Anniston, AL – In the heart of downtown Anniston, Rosa Lee’s Boutique stands as a testament to perseverance, creativity, and community impact. At the helm is owner Dara Murphy, a dynamic entrepreneur who has come full circle—operating her successful boutique in the very location where she landed her first job at Couch’s Jewelers. Dara credits Mrs. Couch for instilling in her a passion for sales and business that has carried through her career.
Located at 11 E 10th Street, Rosa Lee’s resides in a beautifully preserved historic building, but the charm doesn’t stop at the door. Dara and her dedicated team create an atmosphere where everyone is welcomed with kindness and respect, truly living by the golden rule. Whether it’s a first-time visitor or a loyal repeat customer, everyone is treated like family.
Dara is not only a retailer but a creator. She designs and crafts her own jewelry line, which complements a curated selection of clothing and accessories from well-loved brands such as Wrangler and Judy Blue. With a thriving customer base, Rosa Lee’s ships products to clients around the world, proving that small-town style can have a global reach.
Her journey is one of inspiration—from a chance meeting in a New York City Starbucks in 2013 with the store’s namesake to going viral during Facebook Live sales events. Dara continues to uplift and inspire everyone she encounters.
One of Dara’s most heartfelt initiatives is The White Bag Project, which launches with a special open house on November 2, 2025. This seasonal outreach partners with clients nationwide to bless 50 to 100 individuals in need during the Christmas season, reflecting Dara’s deep commitment to giving back.
Anniston native and boutique team member Abby Kazanjian summed it up best, describing Dara as someone who “embodies grace and godliness.”
