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Beauty Board

Finding perfect party dress might mean renting, not buying

TBO.com Staff
Published:   |   Updated: March 22, 2013 at 12:07 AM

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TAMPA -

Tampa natives Sarah Jon Porecca and Jennifer Rosen turned the dilemma of what to wear into an online business called lendingluxury.com.

Customers can go online, pick out an outfit and have couture delivered to their front door. Part of their collection includes a risqué red dress stars Kristen Stewart and Sarah Hughes wore on the red carpet. It retails for $950 but could be yours - for a few days, at least - for $75.

The new concept came from an age-old predicament, Porecca said.

"Jennifer and I were planning on going out one night and we didn't have anything to wear,'' Porecca said. "We thought, wouldn't it be great to have a company that could rent out dresses so you didn't have to keep them in the back of the closet. We buy the dress at wholesale we rent it out four or five times."

Every dress is dry cleaned and is inspected before being sent to another customer, Porecca said.

Their customers come from Florida to California and they've helped dress women who were vacationing, girls going to high school dances and mother of the brides.

Mayann Applewhite from Tarpon Springs has rented dresses for charity events, weddings and date nights. "Times are tough right now, so it's awesome to get online and order a dress that's in style and wear it out,'' Applewhite said. It can be your little secret or you can tell everybody about it."

Porecca and Rosen say the concept is going so well they hope to open up a store in South Tampa next year. For now, those interested in renting upscale clothing can go online to lendingluxury.com.

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