This paper presents findings about factors parents consider when choosing schools in the new educational market in Dushanbe, Tajikistan. The economic and political chaos of the early independence period led to greater differentiation between public schools. Policies were enacted that encouraged the growth of private schools and fee-charging specialized public schools (lyceums and gymnasiums). In this paper, I first outline some of the causes for the growth of diversity among schools. I then present results about the factors that parents in Dushanbe weigh when deciding among schools. I find that parents utilize a complex matrix of factors--school location, child aptitude, child's gender, and school quality--in making their decisions. Surprisingly, cost is not at the forefront of the decision matrix as most parents make choices that are comfortably in their range of affordability.