Inspired by several bohemian and hippie influences, Boho-chic fashion was brought back to popularity most recently by celebrities such as Sienna Miller and Kate Moss. The style, which tends to come and go, is back again and has arrived in La Jolla by way of a new boutique called Blue Jeans and BIKINIS. This is owner Rachel Wolfe’s fourth store, which opens 10 years after the first location in the San Diego area. Wolfe handpicks the apparel from MAGIC, one of fashion’s biggest events, which she attends semi-annually in Las Vegas, choosing brands like Joe, Hudson and Miss Me. Her stores’ swimwear comes from Miami, and the boots and accessories are from local vendors such as Old Gringo in Chula Vista, Elegant Eras jewelry from designers Janae and Monique Sanders and hats by Peter Grimm. “Our clientele covers a very wide range, from late teens to women in their mid-60s,” said Beronica Radford, who manages the four locations. “The younger women might gravitate towards Miss Me because of the bling and embellishments, such as over-the-top rhinestones. The older, more worldly and sophisticated women are looking for that sleek pair of Hudson’s or Joe jeans.” Any successful boutique needs to be ahead of the current trends, and BJB is no exception. The La Jolla store carries holidaywear in August and spring/summer in March, and as the area has come to expect BJB is committed to ensuring its clientele can get Southern California wardrobe basics throughout the year. “We carry denim year-’round; we always have jeans and bikinis no matter what season we’re in, and that’s what makes us stand out from a lot of the other boutique-type stores,” Radford said. “Clients who come here in the winter are on vacation looking for a store that carries swim and cannot find it because it is not the ‘season.’ “Well, if you’re from the East Coast and it’s 70 degrees outside and sunny, you want a suit for the beach, pool or Jacuzzi. That’s part of the concept – we want to be a store you shop in year-’round. Our locations are chosen because we want to service the tourists.” BJB has been in its La Jolla location for a little more than three months and reports increases in local and tourist patronage. Although tourism accounts for a large part of the store’s business to date, the venue is looking for ways to court the local community as well, holding events and being involved in La Jolla Nights. Lauren Kraushaar, La Jolla store manager, is concentrating on community outreach to draw in more local clientele. “Our traffic is similar to our downtown and Coronado locations,” Kraushaar said. “We get people from out of the country as well as people from the East Coast and the South. Business has been pretty steady, and I’ve started to do more with the community of La Jolla. We have been involved in the La Jolla Nights for the last three months and have an event next week with We Olive. We are reaching out to the La Jolla community to make our presence known here.” On a recent weekday, a shopper was spotted eyeing a pair of Old Gringo leather boots to die for, with vibrant colors and patterns. Also catching the notice of those in the store were Love Stitch high-fashion leather bags with matching wallets, swimsuits from Vix and L*Space and beautiful handcrafted jewelry. The merchandise is restocked with new items added every Thursday, so there’s always something new to see. A trip to BJB is fun. “Our goal is to build the brand with the locals, even though right now tourists comprise a large percentage of our sales,” Radford said. “We are trying to establish ourselves in La Jolla; we want the people who live here to shop here too. We want them to come in, check it out; and I guarantee you they will find something they love.” Blue Jeans and BIKINIS is located at 1241 Prospect St. The number is (858) 750-2035. See more on Facebook at facebook.com/bluejeansandbikinislajolla.
