Mar 02 , 2021


If it wasn’t for accidentally walking down the wrong street in Los Angeles in 2015, LaToya Rozof’s dress shop might not exist.

The Olathe boutique owner studied fashion merchandising and business at Kansas State before working in human resources for fourteen years. She was in LA, where her husband is from, exploring the Garment District when she inadvertently ended up on a wholesale block. She was mesmerized by the sheer amount of clothing available.

“I came home and started researching and ended up getting my wholesale license so I could buy,” she says. “However, I couldn’t figure out what I wanted to do with it. I knew I wanted a boutique, but I didn’t know what kind of clothes I wanted to sell.” We chatted with her about her backward journey to running her dress shop, 79Roze, which caters to curvy women—or as she says, curvy divas.

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