Fresh out of fashion school, Paulette Martsolf started designing pajamas. Today her business has evolved into a go-to boutique of day and evening wear, special occasion dresses and casual clothes for women 50 and older looking for just the right style for their age. Martsolf opened her Snider Plaza store Allie-Coosh 18 years ago and is still churning out new lines that fuse chic with comfort. The Newfoundland native lives in Tioga Preston Green, a small pocket of homes just north of Prestonwood Estates.
How did you become interested in fashion?
As a little girl, I was always fascinated by clothes. I made my own doll clothes. I grew up in Newfoundland and never thought it would be a path I’d pursue. I moved to Toronto, Canada, which has great design schools. So, I decided to go back to school. For me, it was like life began at that point. I graduated, spent a summer in Paris and then started a line of pajamas.
Why pajamas?
I was living in Canada at the time, and I was always cold. Nobody did any pretty pajamas that were warm. So, I designed a line that was cozy, comfortable and pretty. And my clients loved it. It was a different take on what was out there in the market. It was something I wanted for myself. When I moved to Dallas and opened my shop in Snider Plaza, I moved into day wear. Now, I’m diverse in evening, casual and special occasion. The pajamas kind of disappeared.
Whom are your designs geared toward?
The majority of my clientele is 50 and up. They are looking for beautiful clothes that are feminine and age-appropriate. They want to look chic, put-together and with a touch of the trend. They don’t want to dress like their 20-year-old daughters. A lot of the ladies are in that period where they’re not sure how they should be dressing.
Photo by Benjamin Hager
What inspired your fall line?
I do two distinct seasons — spring/summer and fall/winter. I use a signature fabric that is the building block for the wardrobe. It’s less about the latest trends and more about building your wardrobe and going from one season to the next.
You used to have a shop in Olla Podrida, right?
Yes. I moved into Olla Podrida in 1991 to see if I really liked the idea of retail or if I wanted to stay behind the scenes in the manufacturing part. I loved it. I loved the one-on-one interaction with customers. It was a great way to find out if that was a good fit for me. I decided I wanted my own storefront. I found this great little place in Snider Plaza and opened here in 1993. I was very naïve. It was probably a good thing that I was. I was full of determination, so I just jumped right in. I started with just myself and a seamstress, and it has been an amazing evolution. The people that work here are a family to me.
Tell me about your jewelry line.
I go to the gem and mineral show in Tucson. My husband, he’s now retired, but he used to be a paleontologist. We really like fossils and rocks and natural elements. The last time I went [to the show], I was seeking out raw pieces. We found a resource for what I’m making with mammoth tusks and dinosaur bones. My husband helps drill holes in the items. I didn’t see anyone else doing it this fashion-directed. It’s mostly small, commercial stuff. I’m not sure what’s next for me, but I know I want to continue creating things with fascinating and unusual objects. —Emily Toman
• Stop by Paulette Martsolf’s boutique, Allie-Coosh, on Nov. 17 for a trunk show of special occasion wear, 6726 Snider Plaza. For a closer look at the fall line, visit allie-coosh.com.
