I don’t think I’ll ever shop in a boutique like a normal person again.
After owning one for 13 years, I notice things.
I notice the merchandising. I notice what’s on the first rack when I walk through the door. I notice the brands. I notice whether someone says hello.
And I can almost always tell when the owner is working.
It’s not necessarily because she gives better service. It’s something harder to explain. There’s a different kind of investment in the conversation. She knows why something is there. She knows the story behind it. She wants to know what brought you in.
After three months of wandering through boutiques in Laguna Beach, I’m realizing that may be what I’m looking for now as much as the clothes themselves.
Connection.
The stores that really speak to me now are the ones where I want to linger. I want to talk to the person behind the counter. I want to get in her head a little and understand why she chose this dress, that designer, those earrings. What made the cut and earned a place on her racks?
Maybe that’s the former boutique owner in me. I know how personal a truly curated collection can be. I am going into these stores to be inspired and hoping to find something - a brand, a designer, a style - that I’ve never seen before. Something I wouldn’t find at a department store or scrolling online.
Years before I lived in Laguna, I actually had a favorite boutique here.
Amenah.
It was in the cutest cottage-like space with a bright, well-lit loft upstairs. The clothes were mostly solid colors—lots of black, white and tan—and the pieces were classic, but there was almost always some little detail that made them interesting.
In other words, it was very me.
Over the years I got to know the owner, and Amenah became the store I always visited when I came to Laguna. I didn’t necessarily go looking for anything specific. I wanted to see what she had found.
Amenah isn’t here anymore, but I think I’ve realized that I’m still looking for that feeling when I walk into a boutique.
I want to discover something.
So if you love discovering small boutiques when you travel too, here is my very unofficial guide to the shops I’ve explored during my first three months in Laguna Beach.
M’Lance
I received the exact experience I seek as a former boutique owner. Michelle, the owner, greeted me and started telling me about the clothes—the natural fabrics, the process of making what she calls “high vibration clothing,” the foraging involved and, my favorite part, how she hand dyes the pieces herself.
Her collection is incredibly unique because she makes it all herself.
She started by showing me a wrap skirt and all the different ways I could style it. I bought it.
Then I bought a top. And a dress. And another skirt.
Clearly, connection works on me. 😂
I was in and out of the fitting room while Michelle styled me, and she was even chatting with my husband while I changed. It was fun. I got to know her, I learned about what she creates and why she creates it, and her passion is something I’ll remember.
These clothes have a story. And now I know the woman behind the story.
Urth and Sea
Urth and Sea is a tiny little treasure trove of handmade jewelry with a heavy pearl and seashell theme. The owner is adorable and creates the jewelry herself.
When I stopped in, I was able to hand-select the pearl cross I wanted as well as the chain. Together we figured out the right length, and then she created the necklace for me while I waited.
This is exactly the kind of thing I hope to find when I shop a small boutique. I left with something I couldn’t have just ordered online—and I know who made it.
Shoals Boutique
Shoals is one of the more recent boutiques I’ve stumbled upon, and I loved it right away. It’s a new store owned by a mother and daughter who moved to Laguna from the East Coast.
I liked the vibe as soon as I walked in, but I especially liked the mix of brands. They carry Lilla P, Rails and Velvet—brands I already know and like—and the price point feels right to me. Not too high-end, not too inexpensive, but that sweet spot where I can find something special that I’ll actually wear. I found a fabulous pair of navy pants from Carve Designs, a brand that was new to me. The coordinating navy and white striped tee by Lilla P is perfect for an elevated coastal look.
I had a great first experience talking with the owners, too.
This is one I’m looking forward to going back to.
A Few More Worth Popping Into
Bluebird Mercantile — For elevated brands and local finds
This cute shop aligns with my age and price point. I like that they carry brands like Pistola and Perfect White Tee as well as unique local designer pieces. The selection of readers is extensive and they have a small men’s section.
On my visits, I've had the kind of product conversation I love. I've learned things about the pieces and designers that I wouldn't have known simply by looking at the tag.
Twig — For graphics and recognizable favorites
Twig had lots of great graphic tees and sweatshirts in buttery-soft fabrics from brands I had never heard of. They also carried several Michael Stars pieces which I am a fan of. I walked away with a fun neutral Laguna Beach sweatshirt that will feel comfy and cozy on cool mornings for beach walks.
Stitch & Feather — For the younger, trend-driven shopper
Stitch & Feather is probably the boutique I pop into most often just to see what’s new. They have several California locations, and the Laguna store is cute, bright and always well merchandised. The assortment skews younger than I am, as does the staff, but I still find things that catch my eye. And I certainly don’t object to the complimentary champagne on Saturdays.
This feels more like a polished multi-location boutique than an owner-operated shop, which makes the experience different—but it’s an easy, fun stop when you’re walking around downtown and want to see what’s new.
Summer Snow
Summer Snow is a clean, organized shop with lots of sweaters, cashmere and cozy pieces for cooler weather. If you’re looking for layers—and Laguna evenings can definitely call for them—this is a good one to pop into.
The Shop
The Shop is on Pacific Coast Highway and carries a mix of swimwear, clothing and eyewear. The assortment skews a little younger than what I typically wear, but I’ve still had luck there. I found a great pair of readers, and my daughter found some fun sunglasses. The staff was friendly and helpful, and we had a good experience shopping together.
Covey Gardens
Covey Gardens is a pretty little shop that mixes home goods with a smaller selection of clothing and accessories. I haven’t purchased anything yet, but it’s an enjoyable place to wander through when I’m in the area.
Abode
Abode is more home than fashion, with a beautiful apothecary selection, jewelry and unique finds mixed throughout. The merchandising always catches my eye, and it’s another store I enjoy popping into just to see what’s new.
Marilee’s Swimwear
Marilee’s is packed with swimwear, but there’s much more than swimsuits—bags, hats and lots of clothing, too. The price point is moderate, so it’s a good stop if you’re looking for beachwear or vacation pieces without designer-level prices.
Still on My List
Luna is a boutique I’ve only walked through so far, but I liked what I saw. The pieces felt classic and very wearable, so it’s one I plan to go back to when I have time to really look.
Laguna Supply and Picnic are still on my list. One of these days soon I’m going to make a point of visiting both.
I love knowing the shops in my town. Maybe that’s another thing that never left me after owning a boutique.
And maybe that’s why the connection matters so much to me.
I appreciate it differently now because I know what happens on the other side of the counter.
I know about the boxes that need to be unpacked, the displays that need to be changed, the orders that have to be placed and the long days when hardly anyone walks through the door. I know how personal it can feel when someone loves what you’ve chosen—and how much it means when they decide to buy it.
After 13 years of owning a boutique, I don’t think that part of me is ever going away.
I may not be behind the counter anymore, but I’ll probably always notice who’s standing there.
And when I find a store where I love the clothes, discover something new and connect with the person behind it?
That’s still my favorite way to shop.