The Toni story begins in 1974 – when fresh out of school – Toni opened her first store.

The store catered to career women who were looking for better quality, fashion forward clothing co-ordinates. Toni’s acute fashion sense and the special attention given to each customer brought immediate success.

From the beginning, Toni had learned always to follow her customer’s lead. Often there were requests for the same quality and style of clothing available but in larger sizes.

Thus in 1992, the launch of the Toni Plus concept, based on the same guiding principles of unsurpassed customer service and "fashion with a twist” – available in sizes 14 – 22.

Toni believes her success is based on her initial "naiveness” in plus-sizes. She recalls those old-fashioned do’s and don’ts that for years haunted larger women, never entered her mind, "I didn’t set paramet ... Read more »