As of Thursday, October 5, 2017
For more than seven years, fashion retailers have been prospecting the occasional gritty environs of Lincoln Boulevard in Santa Monica, Calif., and the neighboring Venice area of Los Angeles. Lisa Bush, owner of the Mona Moore boutique, says that the thoroughfare is ready for fashion.
In the past, Lincoln has been best known for car-repair shops and neighborhood businesses, but in mid-October Bush is scheduled to open at 208 Lincoln Blvd., near the cross streets of Lincoln and Rose Avenue. The 2,000-square-foot space formerly housed a car-repair shop. It includes 2,000 square feet of parking. Mona Moore’s new neighbors will include the eco/designer children’s clothing boutique Boy + Girl. It also is a few blocks away from Flowerboy Project, a home goods and clothing store as well as a florist.
“We’re finally maturing on the Westside,” Bush said. “I think we’ve come really far. We have three places to shop in Venice: Main Street, Abbot Kinney and now Lincoln.”
Mona Moore opened on Abbot Kinney in 2009. Nationally known retailers started moving to the street, and rents started skyrocketing. A building on the 200 block of Main Street in Venice became available, and Mona Moore moved there with other Abbot Kinney expats such as the Pamela Barrish and L Frank boutiques.
“The dream is to own your own building. I got an SBA [Small Business Administration] loan and made the jump,” she said. “Because I’m so high-end, when stores like mine move into a neighborhood, rents go up. It’s better to own the building and let property values rise. My mortgage will be the same as my rent will be.”
The Mona Moore shop and e-boutique (www.monamoore.com) employ 10 people including Bush. Bush is designing the look of the new store. It will keep an industrial feel of the former tenants. The roll-up garage doors will stay. But the store’s interior will have a theatrical touch. “I don’t like my space to look like a store. I’d like to have items move around like a living room,” she said.
The Mona Moore space will include a kitchenette where customers will be served drinks including coffee, water and champagne. Also on the scene: mid-20th-century Italian furniture.
Mona Moore started business as a shoe store. In 2015 it started selling clothes along with footwear. “You got to do it all,” Bush said on her reason to sell fashion.
Mona Moore now offers brands such as Comme des Garçons, Haider Ackerman, Maison Margiela, The Row, Visvim and Rodarte. Rodarte founders Kate and Laura Mulleavy are scheduled to host the opening party for the new space. Another feature of the new boutique is that Bush’s daughter Kali Bush-Vineberg has joined the business.