He describes his shop as an "eclectic, artsy, New York, rock 'n' roll-style boutique."
Gabe Murray opened Ruho Lmt., a clothing store in the Carson Mall, about a month ago, offering everything from jewelry and vintage clothing to his own custom-designed gowns and everyday wear.
"I do alterations and I design regular clothing and evening gowns, so if you bring in a photo of what you want, I can recreate it for you," Murray said. "I eventually want to grow my designs into a full-fledged line."
Murray also has a collection he doesn't normally keep out on the floor which he brings out only for special events.
He recently rented a Chanel and a Dior gown from that collection to Rachel Zoe, stylist to the stars who hosts a Bravo reality television series, "The Rachel Zoe Project."
Sundays are consignment days from noon to 6 p.m., when people can bring in merchandise, he said.
"I like to see current trendy merchandise or vintage clothing in perfect condition," he said.
He likes to keep his prices as low as possible - a beautiful sequined gown, for example, was priced at $13.
"The rent is reasonable here, so I'm able to keep my costs reasonable. Where I make my money is off my custom designs," he said.
Murray said his design sense came naturally. He was visual manager for Nordstroms on the East Coast for 10 years, and operated his other Ruho Lmt. shop in Detroit for 10 years before losing everything in a fire in 2007.
"It was hard, but it opened my eyes to do something different," he said.
He and his mother eventually moved to Carson City to be near his aunt, and Murray decided to give his business another chance.
"We've got a lot of customers coming in now," he said.
Murray has met with much success since heading west. He does the majority of the costuming for the Horizon Casino Resort's Carnival Cabaret at South Lake Tahoe.
"I dress Gypsy, the host of the show," he said.
"My designs range from everyday clothing to gowns, depending on what fabric I find," Murray said. "I like to play with the fabric and see how it lays so I can actually see what it can do. It's like it's speaking to me."
Murray believes in supporting local artists so he offers some of their merchandise in his store. Shoppers will find handmade silver and turquoise jewelry by Two Arrows, as well as creations by other artists, including charcoal portraits of John Wayne.
Additionally, he brings bands and comedians in for shows every weekend. Performances last an hour and start at about 7 p.m. Fridays and at 1 p.m. on Saturdays.
"You can hear anything from acoustic folk to rock 'n' roll," he said.
But his interests aren't limited to textiles.
Murray also has a production company, "Nitelife Productions," producing shows and special events.
"I'm trying to build my events company into a full-fledged modeling and talent agency," he said.
His current event is a big fashion show today to be held at 6:30 p.m. in the main court of the Carson Mall, featuring merchandise from his store, as well as clothing from the Lane Bryant Outlet, for which he works part time.