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Business & Tech

New Wardrobe Design & Styling Boutique Now Open

Expanding from its original location in Solana Beach, Pink Lagoon is one of the newest boutiques to open.

The newest boutique to hit the Village is Pink Lagoon. Opening its second location from the original, which opened four years ago in Solana Beach, and having no fear about successfully conquering some of the priciest real estate in the city, owner Jenny Livits says she’ll carry different clothing lines from her Solana store and looks forward to widening to a new audience.

A graduate of the , Livits says she’s happy to return to her high school stomping ground and believes the new store, located in the old AT&T space, will be a huge hit with LJ moms, their daughters and, of course, tourists.

In addition to the usual known and emerging designers Livits loves to carry, the new store also brings with it a new concept—wardrobe styling services.  

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“The styling concept of the boutique shaped itself organically. I was doing a lot of closet work with my top clientele from the start, and it naturally evolved into being part of the boutique and the buying process. Through my hands-on experience in peoples’ wardrobes it became clear that many woman had similar issues when it came to finding their personal style or just getting dressed each day in general. Everyone is missing something to balance out their look—whether it was a jean style, a basic or an accessory. Once I discovered that, I knew my brand was on to something, and no one in the boutique business, that I knew of, really focused on this in a boutique setting. There are private stylists and celebrity stylists, but they aren’t accessible to the everyday woman—and that’s what Pink Lagoon is focusing on,” Livits says.

Many boutiques carry basic wardrobe necessities, as well as special occasion items. In today’s economy, women are looking to stretch their clothing more than ever from season to season. Livits says she doesn’t like to talk trends too much for that reason. “I want people to actually wear the clothes they get from Pink Lagoon, and it’s so fun for me to see the women who’ve been shopping with us since we opened wear and style pieces they got the first year we were open. It’s like vintage PL,” Livits says.

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The Pink Lagoon owner, whose style is uniquely bohemian, says she’d like to change the myth that San Diego is a step behind everyone else and that there’s no fashion scene here.

“San Diego is a great city and a great marketplace. There are reasons to get dressed here, even if you are a mom going to a soccer game. We should all have some fun with our wardrobe, even if it’s beachy and casual—there should be some fun in it,” Livits says.

Pink Lagoon is located at 1033 Silverado St.

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