Q&A With Dana Norrell of Stripe


When Dana Norrell and the store she co-owns, Stripe, came on the scene in Santa Cruz in 2009, the fashion landscape changed. Norrell introduced a new aesthetic to town—her store reminds me of what it'd be like if Anthropologie had a half-sister. Serving as co-owner/buyer, Norrell and her team have expanded and opened a second storefront for men, with their women's store still thriving as a favorite place to shop in Santa Cruz. 

Here, The Penny Rose catches up with Norrell to talk about what inspires her in the fashion and beauty world.

How would you describe the style of the store?
Clean lines and simple clothing amongst an eclectic and visually stimulating and evolving retail environment. 

How would you describe your personal style?
I always say I'm "Plain Jane." I love neutrals, classic shapes, a girl next door look.

What’s your favorite brand of denim?
Citizens of Humanity, J brand and Level 99. 

What fashion designer (or beauty brand) are you eyeing right now?
I have to admit that I'm always watching what Mary Kate and Ashley Olsen are up to. Between Elizabeth and James, The Row, and their own personal style, they are so incredibly talented. I love seeing what pieces they're creating and mixing in with vintage pieces to create of the moment and future trends.

What’s your favorite skin care item?
Epicuren Facial Emulsion Enzyme Moisturizer. 

What fashion tip would you give to someone for the upcoming season?
Have fun and be brave with color! I'm definitely embracing all of the upcoming colors, prints and textures.

If money were no object, what spa or beauty treatment/service would you be addicted to?
Facials and massages.

On occasions where you need to get ready in a rush, what is your quick ‘n’ easy beauty routine?
I curl my eyelashes and go!

What is the most unusual or surprising beauty product in your arsenal? 
Purple mascara! I am obsessed with the plum mascara from Benefit.

What beauty products would we find in your purse?
Lip balms galore.

You’re traveling, and can only bring one bag: what favorite beauty/fashion items stay home, and what must go with?
I must bring my Epicuren moisturizer, eyelash curler, and baby wipes for freshening up my face throughout the day. Can't be caught without the essentials: black maxi dress, sandals, blazer, black skinnies, white tee shirt, and beige cardigan. Works for most occasions and transitions from day to evening seamlessly. 

Mani or pedi?

Lip gloss or lip balm?
Lip balm.

Heels, flats, or boots?