You’re busy AF, you want to look absolutely amazing and magnetic but not over the top, you want to try new outfits and vibes all the time without spending all your money or time doing it, you want to slay the business meeting AND the theme party AND the bodega run, you would love leveling up your looks with some sweet easily-accessible stylist support, you are flabbergasted that there are no clothing stores open at night and would love to shop outside normal retail hours in a non-retaily kinda way, you’re somehow both very bored and very overwhelmed with the state of your closet, your “giveaway tote” has been lurking in the corner for six months, your cute denim upcycling concept is lingering lavishly on MaybeSomeday Island along with your raging rebel rockstar dreams, you’re low key torn up about your contribution to the fast fashion machine that is actively destroying the planet….. and at the end of the day you honestly kinda miss being 5 and just really want to play dress up in a magical make believe land with friends all day!!!!
Well it’s time to make…. BELIEVE. (And then believe bigger.)
All this free will you have, planted with intention right here in the cauldron of the greatest most creative city in the world, here to satisfy your deep longing for novelty and play and dopamine for the little girl who never grew up. absolute most fun possible while doing it…. Ask yourself: ARE YOU DRESSING THE PART??!?!?
Welcome to Before & Afters.
Helloooo love, I’m Michelle Joni!
I’ve lived in New York City for 15 years and I’ve been throwing myself singularly into the wild whirlwind of nightlife culture for about sets, entire basement and two storage units combined, but never wanting to sell, swap, say goodbye to a damn thing, or have to stop myself from acquiring more and more amazing clothing for any reason whatsoever…… I desperately needed a solution to save my space, my sanity, and my sartorial soul!
JONI’S DRESS UP BOX IS HERE. <3
Not just to solve my silly avoidable problem…
But to do something bigger: ious symphony of SOLUTIONS! Solutions wrought through my cumbersome commitment to clothing, the brave baby steps I took along the way to expand my comfort zone inch by inch. Solutions to problems I wouldn’t have known existed if not for my self inflicted regimen of self-development mixed with passionate public shenanigans where I was pushed to discover just how much clothing, adornment, and dressing up really does matter… if you let it!
How we do it
Before & Afters (Flagship)
Tucked away at 222 Bogart St in Brooklyn, our 24-hour flagship houses clothing operations and primary Dress Up collection.
- Access to clothes after other stores close — and before they open.
- A portal for getting-ready, afters programming, and intentional play.
- Creative organization + rotation systems designed for NYC life.
Dorothy the Dress Up Bus
Dorothy is our mobile extension — distributing dream dress-up options across NYC.
- From shelters and schools to street-corner surprises.
- On-call help for members: deliveries, last-minute essentials, donation pickup.
- Built to support brains, heart, courage — and outfits.
The Isle of Check Meowt
Our for-sale essentials & delights — the little things that complete the look.
- Stockings, socks, undies, accessories, gifts, last-minute add-ons.
- Low prices, high dopamine — many items are 1 Glitcoin for members.
Spritz and Sparkle Station
Beauty and hygiene essentials for quick fixes or full party prep.
- Makeup, hair supplies, sparkles, fragrance, deodorant, wipes, dental care.
- DIY anytime, or get help from in-house / featured artists.
Ready to play?
If you feel the call, you're already part of it.
Enter to build your profile and start exploring.