The empress of tunics and totes, aka socialite designer Tory Burch (www.toryburch.com) wowed the ladies who lunch at the Short Hills Neiman Marcus (www.neimanmarcus.com) last week. The store hosted a sold-out midday fete for the popular designer to tout her spring and summer line.

The Burch style, classic and bohemian, resonates for women of all shapes. The “it” tunic for summer is a bold navy signature-geometric print that goes from pool to party. Fashion wags call the look “Hampton Cottage”—but don’t be afraid to wear it down the Shore.

The other Burch signature look is the cap-sleeved sequined cocktail dress, worn by the likes of Hillary Duff, Catherine Zeta Jones, and Fergie. New this summer is the navy version.

Why the buzz over Burch? Her recent romantic linkage to Lance Armstrong feeds the gossip news cycles. But for those who Shop For A Living, it’s about the clothes—and accessories, stupid.

She uses the word “easy” to describe her look: dresses that are easy to wear, colors (navy, beige and white) that are easy to combine. The styles are for women of all ages and are kinder to their figures than many designers.

Her Burch ballet flats are red hot. The handbag line—featuring the patent leather Tory tote—is a summer staple. And the pricing, comparatively speaking, is easier on the wallet.

That’s the Tory story. If you want to hear it tell it, click on the picture of her and watch the video. Tory Burch is not a person of many words, but when she speaks…the ladies who lunch listen.