You won’t find sprawling retail department stores in downtown San Diego. For clothing and fashion, urban shopping means boutiques.
Looking for trendy, curated or unique pieces? Want boho-chic or a Y2K look? We picked out six boutiques worth scouring for clothing, jewelry and accessories in 92101.
Fashionista 92101
Behind a brick exterior, Fashionista 92101 hosts a bright selection of summery dresses, trendy basics and fun throwback pieces.
Two important attributes: A wide range of styles and affordability compared to pricier boutiques, says owner/partner Alexis Abalos.
“There are not a lot of boutique options in East Village,” Abalos says. “We have a lot of fun stuff here. My business partner is the one who selects all of the items we sell–it’s kind of like opening up her closet.”
Abalos and his partners have owned the Fashionista 92101 space for more than 20 years and just opened the shop last year. They run a mortgage company in the spot next door.
East Village, 437 Ninth Ave San Diego, more info
Wild Dove
“Airy” and “coastal” describe the selection at Wild Dove. Stores in downtown, Coronado and Encinitas exude San Diego beachyness.
“Our stuff is modern, feminine, boho…” Wild Dove sales associate Madeline Drake says. “You can really dress your outfits up or down–they’re very versatile.”
Shelves hold an array of well-known name brands mixed in with smaller, locally designed items. Each is hand-picked by the store’s owner, who buys items in Las Vegas and Los Angeles, working directly with brands.
“Wild Dove targets a lot of ages,” store manager Melina Soll says. “You can come in with your grandma, mom and younger sister and all find something.”
East Village, 740 Market Street, more info
Madison
Located in the Headquarters shopping area near Seaport Village, Madison prioritizes customer experience. The style here is sophisticated yet fun; the shop is warm and inviting.
“Our style is unique and whimsical,” sales associate Leslie Dinardo says. “You never know what you’re gonna find.”
Sales associate Mariana Oliart says philanthropy makes Madison special. One of the store’s owners, Irina, designs handmade jewelry sold under the brand Everwild. With every purchase, you guarantee an acre of land will be preserved as wild forever.
The store also partners with CarbonClick, which provides a green button kept at the checkout counter. According to store policy, “when a customer clicks, it adds a small contribution to their transaction to purchase carbon offsets.”
Marina District, 789 West Harbor Drive., Ste. 144, more info
Stroll
What started as a portable shop out of a truck in Hawaii is now a lively, coastal-style boutique located in Little Italy (and North Park). Stroll is filled with playful, bright and relaxed clothes, accessories and trinkets.
“We have a lot of original pieces,” Stroll manager Carla Vega says. “We source from local designers and online.”
The boutique frequently hosts pop-up events around San Diego and has an active social media presence.
Events hosted by Stroll often embody the store’s central philosophy.
“The name ‘Stroll’ references strolling around the shop, having a good time,” Vega says. “It’s all about a welcoming experience.”
Little Italy 2360 India Street, more info
Boutique De Marcus
This boutique is located inside of a salon (aptly called Salon De Marcus) and features mens’ suits and dress shirts, as well as womens’ dress shirts designed and handmade by the salon’s owner.
Creativity and craftsmanship are standout features of the clothing here.
You’ll find something unique–plus, you could get your hair done in the same trip.
Marina District, 205 G Street, more info
Bluza Boutique
Sophisticated. Classic. Timeless. Apt descriptions of the curated selection of clothes and shoes at Bluza Boutique, a part of the Little Italy community for eight years.
“We’re trying to bring you interesting things that you can’t find in regular department stores,” Co-owner Radica Rusmir says.
Rusmir and her business partner were very involved in the fashion scene in Serbia and wanted to bring their style to San Diego. Selections are inspired by European fashion. Shoes are primarily from Italy; clothes from all over Europe.
“Our style is an urban, timeless kind of clothing,” Rusmir says. “We’re for women who aren’t into trendy dressing and prefer a more sophisticated look.”
Little Italy, 1501 India Street. more info SDSun
