Dara Smith
Who are you?
I’m a Maplewood mom of two, originally from Short Hills, who (despite what my high school self once hoped) made my way back home
in 2021 after years in Nashville, NYC, and Miami. My son is at Delia Bolden, and my daughter is at TSTI.
While I hate the cold more than my Florida-born husband, I really love living here.
Tell us about your business!
Cute as New is a curated children’s resale boutique tucked inside The Co-Lab at South Orange, a retail incubator for small businesses. Through our buy/trade model and like-new quality standards, we make secondhand shopping feel easy, elevated, and approachable for eco-curious families who don’t have the bandwidth for traditional thrifting. We currently dress children ages 0–8, with plans to expand into larger sizes soon, and offer pricing typically 40–80% below retail.
Where did you grow up?
Short Hills, NJ
What did you want to be when you grew up?
An A-list actress, obviously!
What inspired you to start your own business?
It started as a bit of a daydream. I didn’t think I’d actually do it, but I had to take time off from my career as a copywriter and marketing consultant for health reasons, which unexpectedly gave me more time to thrift and think. One day, I shared the idea out loud, and my aunt offered to do it with me. From that point on, I couldn’t be stopped.
How did you find yourself doing this work?
How much time do you have? Just kidding. I started my career in advertising and marketing at companies like Martha Stewart and Hearst, then moved to an agency and later worked in-house before going out on my own. As a marketing consultant, I spent several years working with small businesses and always had the itch to build something of my own. I just didn’t know what. After working with a few sustainability-focused brands, I became more aware of the fashion industry’s overproduction problem. At the same time, many of the solutions didn’t quite fit my lifestyle. Then I had kids and saw firsthand just how much clothing moves through a household. I loved finding secondhand pieces, but the thrifting experience didn’t always match how I like to shop. I kept coming back to the idea of a resale shop that felt more thoughtful, curated, and elevated, something closer to a traditional boutique. That idea eventually became Cute as New.
What did you want to be when you grew up?
An A-list actress, obviously!
What inspired you to start your own business?
It started as a bit of a daydream. I didn’t think I’d actually do it, but I had to take time off from my career as a copywriter and marketing consultant for health reasons, which unexpectedly gave me more time to thrift and think. One day, I shared the idea out loud, and my aunt offered to do it with me. From that point on, I couldn’t be stopped.
How did you find yourself doing this work?
How much time do you have? Just kidding. I started my career in advertising and marketing at companies like Martha Stewart and Hearst, then moved to an agency and later worked in-house before going out on my own. As a marketing consultant, I spent several years working with small businesses and always had the itch to build something of my own. I just didn’t know what. After working with a few sustainability-focused brands, I became more aware of the fashion industry’s overproduction problem. At the same time, many of the solutions didn’t quite fit my lifestyle. Then I had kids and saw firsthand just how much clothing moves through a household. I loved finding secondhand pieces, but the thrifting experience didn’t always match how I like to shop. I kept coming back to the idea of a resale shop that felt more thoughtful, curated, and elevated, something closer to a traditional boutique. That idea eventually became Cute as New.
What's a proud moment in your business journey?
Shooting an NBC entertainment news segment. You can see it here!
What have you learned about yourself since becoming an entrepreneur?
I am a more confident person than I believed. I just needed to figure a few things out first
What are 5 words that describe what you do?
Shopgirl, Curator, Personal Shopper, Brand Builder, Treasure Hunter
What are 3 things that contribute to a successful work day?
Good coffee, good people, and good weather
What's the weirdest thing on your desk right now?
My husband’s cousin’s water bottle. It’s mine now.
What's your go-to celebration meal when you hit a milestone?
Sushi
Paint us a picture of your business journey in five words.
Employee Consultant Dreamer Mom Entrepreneur
Who do you want to be when you grow up?
Happy
What was the last gift you gave someone?
A curated baby basket for a newborn.
Favorite songs to listen to when working?
Lately, it's Supermassive Black Hole by Muse.
A quote you live by
The difference between a good and a bad day is your attitude. Learned this one while serving jury duty.
Do you have a favorite local store or business that you wish more people knew about?
I’m obviously biased, but the Co-Lab. We have so many amazing vendors with the most beautiful products. We just need more people to see them.