In 2006, Shirah opened her boutique,
David Lee's, which is named after her
late father, David Lee Ray. “My plan was
to create a specialty women’s boutique
with many locations; sort of like Cache
or BCBG,” she explained.
David Lee’s initially started as a
casual and semi-casual ladies-only store
with one-of-a-kind pieces. Since the
boutique's opening, the in-demand style
therapist had to combine her fashion
sense with creativity and sharp business
skills. As she explained, “My business is
devoted to helping women explore their
feminine side and advance in style with
tasteful trends and stylish classics.”
Not only did Shirah excel as a
businesswoman, she also became heavily
involved in her community. “I am always
reaching out to sponsor or take part in
charitable activities,” she said.
Shirah enjoys philanthropy so much
that she founded “Couture for a Cause:
Fashion Affair for the Heart.” Since her
father passed away from a heart condition
at the very young age of 40, Shirah made
sure she did something that honored
him, along with giving back to others.
“It’s an annual fashion show that benefits
the American Heart Association,” she
said. The event not only supports a
worthy cause, it also showcases local
fashion designers.
The success of Shirah’s business has
been phenomenal and it can be credited
to her hard work and dedication. But,
like most business ventures, the road was
paved with obstacles along the way.
Only about a year after opening her
shop, Shirah had to deal with an armed
robbery in her store that injured a sales
associate. “I felt so guilty,” said Shirah,
almost in tears. The incident happened
while she was away on a business trip,
seeking to enhance the boutique’s
wardrobe inventory. “It seemed like
something that I would never overcome.
It almost destroyed my spirit,” she added.
The incident didn’t break Shirah, but
it did take a toll on her business at the
time. “My mom is my best friend and
was my accountant at the time. She
didn't feel comfortable returning to the
store until the criminal was found and
convicted,” Shirah said.
Forced to run the store alone, Shirah
added, “I went into that shop every day,
all day. There were days where no one
would walk in the door. And when they
did, they would bring up the incident.” It
all took a toll on Shirah, emotionally and
financially. But she fought back, saying,
“I refused to allow fear to take over the
situation. I'm not a quitter and I'm a firm
believer in the power of prayer."
Shirah knew that if she wanted to
succeed and get her clientele back, she
had to seek guidance. During those
difficult times, Shirah received some
advice that would push her boutique
forward into its next phase.
“One day a friend asked me, ‘Why don’t
you get into formals?’” she recalled. Not
knowing how to fit formal wear into her
store’s inventory, Shirah was uncertain at
first. But rebranding seemed like the one
thing that could save her business.
“I met a young lady by the name of
Ursula who also owned a boutique. I sat
with her, learning the ins and outs of the
formal side of the business,” said Shirah,
“I am grateful that she took the time to
share her knowledge with me.” As time
went on, David Lee's Boutique became
the go-to shop for proms, weddings and
formal events.
After introducing formals, Shirah began
to receive personal styling requests. It
worked hand in hand with the boutique
so it was a smooth transition. Shirah’s
business began to take off and things
went well. She expanded her styling
career to celebrity styling.
She went on to style several TV
reporters including Melanie Hebert
of WWL-TV and Rosa Dee Flores of
WDSU, in addition to such high-profile
personalities as HGTV’s Anicka Jones
Marshall, Shauna Williams and Sheba
Turk. She also performed as a stylist for
the Miss Black Louisiana Organization,
State Director Tiffany Magee and R&B
singer, Princess Denisia. Along with
those, Shirah is also a recurring guest on
“The 504 Show” with Sheba Turk.
Things seemed to be on the up and
up, but she took a hard hit when she
had to close David Lee’s Boutique for
almost two years due to a rental increase
dispute. “Honestly, it was a trying time
for me but it was also a blessing in
disguise,” she now admits.
Shirah opened a new store in
December 2016 and enthusiastically
proclaims, “I love my new location.
It’s bigger, better, and the traffic has
increased substantially.”
Now, Shirah seems to be content
with it all. As a kind soul and a positive
person, Shirah the style therapist truly
knows what it means to live your best
life. She is living proof that striving and
persevering can work. And when asked
her future goals, she summed it up by
saying, “Becoming the best me I can be
in every aspect of my life.
“As a mother, entrepreneur, mentor,
personally, spiritually, you name it...I'd like
to do more television, continue growing
the Couture for a Cause organization, as
well as continue striving to become one
of New Orleans’ most sought-after stylist.
Most of all,
I'm looking
forward to
what God
has in
store.
He
hasn't
failed
me
yet."
PHOTOGRAPHY BY BRITTANY BAHAM
N O V E M B E R / D E C E M B E R 2 0 1 7 breakthrumediamagazine.com | BREAKTHRU MEDIA | 9