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A beloved Virginia Highland boutique is getting a fresh new chapter. Dakota J’s, a neighborhood staple for nearly 30 years, is now under the ownership of Casey Paller, a local with fashion, entrepreneurship, and a love for VaHi in her DNA.
Founded in 1996 by Terri Hill, Dakota J’s quickly became known for its eclectic, colorful clothing and welcoming atmosphere. Named after Terri’s children, Dakota and Jordan, the boutique has been a place where local high schoolers find their perfect homecoming dresses, trendy neighborhood moms spruce up their wardrobes, and fashion-loving visitors from all over Atlanta discover unique pieces from both small designers and national brands.
Terri and longtime manager Jennifer, aka “Jen,” dedicated their careers to fostering a fun place to shop, but also be a community hub. This summer, the community celebrated both Terri and Jen with two special send-offs. Terri’s retirement party on June 1 was filled with cake, refreshments, and plenty of heartfelt memories. Jennifer’s farewell on August 31 celebrated her 29 years at the store, honoring decades of dedication. As customer Jaya Sona put it, Dakota J’s has touched countless lives and created cherished memories in “the cutest clothes.”
Jennifer reflected on her time at the boutique and the transition to Casey, sharing gratitude for the customers who “became family” and pride that Dakota J’s will continue to thrive under Casey’s care, keeping their legacy of love and style in “perfect hands.”
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Casey’s connection to fashion and entrepreneurship is in her DNA. She studied it, designed clothes, worked in costumes for film, and even created custom pieces for professionals. When the opportunity arose to take over Dakota J’s, it felt like the perfect next step.
"The store has been a staple in Atlanta for almost 30 years, and I saw an opportunity to keep its heart while giving it new life," Casey says. "I wanted a place that was mine—where women can come in, feel great about themselves, and have fun shopping in a space that's warm and welcoming."
Being a lifelong Virginia Highland resident makes this new chapter especially meaningful. Casey describes it as coming full-circle, owning a boutique right in the middle of the streets where she grew up. For her, it’s not just about running a store; it’s about giving back to a community that shaped her.
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Casey’s connection to the neighborhood runs even deeper. Her father, Mike Paller, a lifelong Virginia Highland resident, owns Atlanta Pro Bikes just across the street from Dakota J’s. Since opening in 2014, the bike shop has become a community hub, much like the boutique. Two local businesses, two generations, and one beloved community make for a unique family connection in Virginia Highland.
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Under Casey’s ownership, Dakota J’s is keeping its signature girly, chic, and boho style while introducing fresh ideas. Shoppers can expect new local designers and creative events like charm bracelet making workshops. Casey hopes the boutique will remain a place where everyone is welcomed in and leaves with something special.
Dakota J’s may have a new owner, but its heart remains the same: vibrant, stylish, and deeply rooted in Virginia Highland.
