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Pretty Is?: A New Boutique Concept

Want to add to your wardrobe and pay very little for it? Read on.



You know what Pretty Is? It’s being able to extend your wardrobe and pay very little to do it.

Lupe Ahern, owner of Pretty is?, says that after having her picture taken with her husband over the years, and seeing herself in the same outfits, she came up with the idea of a store where members could add to their wardrobes, borrow clothes, and always wear something new and different.

I met Ahern at the grand opening of her very unique storefront located on 3rd Street in the Gaslamp. She explained to me that for only $55 a month, members could have free makeovers, accessorize their looks, add something totally new to an existing outfit, or loan out a piece of clothing they’re sick of—but that someone else might love.

The clothes come from a variety of places. They’re all either gently used, brand new, or from local San Diego designers. Ahern says that she services a lot of the hostesses that work downtown. “They come in, get their hair and makeup done, try out a new dress, skirt, jeans, or top, and walk to work ready to go.” The store sits on the second floor of a historic building in Chinatown—the place was once home to a brothel.

With hand-built cabinets (thanks to Ahern’s husband), plus a huge walk-in closet filled with shoes, the boutique offers a large warehouse of clothing, accessories, hats, and a large dressing room, complete with vanity lighting.

The back patio has two stripper poles, which Ahern says she built for private parties where the hostess may elect to have lessons in pole-dancing.

Unlike websites like Renttherunway.com which has mostly very dressy items, Pretty is? has a collection of clothing for work and a fun night on the town.

Speaking as someone who needs a lot of looks for a variety of events, I give Pretty is? a two thumbs up for being one of the most affordable and functional concepts around.