BY DEANNA MURPHY
Since its arrival on La Jolla’s Girard Avenue in fall 2021, resale boutique Boulevard has offered an entirely new way for women to think about dressing. “I really don’t believe in fashion; I believe in unique and individual style,” says owner Kate Whitney, a former L.A.-based screenwriter. “We’re all supposed to be a little different from one another in some way, so Boulevard is dedicated to really helping women find that person, and when they find that person they’re more apt to live the life they’re meant to live and feel really good about themselves.”
The two-story, 4,000-square-foot space is made to feel like you’re shopping in someone’s (fabulous) closet, and Whitney’s curated offerings range from Chanel to Zara to meet everyone at their price point. Needless to say, then, that it’s not all vintage – some pieces are new with tags – and Whitney gets equally as excited about an ’80s-era menswear-inspired suit as she does a linen and silk floral embellished dress from a recent Zimmermann collection. All are treated like friends rather than customers (Whitney is on a first name basis with many) as they buy, sell, and browse Boulevard’s women’s clothing, jewelry, and accessories in addition to select furniture and housewares, but most important to Whitney is that her customers seek pieces that fit their authentic self. “My mission is to really help women let go and be who they’re meant to be, not what the culture wants to conform everyone to be,” she says. “You can tell when a woman is wearing something that’s ‘them’ because you can feel it. That’s what we’re aiming to do here. We don’t have all the answers, but we have the platform to support that with the energy of the store.” boulevardlajolla.com
“Elegance with an edge hits Girard Avenue at BOULEVARD, the hottest new consignment store in La Jolla. From the moment you walk in the door, you feel transported – this store feels more like a 5th Avenue Boutique than a consignment store. Two floors of curated consignment including clothing, shoes, bags, and furniture: first floor—high-end designers. Second floor—ready-to-wear and a floor-to-ceiling shoe-wall.
The sign on the door reads: “A Sustainable Boutique but to owner Kate Whitney. Sustainability has a different definition than what you may expect. In order to sustain our planet, we need to sustain the people, and we sustain ourselves by bringing the true essence of who we are to the forefront. and that’s the beauty of resale. It’s one-of-a-kinds for one-of-a-kinds, there can be no conformity in a boutique like Boulevard.
Come and experience this unique and one-of-a-kind boutique. Boulevard offers personal styling and closet rehab for those of you ready to let go, but don’t know how.
To drop off consignment please make an appointment.”