Carlsbad's
Boutique Boom By
Meredith Watkins • Photos by Sam Wells
As
Carlsbad's Village evolves, small businesses lead the way to a future
filled with fashionable apparel boutiques and chic accessories.
A step back in
time to downtown Carlsbad in the 1920s would place you squarely in the
center of the town’s bustling commerce. From picking up the week’s
supply of bread, eggs and other sundries at the Red & White Market,
to getting a trim and a shave at the barber shop to checking the Post
Office to see if a letter had arrived from some distant relative, First
Street (now State St.) was the hub around which residents’ lives
revolved.
“It was very productive back in the day,” Carlsbad historian
Susan Gutierrez said of the former town center. “It was a real asset
to the town for goods and services, and the theater provided the town’s
entertainment.” But change came in the late ’20s when Coast
Highway was rerouted from State Street to its current location on Carlsbad
Boulevard. Business slowed as the new thoroughfare redirected traffic
one block west.
A cycle of growth and economic downturn marked the following decades.
New businesses in downtown Carlsbad — including a toy store, a wrecking
yard and a liquor store — boosted commerce once again in the 1950s.
Then the new freeway went through and “downtown suffered again,”
stated Gutierrez.
The Twin Inns (now Ocean House) funneled a steady stream of local and
tourist business to the Village in the 1970s and early ’80s. But
by the time it closed its doors in the mid-’80s, the best meal you
could hope for after 7 p.m. was Jack in the Box.
The antiques business boomed in the 1990s, corresponding with the rise
in new home construction. Low rents and plenty of available retail space
attracted antique malls and consignment stores to the area, creating something
of an antiques district in the heart of the Village.
By 2000, downtown Carlsbad — at this point, more of an affectionate
label than an accurate description — struggled to find its identity
in the new millennium. Several antique shops remained, but other spaces
began to open and remain vacant. A few restaurants brought steady clientele,
but the enticement to linger among the shops after dinner waned.
However, in the last five years commerce in Carlsbad’s Village seems
to be gaining momentum. Observing the trend, this slow upswing seems to
be attributed to boutique-style businesses taking up residence along the
downtown streets. From upscale apparel and home decorating to art galleries,
restaurants and day spas, there is a privately owned business specializing
in unique items and services to meet nearly every need of modern-day Carlsbad
residents and visitors.
Lifelong Carlsbad resident Leo Pacheco has shopped, worked or owned in
the Village since his childhood years. He has owned a building on State
Street since the late ’60s and has seen it evolve from a wrecking
yard to auto parts store to antiques store. When the previous tenant left
his street-level space after 10 years, Pacheco took his time before bringing
in a new one.
“I had a vision,” he stated. “I wanted something upscale
that would draw people to downtown Carlsbad every day. I decided to do
a major renovation and keep the space larger, rather than sectioning it
off, to attract the kind of tenant I had in mind.”
In 2004, Jodi and Scott Dickson approached Pacheco with their vision of
an upscale home decorating and furnishings store and “they were
a perfect fit,” he stated. “They bring an understated elegance
and make a great first impression of Carlsbad.”
After some additional renovations on the Dickson’s part, The Poached
Pear opened in 2005, with steadily increasing business to greet them.
“We have done particularly well during tourist season, approximately
May to September.” Jodi Dickson stated. “We’re still
undiscovered to some residents, but that is changing as word of mouth
gets around.”
Dickson stated that upon discovery, customers are both excited about their
find and eager to find more like it in downtown Carlsbad. “I send
business to other local boutiques, because I believe in the neighborhood
and our location. I believe in its potential,” she stated.
The Poached Pear has become a destination in and of itself for many residents.
Its collection of unique dinnerware, stemware, bedding, candles, kitchen
tools and even cookbooks keeps customers browsing for hours before deciding
on the perfect purchase.
Pacheco stated, “I hope other owners see what can be done and follow
suit. The Village is a diamond in the rough, with the potential to be
a center of tourism and everyday shopping — where residents can
spend an entire afternoon and find everything they need all in one place.”
