Reality TV star and designer, Rachel Zoe, has decided to add Blow Dry Expert to her list of titles. Zoe, the star of The Rachel Zoe Project and designer of a self-titled ready-to-wear line is coming very close to opening the doors to her new styling salon with business partner Robin Moraetes.
DreamDry, in the Flatiron District of NYC, will be a salon without scissors and hair dye, but hair dryers, flat irons and curlers instead. With a mission to “make everyday glamorous” it seems likes the new shop will appeal to those who love DryBar and Blow, but this time with a touch of star power. Despite the competition, Zoe and Moraetes have plans to open not one but two stores in Manhattan.
While her ready-to-wear line continues to collect dust on the racks (re: retailers like Selfridges and Saks are dropping her line), perhaps this will be the turnaround Zoe needs to further the expansion of her empire.