California Apparel News

For decades, Balboa Peninsula has been a magnet for partying and beach culture in Orange County. Unfortunately for many fashion retailers, shopping has been an afterthought at this laid-back enclave in Newport Beach, Calif. But the tides may be turning for the area’s retailers.

The neighborhood designer, the critically and commercially acclaimed Trovata, opened a boutique in Balboa Peninsula this August, and a fashion crowd might be moving into this town.

In the easygoing tradition of Balboa Peninsula, the Trovata boutique was opened in a converted boathouse at 505 31st St. It is a couple of blocks from the label’s headquarters and across the street from the Alta coffeehouse, where the neighborhood’s surf and art kids hang out when they are not at the beach.

Making a retail statement in Trovata’s hometown was important to John Whitledge, the president and creative director of the label. “The store serves as a community space that reflects the brand,” he said in an e-mailed statement. “We wanted to be close to the beach and sell things that we love collected from around the world.”

The Trovata boutique displays the label’s new fashions as well as bohemian touches such as old National Geographic magazines under the backdrop of the building’s corrugated metal walls.

Since the opening, there has been a steady increase in fashion people traveling to the enclave to shop, according to the neighborhood’s retailers. Josh Ritchie opened Mauve, a streetwear lifestyle boutique in June 2006. “People don’t know about this place,” Ritchie said of Balboa. “But Trovata opening its doors is doing a great thing for this community.”

Ritchie said he is considering moving his boutique, located at 3305 Newport Blvd., closer to the Trovata boutique in a section of the peninsula called the Cannery Village. One of Balboa’s veteran fashion shops, the 5-year-old Lisy B boutique, already made the move. It relocated down the street from Trovata.

In a vote of confidence for the neighborhood’s retail possibilities, Newport Beach resident Melia Harold opened a fashion boutique called Melia with her fianceacute;, Ben Hooker, on Oct. 20.

She said she hoped Balboa’s 31st and 32nd streets will eventually transform into a fashion-boutique district. A boutique scene might give the wealthy residents of Newport Beach, as well as residents from other parts of Orange County, a retail alternative from the many shopping centers, such as the nearby South Coast Plaza and Fashion Island, which already serve the area. She said that a square foot of commercial space is $4 around 31st and 32nd streets.

Melia will focus on serving the wardrobe needs of women between 30 and 55 years old who live in Balboa and neighboring Lido Island, where home prices start at $2 million. In the few weeks that the boutique has been open, a top seller has been a wool and silk dress produced by Velvet by Graham & Spencer. It retails for $220.

Lisy B owner Lisy Sand focuses on buying for women ages 24 to 35. Her collections strive to be daring. Yet Sand said she does not try to reach far from the taste of her clientele. “They prefer a body-conscious look,” she said. “If I had a store in Los Angeles, I’d buy differently.”

For example, she said that her clientele probably would not be interested in the latest trend of high-waisted jeans. Rather, they have remained loyal to low-rise and mid-rise jeans that have been in vogue for the past few years.

However, these women do find time to experiment with fashion. A top-selling item at Lisy B has been New York–based Dallin Chase’s fashion-forward Dan dress, constructed out of a herringbone tweed and a pin-tucked voile bust. It is topped off by a bow made out of voile at the empire waist. It retails for $259. Also popular has been the royal-blue jumper dress by Los Angeles–based Rory Beca. It retails for $265.

Hooded sweaters produced by Los Angeles–based Sydney have been popular. They retail for $198 and feature 1970s-style prints.

Up the street, at the Patricia DiGioia Boutique & Beauty Lounge, casual looks take the day. Top-selling items are $40 tank tops by Los Angeles–based Splendid, $70 sweat-style pants by Santa Monica, Calif.–based Hard Tail and lingerie by Miami-based Cosabella.

The Mauve boutique takes a different angle on Balboa life. It serves kids who are interested in streetwear fashions, and the boutique has clientele across the world. Mauve owner Ritchie worked in disaster relief in New Orleans before he opened the shop. He said that one-third of his sales are overseas, and he sells Los Angeles streetwear brands to people in Australia and New Zealand on his Web site (www.mauveonline.com).

The top-selling brand has been Venice, Calif.–based Rogue Status, specifically its “Gun Show” T-shirt, which bears graphics of automatic weapons. It retails for $40.

Anything by Irvine, Calif.–based Stuuml;ssy sells well at the store. Male customers have been buying the $196 M65 military-style jacket.

Perhaps on a more peaceful note, the store also does well with a $72 cardigan by Australia-based Insight. Women shopping at Mauve have been buying a $112 tuxedo dress by Long Beach, Calif.–based designer Quail.