When Mercedes Kuder, co-owner of The M Collection along with Nancy Valenzuela,
opened her doors four years ago, “customers were elated,”
she stated. “There wasn’t really anything like us before then.”
The boutique offers contemporary clothing and accessories for men and
women in an upscale, trendy environment. Whether its the Citizens of Humanity
denim and James Perse tees for the ladies, or the Ben Sherman shirts and
7 For All Mankind jeans for the guys, The M Collection has built its business
on carrying up-to-the-minute fashions and providing excellent customer
service. Kuder will happily call her Encinitas location for a size if
the Carlsbad store has sold out, and her customers — stylish, stay-at-home
moms and fashionable working professionals — have come to depend
on and return for that extra attention.
Kuder stated, “I feel the energy changing here. The town is growing
and developing; I’d like people to see that the Village truly is
a viable area for good business.”
Two newer clothing boutiques, The Den and Anita K, are further testament
to the Village’s evolving face. The Den opened during the 2005 holiday
season in the shops at Village by the Sea on Carlsbad Boulevard. Owner
Mary Belyeu stated, “I knew I wanted to open my store in Carlsbad
from the moment the thought entered my mind. I have lived and worked here
most of my life, and I love the culture and vibe that Carlsbad brings
to SoCal.”
Belyeu tapped into that vibe when deciding on what merchandise to feature
in her boutique. “We try to make sure that we offer lines that are
exclusive to the area, fashion-forward and high in quality. We have many
[customers] saying that they normally drive to L.A. to find similar styles
and lines. We also receive new merchandise consistently, so it makes each
shopping experience unique and fresh,” she stated.
For Belyeu, giving back to the community is as much a motivator as is
running a successful business. “I wanted to be a part of my town’s
development and growth. My husband and his parents have lived here and
been a part of the music scene their entire lives. We now have a 5-year-old
and another boy on the way. We love having the next generation of our
family growing up here and continuing to strengthen our roots here.”
The newest neighbor in the shops at Village by the Sea, Anita K, opened
its doors on November 1 of last year, targeting “modern women”
— typically 30 years and older — with its apparel. Owner Anita
Knight’s business as a jewelry designer and maker frequently brought
her to Los Angeles, where the never-ending parade of chic clothing in
the market showrooms made her wonder “who sells these clothes in
San Diego?” After doing a little research, the two answers she kept
receiving were “nowhere” and “Coronado”.
Deciding North County should be served as well, Knight found her “perfect
location” in Carlsbad (her criteria were to be on a corner, near
a beauty salon and condos, all of which her Village by the Sea location
offers) and set up shop. Offering “attractive clothing for women
of all ages, all of the clothing carried in [our] boutique has been cut
to fit a woman,” Knight stated.
With a premium on reasonable prices, the versatility of the merchandise
and options for women who choose not to dress like Paris Hilton, Knight
has widened her appeal to all levels of shoppers. She also sells her handmade
jewelry — fashioned with vintage Austrian crystals, semi-precious
stones, freshwater pearls and sterling silver — emphasizing the
one-of-a-kind aspect that boutiques capitalize on to present a special
and more appealing alternative to customers who have wearied of mass-produced
lines.
Knight has big hopes when she envisions the future of the Village. “I
like to think of Union Street in San Francisco when I think of the possibilities
of downtown Carlsbad to become a shopping destination,” Knight stated.
“Union Street is even on the maps right in the center of town; we
could definitely have that here.”
Ooh La La, on State Street, has provided boutique-style women’s
clothing to Carlsbad shoppers for years. The store is filled with everything
from velour lounge sets to classy and sexy cocktail dresses. Shoppers
can finish off an outfit here too, with a variety of belts, accessories
and bags to choose from.
Also included in Carlsbad’s boutique boom is relative newcomer to
the Village, Global HeArt, which offers “goddess wear” for
women who like color and comfort from their wardrobe. Located on Grand
Avenue near Roosevelt Street, Tamara Lehualani’s unique store carries
clothing lines from around the world — including India — as
well as shoes and accessories.
