By  on March 17, 2011

NEW YORK — Denise Rich’s elegant penthouse apartment at 785 Fifth Avenue here was transformed into an upscale boutique on Wednesday for a private shopping event in association with Americana Manhasset to benefit the Gabrielle’s Angel Foundation for Cancer Research.

Americana Manhasset convinced 10 of its upscale tenants to create mini boutiques in Rich’s home, including Dior, Etro, Fendi, Gucci, Hirshleifers, Louis Vuitton, Michael Kors, Prada, Theyskens’ Theory and Tory Burch. Apparel, shoes, handbags and jewelry were displayed in the massive living room with its views of Central Park, and the dining room. The library was turned into a de facto fitting room-cash wrap station, while a family room on the lower level became the stock area for $2.5 million worth of merchandise, excluding jewelry. Racks of dresses, blouses and coats covered the floor and shoe boxes were piled high to the ceiling. The Americana brought its personal shopper, Danielle Merollo, who counts some of the guests as regular clients. A seamstress with a portable sewing machine was on hand, provided by the Americana.

Rich said she hopes to raise $100,000 for the foundation. The Americana is giving 25 percent of sales to the charity.

Sharon Smith, Lauren Bush’s mother, was watching the informal modeling while Di Petroff and Dori Cooperman checked out the Gucci and Prada. Daniella Rich Kilstock was wearing a black Roland Mouret dress that she had just bought. “My daughters, like the daughter who passed, are all big shoppers,” said Rich, who herself purchased two Etro dresses with matching jackets. “All the trends are here. We get to do pre-shopping. We get to see the spring collections.”

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