TOTALLY TORY: Tory Burch and Fiona Marin had a full house on Sunday afternoon to celebrate the opening of their Tory store on Elizabeth Street. Samantha Boardman was the first one to arrive, and the stars of the social set trooped in all afternoon. Jennifer Creel, Gigi Mortimer, Eva Lorenzotti, Rena Sindi, Beth Rudin DeWoody, Jeanne Rohatyn and Jamee and Sam Gregory all snapped up cashmere sweaters, caftans, trenchcoats — even dickies.

And just how would Marin and Burch keep their ladies from buying the same things? “Good question,” said Burch, marveling at the fray.The place was such a madhouse that Burch’s whole family pitched in. As her stepdaughters quickly restocked the almost-sold-out store, her mother, Reva Robinson, helped customers. “I love being a salesgirl,” Robinson told her daughter. By Monday, Burch and Marin were already onto their next project: fall.

This story first appeared in the February 10, 2004 issue of WWD. Subscribe Today.

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