Former Frocks Owner Launches New Online Biz



It takes tenacity to make it in the fashion business, whether you’re a designer, a model, a reporter, or a retailer – just to name a few. Through setbacks, relocations, fickle fads, and economic swings, you must push ahead, with one eye firmly focused on the prize. Your goals may shift, may transform in their entirety, but drive and  motivation are constants among those we admire in this crazy industry.


Last December, we were saddened to report the impending closure of Frocks, a two-year-old independent clothing and accessories boutique located on Allen Street in Dallas. This reporter had followed Frocks and its young founder Ashley Omessi since the beginning, from her opening in Addison Circle in 2009, through her move to Uptown in July of 2011.


Citing dwindling capital a contributing factor, Omessi explained on our pre-closure visit to Frocks, “It’s been a good run, and I’ve had a lot of great supporters.”


That day, as she packed boxes and marked down her remaining stock for final sale, she also revealed plans to move to Austin following her boutique’s last days in business. With characteristic optimism, she hinted at the possibility of founding another boutique or business there in the future. Frocks, after all, had gained a loyal following in its solid run, and Omessi, a young fashion-forward shopper herself, had displayed a good eye for selecting merchandise her customers would love.


Now comes the happy news that this fashion entrepreneur has, indeed, launched a new business. After a few months to regroup, Omessi recently debuted Miss Matched, a web-based personal shopping and styling service focused on bridesmaids’ attire.


Operating out of Austin, Omessi’s new online platform allows her to extend her services to clients across the state and beyond via video conferencing and email consulting. Following an initial meeting, establishing the mood, colors, number of bridesmaids, budget, and time frame from the bride-to-be or planner, she gets to work sourcing a selection of dresses and accessories for approval.




As Omessi puts it, “Whether you are a traditional bride, or an ultra-modern, indie bride, we take your taste and create a personalized bridesmaid style.”


Sounds like a valuable resource for a busy bride, who may welcome a little help in the face of so many impending decisions. What’s more, with choices in this particular sector booming (of note, check out the adorable bridesmaid look from BHLDN feature here), a fresh perspective would be a valuable asset in thinking beyond the pale pink sheath cliché.


For more information on Miss Matched, visit And a big congratulations to you, Ashley Omessi, from all of us at DFW Style Daily.



(Photos, credit DFW Style Daily and


Lisa Petty

From current events reporting to celebrity interviews and television appearances, Lisa Petty’s career in journalism is varied and exciting. After contributing to publications including the Dallas Morning News, the Dallas Observer, and the San Antonio Current, Lisa shifted her focus exclusively to fashion in 2010 as Shopping Editor for NBC’s The Feast. Named one of Modern Luxury Dallas’ Fresh Faces of Fashion, Lisa is a member of Fashion Group International, and enjoys both attending and hosting stylish events in the Metroplex. With the launch of DFW Style Daily in July 2011, Lisa brings her trusted reputation in the industry to a unique new outlet for fashion news and commentary.

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