“The store has a certain essence and it attracts a certain customer,”
Lehualani stated. “There is a lot of stimulation in the store from
color, but it is very tasteful and not overwhelming.”
Although customers have questioned her location in the Village, many patrons
end up pleasantly surprised to stumble upon the boutique.
“I don’t think people come to the Village to shop and this
is the struggle,” Lehualani voiced.
Widening the Village’s diversity are boutique-style businesses of
varying genres, including Chandler’s, a home decorating store and
art gallery on Grand Avenue near State Street. Before Kathryn Chandler
opened the store a year and a half ago, she made her living as an artist,
painter and jewelry maker.
“I opened the boutique because I like to decorate and I enjoy being
with the public. My store allows me to do both,” she stated. Chandler
also enjoys being among the other village boutiques, which have drawn
more potential customers in her direction.
Once people discover Chandler’s, the variety from which to choose
is vast. From Chandler’s own paintings and eclectic, beaded jewelry,
to home decorating, garden items, clocks, vases and hand-turned bowls,
the store is comparable to a treasure trove of unique finds.
A block’s stroll north on State Street will find you at Le Muse,
a distinct store in which you can find interesting items for the home,
garden or yourself. Darlah Mulloy calls her boutique a “bazaar,”
which accurately describes her inventory: from artwork and iron furnishings
to bamboo, clothing and jewelry - discovering Le Muse’s myriad of
hidden gems could occupy an entire afternoon.
Yet another block away, back in the shops at Village by the Sea, Maria
Hoppe’s home decorating boutique Casamor embraces expert craftsmanship
with a Mexican flavor. Scents of mesquite and perrota wood greet visitors
from the oversized, hand-crafted furniture, while bedding, window treatments,
rugs and scented candles beg to be touched and smelled. It is a sophisticated
South-of-the-Border experience for the senses.
A boutique that has anchored central State Street since 2000 is Madison
Leather. The shop has consistently offered moderate to upscale fashion
and accessories. Specializing in unique handbags, shoes and belts, the
shop features some of the most amazing jewelry designers – both
local and international – and has an entire name brand luggage and
travel division. Owner Irina Rachow, who opened the store in partnership
with her sister Gina Stark, carries upscale brands, such as Brighton (belts,
bags and jewelry) and Donald J. Pliner (shoes), ensuring loyal patronage
from discriminating shoppers. Rachow’s Carlsbad boutique was opened
second to her successful Del Mar store.
“Carlsbad had the glimmerings of charm and a huge amount of potential,
some of which has be realized,” Rachow said.
When
a little pampering is in order, boutique-style salons and spas allow owners
to provide personalized service in a cozy atmosphere. Chizel Hair Salon
occupies a small space on Grand Avenue that owner Tina Blankenship considers
her own slice of heaven. “I think if you have a business in downtown
Carlsbad, you’re lucky. You can put your dream to work in a beautiful
setting,” she stated while looking out her floor-to-ceiling picture
windows at the graceful trees that line the quaint street outside.
“There’s nothing like [the Village] in North County,”
Blankenship stated. “We’re off the beaten path, and it’s
very homey here. And yet, it’s amazing the foot traffic I see going
by, even at night.”
Blankenship realizes that the success of her business also depends on
the success of the other Village businesses. “We do what we can
to see downtown be what it can be. So if we are running late or a client
is early, we’ll send them out to shop in the Village…and they
always come back with something,” she stated.
In addition to Chizel and other hair salons, the Village boasts a few
boutique-style day spas. Michel Petite Spa, on Roosevelt Street, offers
a full menu of massage, facial and nail services. Michelle Fourmont’s
intimate boutique is designed to relax guests from the moment they walk
in the door and are greeted with the soothing scent of lavender. Fourmont
also regularly creates innovative treatments, using seasonal ingredients,
such as the Hot Chocolate Crème Foutettee Body Treat she offered
at Christmastime, ensuring a truly unique and luxurious experience.
