Dainty Hooligan was not created by a fashion trained individual with an impressive background & degree, but by a 23 year old Orange County native with a psychology degree & a major addiction to high-end apparel & shoes.
Jessica Issler, founder & CEO, started what she thought would only be a "Healthy Hobby" but soon blossomed into a successful, fast-growing business. All the money she had & didn’t have supported a raging clothing & shoe addiction. With over $40,000 in debt at 21 years old, something needed to change: spending freeze and a get-out-of-debt quick plan. During that time she became friends with clothing showroom reps & owners that sparked an interest to sell high-end, designer apparel on eBay. Within two years of part-time selling on eBay & full time real estate, she opened up her first store "Chrysalis" in Tulsa, OK...wait, what? Oklahoma you say? Raised by a single mother & oldest of three, born & raised California girl, followed her mom and siblings to Oklahoma.
"I thought my mom was crazy to move from California to Oklahoma, I thought there was no way I'd move to Oklahoma...Never say Never!!! People were super friendly, the houses were brand new, affordable & beautiful. Finally debt free Chrysalis Boutique was opened on a tight budget. The meaning behind Chrysalis was Transformation. If I could just get girls & women in my shop, I could make them feel like a million bucks with my merchandise. (I wanted to make these women feel as good as I did when I used to splurge on a vintage Chanel Dress or the latest Louis Vuitton heels but without that 'I got to hide this from my husband' kind of guilt.) I steered away from high-end, not only because I had just gotten out of debt, but the recession hit. Quite frankly I wouldn't have changed a thing about that looking back now. After surviving the first year going into my second year, a bomb was dropped and I found out my mom was diagnosed with terminal cancer. Within 7 weeks she passed away. My very first manager, who is still with company today, Sharon, walked into Chrysalis within weeks of my mother passing said to me ' Hey honey, so anytime you need a break from the shop, I live a mile away, I would love to help if you need it..." This was one of many miracles that I wonder if my mom orchestrated. To this day I am indebted to Sharon, and thanks to her I kept that store open and moved myself and siblings back to California closer to relatives.
In Newport Beach, store number 2, I wanted to come up with a meaningful name... "Dainty Hooligan" was the crowd favorite. I look back at all that has been accomplished and knew the labor was not in vain. I know now that my success can be dedicated to my bad-ass mother."
In 2013, five stores later, www.DaintyHooligan.com is out there for the world to see. Currently Dainty Hooligan has 35 employees and is growing leaps & bounds. Dainty Hooligan has a promise to her customers, buy what you'll wear and feel like a million bucks in it.
"This is only the beginning, I can say in the next year or two (2015/ 2016) there will be some awesome surprises." – Jessica Issler
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You’re a one-of-a-kind girl, and you expect one-of-a-kind clothes. At Dainty Hooligan, we carry a fashion-forward mix of the hottest trends and unique styles. Our trendy women’s boutique carries everything you need to feel like a million bucks every time you get dressed — and at unbeatable prices that make it easy to update your look every season!
Isn’t shopping more fun when you find an incredible selection of the looks you love most? Whether you shop our 5 locations or at our women’s online clothing store, you’ll get the fun and stylish looks that define your personality! Find the perfect dress for graduation, your next party or girls’ night out. Choose a sweet romper for a summertime trip to the beach, or get the easygoing top you want for an afternoon running errands. Dainty Hooligan has it all!
Our women’s and juniors clothing boutique carries:
Have fun shopping at Dainty Hooligan today!