Gaslamp Quarter Grows With Boutiques
Once a haven for bordellos, San Diego’s Gaslamp Quarter, whose history dates back to the late 1800s, has now fashioned itself into a hip hangout for locals and tourists alike.
Among the 100 restaurants, coffeehouses and bars, clothing boutiques and clothing chains Urban Outfitters and Lucky Brand Dungarees have now elbowed their way into the area, which consists of the eight-block-long stretch from Broadway Avenue to Harbor Drive between Fourth and Sixth avenues.
In addition to the built-in traffic and upbeat atmosphere, the stores benefit from the Gaslamp’s historical architecture. Most of the boutiques enjoy exposed brick walls, high ceilings and deep spaces.
They now hope for even more fashion neighbors to arrive and create greater critical mass for the area, which often loses out to the competition from nearby Westfield Shoppingtown Horton Plaza.
“Those who go to the mall rarely come here,” said Jason Wimberly, manager and buyer at contemporary clothing boutique Divas on 5th. “We just need a few more places for people to spend time and walk around and get their shopping done.”
In order to compete, service is the hallmark at Divas on 5th. Wimberly calls his customers weekly about new lines and trends and even delivers the goods to their homes.
“It’s all about going the extra mile for the customers,” he said.
That service can also help justify some of the lofty retail prices for the fashions by Vertigo, Mandalay and Kosiuko. Wimberly said shoppers are gravitating towards dressier looks such as Mandalay’s hand-beaded bustiers that sell for $350 and Betsey Johnson dresses. Even Allen B.’s low-rise novelty denim with lace and beltloop trimming sold out in one day.
The feminine atmosphere at the store with dressing rooms made from silk shantung curtains and racks suspended by ivy vines means there’s one thing Divas won’t sell: sweat suits.
“Never—it’s disgraceful that women have picked up on the trend,” Wimberly vented. “If they have time to put on an outfit, they can put on a tank top and skirt.”
Dresses are the strong sellers at 6-year-old Villa Moda, located on the southern end of Fifth Avenue. Sue Wong beaded gowns and Betsey Johnson’s flirty evening dresses are popular among the local boating community, said owner Jolene Prieto.
Flounced, bohemian sweaters and low-rise denim jeans by Miss Sixty also are checking, she said. Other standouts are Ted Baker’s variegated corduroy blazers that retail for $245.
Tourists are key customers at Jacques LeLong, especially since the store stays open till 11 p.m. on weeknights and midnight on weekends, said manager Lindsey Robb.
“After dinner and drinks, they come in spontaneously and our music is playing loud, so they start to want to shop,” Robb said.
Pocahontas-inspired styles are leading sales, she said. Caramelcolored halter tops with fringe detailing and faux-suede skirts with fringed hems by Vitamin A and Just in Time are checking. Both feminine and sporty looks haven’t lost their edge, with strong sales in handkerchief skirts and Juicy velour sweat suits in turquoise, black and chocolate.
One of the newest stores to the area is hip-hop-driven Dress Code. Opened 11 months ago, it caters to men who like to wear their clothes large, according to manager Alvin Anziano.
“Everything is made big—there are no smalls or mediums and that’s what sells,” he said.
Clothes typically range in size from XL to 4X and lines include Rocawear, Akademiks, Sean John and Enyce. Akademiks and Sean John velour sweat suits in burgundy and yellow are dominating sales, according to Anziano. He said consistent sellers at the store are baggy denim jeans and logo T-shirts, especially jeans that are faded, painted or have cartoon characters such as Tweety on the front pocket.
“It’s denim with an attitude,” he said.
