Eight-year-old Lauren Reyna has fun picking out jewelry at the Dots Grand Opening Fashion Party at 11643 Bandera Road the evening of Nov. 13 while her mother waits in line to check out. Dots specializes in a broad range of sizes, good quality merchandise and low prices. Photo by Marvin Pfeiffer

The scene outside the new Dots store in the Bandera Pointe Shopping Center looked more like a scene from New York Fashion Week than a women's retail store opening.

Colorful lights flashed from a DJ booth pumping dance tracks while women stood in a line that snaked to the end of the shopping center.

Inside, employees were dancing with shoppers at the grand opening event from 6 to 9 p.m.

“I'm here because of that noise,” one shopper joked, pointing to the DJ booth. “I was at the Christian bookstore next door, and all I could hear was the music. (But) the prices are right.”

Dots originated in 1987 in Ohio as a store called Bobbi Gee, which served both men and women. Eventually, the store marketed solely to women, focusing on providing quality brands, such as Angel or Paris Blue, at low prices. Every piece at Dots is marked under $25. Customers can purchase T-shirts for as low as $6 and dress pants for $15.

“I don't think a lot of women know about a place where you can find high fashion at such a cheap price,” Alexis Castro, sales associate said. “We've got everything from athletics to causal fashion.”

The shop's main target is women 18 to 25 and offers clothing in four categories: active wear, club wear, professional wear and causal wear. In addition, Dots sells handbags, undergarments, jewelry and shoes.

“We call them our diva group,” Samantha Martinez, Dots store opener, said. “A diva is a woman who is confident and trendy. It could be anyone — a single mom, a student. We think of women as fresh and exciting, and that's what we try to provide our customers.”

Women of all ages mingled at the Dots opening.

While there are other Dots locations in San Antonio, Martinez said the Bandera location was a special concept store designed by a panel of customers.

“From our music to the color palette of the store, it's all what the women wanted,” Martinez said. “We provide what they want. Customer service is our primary goal. We try to keep that boutique feel for every woman that walks in. We want them to feel catered to.”

A unique thing about the Dots store is that it offers sizes 0 to 24 in all the pieces, not just a select few. Martinez noted it was important that the plus-size pieces cost the same as the junior pieces, since many plus-size stores can be expensive.

“We want to offer the same shirt for a junior in plus size,” Martinez said. “Plus-size women tend to feel they are restricted to jeans and T-shirts, but not here. If we have skinny jeans or leggings for a junior size, we have it for plus size.”

Many women at the opening were searching for everything from lower priced work tops and pants to handbags and shoes. Mothers were there towing along their daughters while couples perused outfits for upcoming holiday events.

“(Dots) is my favorite store,” said longtime shopper Ally, who declined to give her last name. “I've made friends with a lot of the associates here. I like the price and fashion.”

Dots is located at 11643 Bandera Road in the Bandera Pointe Shopping Center. Hours of operation are 10 a.m. to 9 p.m. Monday through Friday, 10 a.m. to 8 p.m. Saturday and noon to 6 p.m. Sunday. For more information, call 520-8822.