There have been a lot of changes to Delta's Main Street the past 30 years. But one thing hasn't changed, and that's Tara's presence at 341 Main Street, next door to another Delta mainstay — McKnight's Jewelry.
It's an unlikely success story in many ways. First, owner Laura Tarr Morris was just 20 years old when she went into business for herself. Second, the high-end retail store caters to women who are not only willing to pay a little more for distinctive clothing, they're willing to drive from Montrose or Grand Junction to shop downtown Delta.
Laura was raised in Delta and graduated from Delta High School. Just a year of college convinced her she was wasting her time. Since the age of 10 she had wanted to operate her own store, so, with the help of her parents, Pete and Sandra Tarr, she purchased the building that had housed Remington's, a men's clothing store, for 83 years. She and family members spent the next five months cleaning, painting and refurbishing the building.
The store was named Tara's after one of Laura's favorite movies, "Gone with the Wind." She also liked the fact it was so similar to her last name.
There was one advantage to being so young and still living at home — Laura could survive on $50 a week and reinvest any earnings in the business.
"I never could have done this without my parents and my husband," she says.
Her dedicated, hard-working approach is balanced by her warm, caring attitude. "Be nice" seems like a simple philosophy for anyone in business, but not all business owners are as willing to go out of their way to make sure their customers are satisfied. Laura has always offered extras like alterations, personal shopping and special orders. She'll even deliver to longtime customers in Montrose or Grand Junction. She has built close relationships with many of her customers and misses them when they don't come into the store.
Over the past 30 years, fashion trends have come and gone. Some, like gauchos, are hopefully gone for good, Laura says. Manufacturers have also changed. Looking around the store, she decided K. Bell socks are one of the few items that have been around as long as Tara's.
Collections are grouped by color and manufacturer, making it easy to put together stylish ensembles. Still, Laura says she spends hours planning outfits for fashion shows. Fundraising events in Delta, Ouray and Norwood are one way she can support worthy causes such as libraries, Delta Doves and Altrusa International, while making her product line known to women across the Western Slope.
In addition to women's clothing from Brighton, Tribal and Not Your Daughter's Jeans, Tara's also offers lingerie, accessories, jewelry and gifts. The store is open six days a week.blog comments powered by Disqus