All You Need Is Love – JustLove3

Believe it or not there's a clothing boutique in La Jolla whose owners said they didn't expect to make any money when they opened, they just wanted to pursue their passion of owning a store. Of course they make enough to cover expenses, but the three owners, who're all friends from their days on high school cheerleading squad say, “we just want people to come back”.

JustLov3 is owned by Chrisell Gonzales, Janissa Mendoza and Elaine Bascos.  They opened the store last February above Aloha Sushi on Fay Avenue. Because they all hold down regular 9 to 5 jobs, the store is only open on Friday, Saurday and Sunday.

Recent college grads, Gonzales says they got the space above Aloha Sushi because she works there and because the owner of the restaurant charges them a very inexpensive rent. 

“This is our passion and what we all really wanted to do with our lives. We have no investors. We all have other 'real jobs'.  And we’re here in the store on weekends or taking turns going to LA to the Fashion District to buy clothes for the store,” Gonzales says.

The store is in a girly attic-like space with purple walls and pumping hip-hop music. It feels like a visit to one of your girlfriend’s bedrooms, who still lives at home, and has all the cool club-clothes you’d love to borrow.

Of course you can’t borrow clothes in JustLov3, but since nothing is over $40, and most items are in the $5 to $10 range (even dresses), customers can most certainly afford them. 

“We don’t mark anything up. We sell the Lush clothing line for literally half what Nordstrom sells it at,” Gonzales says.

The girls say their target customer are locals who’ve been able to find them through word-of-mouth and friends who know they’re there.

All the girls have worked in retail in former lives—between them Forever 21 and Wet Seal.

The name JustLov3 is for the three owners who say they all have very different clothing styles. Gonzales’ says she’s the funky edgy girl, while Mendoza’s the sophisticated one. Bascos is into all-cotton Bohemian comfort.

The store’s most popular items are basic tees and party dresses, as well as a variety of accessories and shoes.

Local jewelry designer Jianne Creations makes customized wire necklaces that sell for $20 to $40, and owner Gonzales sells her own hand-made Hello Kitty earrings for $10. 

JustLov3 also recently added a Nail Art Room, offering girls a potpourri of designs.

The store sells flip-flops, clogs, tights ($4), and booties for fall. Shoes cost an average of $42.

Leaving the usual retail markups at the door, JustLov3 seems revolutionary. A boutique dedicated to giving shoppers a great deal and following the 1960’s credo of  John Lennon. All You Need Is Love.

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