September 10, 2012 04:30 PM

Courtesy Rachel Zoe

As if Rachel Zoe didn’t have enough on her plate — a clothing line, season five of The Rachel Zoe Project, motherhood — the fashionista is embarking on a new, different endeavor: she’s opening a salon.

DreamDry, which will open in New York City’s Flatiron neighborhood later this year, is the brainchild of Zoe and former CAA agent Robin Moraetes. The salon will boast what Zoe says are “unprecedented, highly personalized services,” leading to the “ultimate blowout.”

“Hair is the perfect way to reflect your personal style — it’s such an important component of creating and completing your look,” Zoe tells PEOPLE. “To me, hair should be considered an accessory — it changes by event, season, mood. With DreamDry, we are creating a place where women can go to ensure that their hair is consistently as stylish and chic as they are.”

Though she’ll face lots of competition from local salons and established spots like Drybar and Blow, Zoe says her salon will “take the blow-dry concept to the next level. We’re in the final stages of developing some amazing programs and technologies that will be totally unique to the overall DreamDry experience.”

After the first DreamDry opens, Zoe and Moraetes plan to expand their business throughout the Big Apple and beyond. “New York is my home and the fashion capital of the world — we couldn’t imagine a better place to put our first DreamDry salon,” Zoe says. “But we’re not stopping here.”

–Kate Hogan


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