Armani, Versace, Michael Kors, Ellen Tracy, Dolce and Gabbana – no, it is not a runway line-up for New York fashion week. It is the store inventory for Savvy on a Shoestring.

Mother and daughter duo Danni Palmore and Erika Jones opened Savvy on a Shoestring in November 2007. Since then, each Saturday has brought fashionistas from near and far into the little hidden gem off of High St.

“We have a lot of regular local customers who come in,” says Danni. “We actually have many out-of-town customers. Columbus is spoiled with a lot of shopping opportunities so we really benefit from that.”

Arguably, the customers are the most spoiled when they enter Savvy. Inside, they are greeted with the welcoming sight of glistening rhinestone detail on Dior sunglasses and gleaming black patent Betsey Johnson totes. The aroma of suede and leather handbags fills the air. With sizes ranging from petite to plus in denim to designer dresses, it is a shopper’s paradise. But, what is more “appealing” than the Fendi purses lining the walls – the price tags.

Savvy on a Shoestring offers authentic high-end clothing and accessories at discount prices 50% to 70% off: outrageous deals such as a $400 Valentino skirt marked down to $40. Bargain shopping however, is a game of luck. “Sometimes when you come in you find nothing,” Danni explains. And then, triumphantly holding up a pair of Gucci rainboots, “Other times, you find treasures.”

Whether it be a designer metallic raincoat or clean-cut business blazer, Savvy on a Shoestring boasts the hottest fashion by today’s most in-demand designers. While you can find designers for low prices at big name stores such as TJ Maxx, Savvy showcases items unique from the mainstream retail circuit. Danni explains that the European designer clothing is the element that makes Savvy special.

“A lot of clothes today look uniform,” says Danni. “You can find the same type of outfit anywhere and spend either a lot or a little on it. But it is still the same look. The European look stands out and customers tend to gravitate toward it. I personally love European clothing because of the cut, the fabric, and attention to detail.”




Danni ventured to the Short North after living off the infamous “Magnificent Mile” of downtown Chicago. Discouraged with the outrageously high prices in the windy city, Danni came to Columbus to open up her own shop, offering the fashion she loved at prices everyone could afford.

“I had been to the Gallery Hops and saw this would be a great place to open up a store because of the community, great walking traffic, and the style of the Short North,” says Danni.

Danni creatively coined the Short North’s style along with her mission statement in her store name. “Savvy means to be on the edge, to look at things differently,” says Danni. “It is a sense of style – to look savvy. ‘Savvy on a Shoestring’ means to look stylish without that large cost.”

Whatever your reason for shopping, Savvy on a Shoestring’s incredible price discounts on designer clothes will certainly inspire an impulse buy. Danni advises first-time customers to take the time to browse Savvy’s racks but to, above all, enjoy the high-end atmosphere.

“Have an open mind,” says Danni. “This is a place where you can find treasures but you must be open to the styles, selection, and sizes. You just have be open minded, try things on, and have fun!”

Savvy on a Shoestring will be open late for Gallery Hops and will feature two big sales this year that a Short North stylista cannot miss: Savvy’s “March Madness” sale has almost all of its clothing marked down to $5 to $50 dollars. The August “Rack Attack” sale will have the same mark downs.

 by Holly Beach