The history of
Rose Costumes
once upon a time
Judy Smith and her business partner, Patsy Moran, founded Rose Costumes, originally named Secondhand Rose after the Barbra Streisand song from the movie Funny Girl, in 1976. The store started in a small 700-square-foot space off Fry Street in Denton, Texas, where they sold vintage clothing, accessories, and furniture. Judy even mended blue jeans in the back room, blending her passion for fashion with practical craftsmansh
In 1987, Rose Costumes relocated to Elm Street, where Judy spent the next 17 years expanding the business. Then, in 2004, the store moved once more to the Stonehill Center near North Loop 288 and Interstate 35. This transition marked a period of growth and change, setting the stage for new directions in the business's journey.
By 2007, Judy Smith's attention shifted from Halloween promotions to marketing to schools involved in one-act play competitions. She found that students often required classic costumes for performances, renting them in large quantities for extended durations. The store itself was transformed into an immersive experience with themed rooms designed by Denton craftsman Mark Holderbaum, each filled with elaborate decor and music to match. Impressively, about 75% of the costumes were handmade by Smith, showcasing her dedication to her craft.
On July 25, 2018, Rose Costumes underwent a transition in leadership when Annemarie Aldrich, the store’s long-time general manager of eight years, became the new owner. Judy Smith officially passed the torch, knowing that Annemarie would preserve the store’s traditions while guiding it into a new chapter.
In 2020, during the COVID-19 pandemic, Rose Costumes adapted by launching "Project Mask Makers," an initiative to produce masks for vulnerable communities. The project united local seamstresses and volunteers who donated fabric, cut patterns, and assembled masks, which were then distributed to medical workers, the Navajo Nation, inmates, and other groups in need.
Additionally, Rose Costumes launched an online shop selling costumes and stage make-up called The Rosè Room, temporarily shifting their business model to meet the challenges of the time.
As live theatre began to make a comeback in 2021, Rose Costumes gradually reopened its doors for private appointments with theater groups, eventually resuming normal operations and welcoming the public without the need for appointments. This steady revival marked a return to form, reconnecting with its core customers and the community it had long served.
In 2024, Rose Costumes made a grand return to the heart of Denton, relocating to a new space on Oak Street, where the former McNeils store was situated. The move was a well-orchestrated event, with months of anticipation and hints dropped to the public before finally transporting over 10,000 costumes and props from the Stonehill Center to their new downtown location, bringing the beloved shop closer to the community once more.
