Hillary Hip Threads Moves to Hip Location

Unless you hear the sounds of the ocean, you might swear you are in New York City by the feel of Wendy Estreicher's Hillary's Boutique. The concrete floors, high ceilings and loft-like floorplan is a unique change of scenery from the casual beach shops along Pacific Coast Highway. 

Hillary's Boutique moved May 16 from N. Coast Highway and Cliff Drive, where the store was located for a year, to Ocean Avenue in the heart of downtown Laguna Beach.

"It's a little more sophisticated style for kids, more East Coast, but a little trendy," Estreicher said of the store named for her daugher. "I loved all the shops in New York and I wanted to bring something more like that to this town, more Fred Segal."

Her clientele is fashion forward, but more particularly, fashion conscious. Middle-schoolers call her to inquire about her latest shipments.

"The shift from 5th to 6th grade is significant," Estreicher said. "Their style becomes more evolved. They do scarves, they accessorize. The girls are really excited to come in."

Estreicher does all of her buying in New York in order to offer the latest designs. Her sizes range from infant to size 14 for girls, and infant to size 10 for boys. 

Her favorite part of the store is her "book wall" where she has a range of  titles from Dr. Seuss. "The moms will go to the art store and the kids will sit in here and read,"  Estreicher said.

Designers Carried

• Stella McCartney
• Little Marc Jacobs
• Flora & Henri
• Ella Moss
• Splendid
• J Brand Jeans

Current Trends for Kids

• Nautical
• Rompers
• Stripes and plaids
• Fun, whimsical tees
• Accessories (hair and jewelry)

Estreicher, who worked with Trey Russell at his Aris boutique, advises new boutique owners and those thinking about opening a store to be aware of the time commitment. 

"It's a great thing if it is your passion, but it's all-consuming," Estreicher said. "Do your research. Location is huge, branding is huge, social media networks are huge and, of course, customer service."

Estreicher will post pictures of her new items on Facebook as well as text pictures to customers. When a top with a horse came in, she texted several of her clients and sold three by way of messaging.

In addition to texting and Facebook, Estreicher offers home delivery, personal shopping, after-hour appointments and curbside service for quick gifts.  

Hillary's is at 374 Ocean Avenue, Laguna Beach, (949) 494-4862.