Ribbon-Cutting Ceremony At Pretty On Purpose

Adds To Downtown Vineland’s Health And Beauty Business Mix

A formal grand opening and ribbon-cutting ceremony that recently took place in downtown Vineland adds to The Ave as a destination for women’s health and beauty.

The ceremony, organized by Main Street Vineland, took place at Pretty On Purpose, at 744 E. Landis Ave. Representatives from Main Street Vineland, as well as city, county, and state officials, attended.

The store is the result of a dream that owner Soroya’ Crawford had to open a chain of one-stop pretty shops for women, in her words, “promoting equality of all kinds of women starting with the first one being in my hometown. In these chains of pretty spots there would be clothes, jewelry, shoes, wigs, eye lashes, and so much more to make sure when every woman left the store, they felt ‘Pretty On Purpose.'”

“Downtown Vineland—The Ave—has a growing mix of health and beauty businesses and is a great add to our beauty businesses for women,” said Main Street Vineland Executive Director Russell Swanson. “It helps to make The Ave a destination for women who want to look their best.”

Main Street Vineland Associate Director and Business Development Director Robert Scarpa sees businesses like Pretty On Purpose as adding to the health business climate of The Ave.

“More and more businesses, both new and established, are finding The Ave an attractive and profitable location to locate, or relocate,” Scarpa said. “This business is testimony to that. Our aims are to help existing businesses stay successful and viable and, at the same time, work to bring new businesses to our downtown. Stay tuned for even more success stories.”

New Jersey Senator Michael Testa, who attended the ceremony, also showed strong support.

“It is always good to see businesses open up on The Ave. As a practicing attorney in the downtown with long experience as part of Main Street Vineland, I can attest to the importance that every new business has to the strength and vitality of our downtown,” he said. “You and your sister [co-owner Dayna Thomas] are here manifesting your dream, an especially powerful achievement during these times of COVID. I hope you become mentors to all the young people who are present here.”

The dream that Crawford last December initiated a chain of events that led to the opening of the business.

“I instantly began doing research and putting together a business plan to make my dream come to life. Once the business plan was together, I insisted on speaking with her mother who is also is a multi-business owner to see if my business plan was put together,” Crawford said.

After receiving positive feedback, she excited told her sister her sister about the plan, who shared the excitement and want to be part of the business. Their relationship to encourage each other in all ways that people should. This is to work toward the mail goal—”to uplift women of all shades, sizes, and beauty.

Pretty on Purpose offers clothes from the owner clothing line Pretty On Purpose, wigs from Durejah Rainner, teeth whitening kits from Jasmine Harper, eyelashes from Lanay Taylor and Alexis Butts, DIY bath bombs and jewelry from Rhianna Henry.

Crawford cites the value of finding all your beauty needs in one spot.

“I feel so beautiful after self-care trips to treat myself. However, it’s so inconvenient to go to shop after shop, I would much rather get everything at one store,” she said. “That’s when that lightbulb from my dream went off and I had to bring it to life, and it is now happening.”

What about the future?

“Our plan for the future is to open pretty spots all over the world and continue to make millions of women feel pretty on purpose,” Crawford said.

Crawford and Thomas are also enthusiastic about opening on The Ave.

“Downtown Vineland is so beautiful, but seems to get overlooked, and I am happy to be able to bring some new attention to downtown Vineland with my new shop. Everybody deserves to see the beauty Vineland has to offer.”

For more information on Pretty On Purpose, call them at (856) 575-2072.

For more information on all Main Street Vineland programs, initiatives, and events, call the Main Street Vineland office at 856-794-8653, visit the organization’s website at www.TheAve.biz, or its Facebook page.