Edit ModuleShow Tags

Photo courtesy of RĂ³


It was a full house at the Ró rebranding/launch party this past Friday night. The popular Elmwood store was packed full of loyal customers, family members, and friends. It’s safe to say that the Ró family is multiplying with new admirers of their recently added resident designers, Sean Wrafter of Wrafterbuilt and Michael Neffke of Michael Neffke Designs. Ró, formerly known as Reimagine, began as a boutique focused on providing a selection of handpicked vintage items, as well as refurbished vintage furniture. The owners, Hayley Janecki and Cortney Morrison-Taylor, have been in business together for three years now, and they individually possess a strong design point of view that works together in a very complementary way. Over time, this synergy has evolved and so has the creative energy of their store. With their initial vision being one of ethical innovation, they have moved past selling vintage items alone right into modern, by way of promoting local designers like Wrafter and Neffke who use reclaimed materials.

To take a brand that has established itself and turn it into a stronger and revised version of its initial concept is not an easy thing to do. It requires courage to change something that is already successful. In doing just that, Ró has considered their entire brand identity. From the curation of the product they sell to the way in which they sell it, the Ró team has developed a new and ocmplete brand experience for their customer. Overall, this is a textbook example of a successful re-branding that any entrepreneur, budding or established, can appreciate.

Stop into the store, or check out their new website. This Elmwood shop is one to keep an eye on.


732 Elmwood Ave., Buffalo



Spree's Style Council welcomes Molly Hoetlke to our blogging team. Hoetlke is an accomplished fashion stylist. She was recently featured in our March 2013 issue as an up-and-coming local designer, for her soon to be released ready-to-wear collection, Once Vintage. Stay tuned to Spree for all the latest trends, designer spotlights, fashion events, and more.

Erin Habes, Contributing Fashion Editor

Edit ModuleShow Tags

Recommended Reads