Local boutique Mimi and Red added to its trendsetting franchise recently with a second retail store in the up-and-coming Bird Rock community. The “spontaneous” addition has proven more than lucrative, co-owner Rhondda Begley said. Both the hipsters of North Park, where Begley and partner and fellow fashionista Michelle Knudson opened the first Mimi and Red location in April 2007, and the socialites of La Jolla find the latest trends at exceptional prices. The trends remain universal for both locations. “We cater to the same market,” Rhondda said, adding that simple lines and solids sell better in La Jolla. With the exception of a few lines that are sold at neighboring shops, most favorites like BB Dakota and RVCA can be purchased at both stores. The basis for Mimi and Red was built on friendship and fashion. “[We opened] based on our love for clothes and people,” she said. The goal was to “[give] great customer service at a great price,” something they accomplish easily. First time customers and returning regulars find comfort in the shop that caters to unique style. Simply put, “people want to look cute and not spend a lot of money,” Begley said. The La Jolla shop opened in June in a space the women said they couldn’t turn down. After “pulling together what we could” for the expansion, Knudson, the obsessive shopper, and Begley, a savvy businesswoman, have dressed everyone from teens and college students to moms. “We just decided to go for it,” said Begley, whose son calls Michelle Mimi. While the prospect of another store seems overwhelming at the moment, Mimi and Red won’t throw away the notion for expansion in the future. For now, the duo looks forward to learning, supplying new trends and enjoying the time they spend with veteran customers, said Begley. “With too much growth we think we might lose a bit of ourselves. I’d rather put my money into building my company in a positive way,” she said. Social networking has been a big part of the success, said Begley, who does little “traditional” advertising. Aside from fashion shows and word-of-mouth publicity, Begley and Knudson make sure to pull together donations for fundraisers and events, building a reputation through charity. After four years, Mimi and Red remains one of the few local boutiques to offer economical trends with genuine customer service. To get more information or to purchase online, visit shop.mi miandred.com. Mimi and Red 5630 La Jolla Blvd. (858) 456-7933