When Danielle Case embarked on a shopping trip to the mall with her sisters in 2009, she didn’t know it would lead to an epiphany about the fashion choices available in her hometown. “Being from Dahlonega, a college town, there was no clothing store there for the college girls,” said Case, the vice president and creative director of Dress Up. “I said ‘The girls up there need somewhere to shop.’” The idea for a store that sold affordable, good quality clothing geared toward young women would eventually become Dress Up, the colorful clothing boutique anchoring a corner of the downtown Gainesville square.