lafayette boutique sells one-of-a-kind items you won't find anywhere else.
A store where you’re encouraged to be yourself.
When Dianna Rowley told her father she wanted to be a dancer when she grew up, he asked her one simple question: “Do you want to be a starving artist?”
Fortunately for Rowley, she was able to sustain a successful career as a professional dancer for 12 years. Her tenure included six years with the NBA, where she danced for the Indiana Pacers and the Golden State Warriors, as well as dancing backup for Will Smith and Montell Jordan, among others. Her success inspired her to open her own dance studio, the Rhythm Room Dance & Movement Studio, in the East Bay nine years ago, and the Nonconformist Eco Boutique followed three years after that.
The Nonconformist, which reopened in its new location six weeks ago, is full of one-of-a-kind styles with Haight-Ashbury flavor, but don’t be fooled: she shops for everything on the east coast—particularly Miami, New York City, and her hometown of Pittsburgh, Pennsylvania—in order to offer her clientele more original, affordable styles.
Appropriately enough, Rowley calls it “a store for starving artists.”
Who you’ll see here: Kids who take Rowley’s dance classes at the Rhythm Room often bring in their parents… and then their parents keep coming back. Generally, the shop caters to women between the ages of 16-80, but they’ve just added a men’s section too. The shop’s also a prime stop for impersonators and festival-goers.
What you can expect to find: Unusual clothing, such as sweaters that have been embellished with bits of fabric from other garments by Urban Renewal, or one-off designer castaway samples; funky jewelry and accessories (ask to see the wraparound “snake” bracelet), and chic shoes, all with incredible markdowns. Seriously: a pair of grey peep-toe ankle boots from the new Jimmy Choo for H&M line will set you back at least $150, but at the Nonconformist, you can grab an equally cute—or even cuter—style for less than fifty bucks.
Mark your calendar: On select Fridays from 4-6 p.m., head to the Nonconformist for happy hour with Rowley and her ‘dancing mannequins’—the hit of last week’s grand opening—to receive fashion tips from visiting designers. Hors d’oeuvres, champagne, a live DJ, and discounts await you. You’re also encouraged to bring an article of clothing—a skirt, a pair of pants, etc.—that you’re having trouble matching, as Rowley’s specialty is putting together fun outfits with hard-to-match pieces.
Current Fashion Friday dates on the schedule are tomorrow, Nov. 20; Nov. 27; and Dec. 4. Keep an eye out for more discounted days, including Senior Citizens’ Day, College Day, Educators’ Day, and ongoing markdowns for union and actors guild members.
The shop also sells tickets for Rhythm Room dance shows, such as the upcoming show on December 13 at Miramonte High School. Call or stop in to reserve your seat!
Posted at 04:51 PM in Diablo Style | Permalink
Reader Comments:
What a fun store for women of all ages -- this is a store where you can find something for yourself, your mother, your daughter or grand-daughter, your sister and your friends. Men are encouraged to shop here for the women in their lives and there are some very handsome neckties. The pricing is affordable and the styling is exciting and unique. Whether you are dramatic, casual, traditional, romantic, exotic, theatrical,or romantic, you can find something to express your individuality. This is not a place for a conservative business wardrobe but you might find some interesting jewelry or a handbag or accessory (or even a bra to go under the suit) to express your individuality. Definitely a place to find a great outfit to wear to a party, an evening out, a brunch, a luncheon, a vacation, or to the grocery store. You will be the only one of a kind in town and you might even learn a great dance move! There is comfortable seating at the back of the store for waiting while your shopping companion changes clothes or accessorizes their outfit.