Skinsational Spa, located in the Village Faire shopping center, has grown
along with its neighborhood. A little over a year ago, owner Joyce Carboni
moved her spa from its original space on one side of the center to a spot
on the other side that boasts more than double the square feet.
“I know many of the locals who come in by name,” she stated.
“It’s really about building a relationship with our clients.”
It’s also about the services. Skinsational’s menu includes
a wide range of massages, facials and body treatments, as well as four
different kinds of manicures and five varieties of pedicures.
As an additional service to the community, Carboni offers military discounts
and has begun selling apparel from Carlsbad-based companies in her lobby
boutique. Carboni predicts “the Village is going to grow by leaps
and bounds because people like to walk everywhere, and that’s exactly
what they can do here.”
An afternoon of strolling around downtown is bound to stir up an appetite.
Fortunately, boutique-style, owner-run restaurants pepper the streets,
offering a delicious end to a hard day of shopping or a charming spot
to refresh tired legs for a second round. Either way, French bistro Le
Passage will satisfy. Owaned by Michelle Rocca for the past three years,
the restaurant is small, cozy and welcoming.
“There’s a sense of family and community in the Village. It’s
homey,” Rocca stated. “And I think it’s nice when customers
know the owner is here. They know the quality — from the service
to the food — will be higher. You don’t get that with the
big chains.”
The menu at Le Passage does not disappoint, either. From lobster ravioli
to lavender roasted chicken to some of the best mac and cheese ever (it
goes by the pseudonym Baked Macaroni and is crowned with caramelized onions),
any gastronomical craving will be satisfied.
Located in the dead center of State Street, Le Passage unquestionably
benefits from successful neighbors. “It’s better for my business
to have the boutiques coming in,” Rocca stated. “It brings
new life to the Village, and we have so much potential here — it’s
the right amount of growth right now.”
As we enter our seventh year in the new millennium, the picture of our
humble Village by the Sea begins to crystallize as a symbol for what the
future holds. Not surprisingly, the picture is a lovely one, colorful
in its personality and ambitious in its aims. And yet its character remains:
a hopeful mix of gentility and gumption that keeps us coming back for
more. •
Village Boutiques
Anita
K
2744 Carlsbad Blvd.
Suite 100
Telephone: 760.730.0146
Bella Moda Too
2988 State St.
Telephone: 760.729.9877
www.shopbellamoda.com
BGF Boutique
300 Carlsbad Village Drive
Suite 105A
California Wear
3001 Carlsbad Blvd.
Telephone: 760.729.5650
Casamor
2744 Carlsbad Blvd.
Suite 108
Telephone: 760.434.9516
Chandler’s
519 Grand Ave.
Telephone: 760.729.7976
www.kathychandler.com
Clothing Cottage
620 Grand Ave.
Telephone: 760.720.5219
Dana G
549 Grand Ave.
Telephone: 760.729.3401
www.danagboutique.com
The Den
2744 Carlsbad Blvd.
Suite 114
Telephone: 760.729.2080
Ella Grace
300 Village Drive
Suite 105B
Telephone: 760.720.1414
Global Heart
580 Grand Ave.
Suite B
Telephone: 760.730.1858
www.globalheartonline.biz
Janika Designs
2969 State St.
Telephone: 760.729.1840
www.janikadesigns.com
Kobo
2998 State St.
Telephone: 760.729.1290
Le Muse
2787 State St.
Telephone: 760.729.7488
The M Collection
2971 State St.
Telephone: 760.720.1252
Madison Leather
2940 State St.
Telephone: 760.434.1140
OBJ’s
630 Grand Ave.
Suite A
Telephone: 760.730.9827
Ooh La La
2963 State St.
Telephone: 760.434.1897
The Poached Pear
2946 State St.
Telephone: 760.730.9050
Ragz
425 Carlsbad Village Drive
Telephone: 760.730.9926
Tropical Surf Decor
300 Carlsbad Village Drive
Suite 112
Telephone: 760.729.3879
Vickie Kays
2898 State St., Ste. A,
Telephone: 760. 729.6033