Lauren Turek, the proprietress of one of La Jolla’s sleekest new boutiques — named Kerut, her last name backward — has no interest in fitting the mold. From a carefully-curated collection of clothing, jewelry, shoes and accessories from around the world to a distinctly personal relationship with each client, Kerut has carved out a niche that embraces comfort, style and a taste of the unexpected. The newly-renovated location resembles the elegantly laid-back demeanor Turek herself exudes. Its high-lofted ceilings, fresh white walls, distressed hardwood floors and 25-foot reclaimed wood beams from Temecula. Moroccan chandeliers, antique trunks and other one-of-a-kind fixtures contribute to an atmosphere that is “modern yet warm,” Turek said. The boutique also offers a lounge area near the fitting rooms with a fully-stocked bar, an entertainment center and a stellar ocean view over the Cove, achieved by demolishing the rear wall. “I think it’s really important for people to come in and feel relaxed, and for friends and family to be welcomed as well,” Turek said. The style of the boutique — which Turek calls “effortlessly sophisticated”— mirrors her own polished bohemian flair and includes pieces that are easy to wear but still fashion-forward. “My boutique is for the woman who works very hard in her career and wants those effortless pieces that can transition from day to night, or the woman who lives in La Jolla and has homes in Arizona and southern France, and wants those pieces she can wear on a two-month jaunt around the world,” Turek said. While the boutique reflects a laid-back California feel, Turek still strives for an element of surprise. “There’s definitely a bit of irreverence to some of my pieces,” Turek said. “Sometimes fashion takes itself too seriously. I think it’s important to be playful and different, to push the envelope a little bit.” Turek descended upon La Jolla last October after working as a head personal shopper and stylist for a J. Crew concept store in Aspen, Colo. She also spent time as an investment banker and worked on Capitol Hill and in the White House. But her heart was always set on fashion. “My mom says I’ve been preparing for this job since I was three,” Turek said. “I always thought it was too fun to be a job.” A new scarf line, “we are owls,” recently debuted its first season and features 100 percent cashmere scarves that Turek calls “works of art.” The garments, which start at $278, are emblazoned with patterns resembling flocks of birds and cheetah prints, and come in shadowy shades of cream, black and gray, plus an eclectic blend of gray and electric yellow. “They’re stunning,” Turek said. Another favorite is the Kara Ross jewelry line, which blends precious and semi-precious stones with animal skin. The collection starts at $198 and features chandelier earrings and an 18-karat gold cuff bracelet made of stingray and pink quartz. Kerut’s collection also showcases handcrafted Indian tunics with unique features like leather inlay and sequins, from an Indian-American designer named Sulu. Each takes one month to complete, Turek said. “There’s a lot of people doing tunics, but these are the best on the market,” Turek said. The line starts at $298. One last pick includes what Turek calls “de-structured knitwear or drapery,” starting at $278 by 26-year-old designer Kimberly Ovitz, who has just released her second season. “I’ve had it less than a week and almost sold out,” Turek said. Kerut also boasts what Turek calls “six-star service,” with free overnight delivery and basic tailoring, plus personal shopping in-store or at hotel rooms. “I even shop for clients as I go to showrooms and select pieces for upcoming seasons,” Turek said. “Pretty much anything you can imagine, we do it for you.” Turek attends shows at least four times per year, she said, with multiple trips to Paris, New York and Los Angeles to peruse the latest releases from up-and-coming designers. She also discovers new lines and trends through referrals, word of mouth, and devouring all the latest fashion publications. “I’m constantly shopping,” she said. “I try to maintain a very unique product mix.” The fall season marks a return to “ladylike silhouettes, longer length dresses and a look that is more chic and traditional — but with a twist,” Turek said. Trends include lace-up booties and structured (versus slouchy) handbags. “It’s a renaissance of the classic chic but with a modern edge,” she said. While her plan to open a luxury boutique in the current economic climate was met with some skepticism, Turek said she “couldn’t think of a better time.” “This is an opportunity,” she said. “There’s a real vacuum for retailers. Everyone’s consolidating and selling the same things. People want a personal experience.” Turek said she is also working to get involved with community planning groups to keep streets clean, beautify the Village and strengthen partnerships among businesses. “We need to collectively succeed for the community to prosper,” she said. Visit Kerut at 7944 Girard Ave. or call (858) 456-0800.