The Feminine Mystique
Five years ago, high school student Kate Moore was on a job hunt in her hometown of Jacksonville, Florida. After turning in an application at a local boutique, she happened upon a neighboring shop that, plainly put, had a cuter boy working the counter. She snagged the job – and the guy – and spent four years learning the fine art of retail until the death of her father prompted a desire for some new digs.
So last year, Moore, now 22, moved to L.A. with few plans and fewer friends – but quickly found her footing in nursing school. That is until spotting an empty Echo Park storefront to serve as the canvas for Bobbie, the down-to-earth boutique infusing old-fashioned, feminine flair into a neighborhood known for being too cool for school. Here’s our take on the new Eastside staple.
The Structure: The second that Moore spotted her cozy, light-filled storefront her heart skipped a beat. And due to a stroke of unexplainable good fortune, she was able to secure funding, build out the space and open her doors within two months of that fateful first visit. The shop, named after her mom, feels like the apartment of a girly girlfriend who spends Sundays scouring the flea market for cherished decor. Expect a collection of vintage typewriters, Persian rugs and colorful and second-hand light fixtures on loan from Moore’s new boyfriend.
Playing Dress Up: A selection of vintage-inspired rhinestone-trim hats ($45) sits atop colorful leather wristlets by Denmark-bred, Echo Park-based leathersmith Annika Olsen.
The Finds: A collection of shockingly well-priced dresses, tops, skirts and accessories that you haven’t yet seen around town. But this isn’t the place to score high designer duds. Instead, find extremely wearable, formfitting floral dresses from Australian label Mink Pink ($65), tasseled military jackets from L.A.-based Audrey 3+1 ($69.50) and a flock of folksy pieces by Spanish Moss Vintage and American Gold, two local lines designed by former fashion journalist Suzanne Ford Carafano. Other noteworthy goods include 1940s-inspired dresses by L.A.’s own Cameo, rhinestone hair clips for just $12.50 and $24.50 tissue tees by Pinko 1988 that feel on par with much pricier brands. And unlike shops that carry similarly priced goods, Bobbie’s merch isn’t so totally trendy that you’ll be embarrassed to wear it in a month. According to the owner, vintage stock is on its way any day now.
The Staff: Moore is upbeat, friendly and chatty when engaged. She’s eager to offer suggestions and talk about her favorite items when asked, yet still lets shoppers peruse in peace. The day we stopped by, she was quick to offer praise for her neighbors and talk about the joys of living in the City of Angels, which gave us a nice afternoon boost and reminded why we love living here so much, too.
Quirky Closet: A jacket worthy of both the front lines and the big top fits in among Moore's vintage decor.
The Parking: You should have no trouble snagging one of the meters lining Sunset Blvd. directly in front of the store – unless the clock strikes 4 p.m. and anti-gridlock laws go into effect. In that case, Mohawk St. (the first street to Bobbie’s east) and it's surrounding neighborhood offers non-permit parking and, as an added bonus, close proximity to other Echo Park fashion favorites Mohawk General Store and Sirens & Sailors.
The Standout: It’s a tie between a boxy, loose, cap sleeve blouse by Final Touch (not so great name, we’ll admit) that looks like it could have sashayed off Alexander Wang’s runway ($39.50) and a quirky horse pendant necklace by George ($50), Koreatown-based designer Jessica Spear’s cute-as-can-be jewelry line, that is sure to strike up a conversation whenever it’s worn. With those prices, we’ll take both.
2213 Sunset Blvd., Los Angeles. (213) 483-8363. Tuesday through Thursday 11 a.m. to 7 p.m.; Friday and Saturday 11 a.m. until owner's discretion, call ahead; Sunday noon to 5 p.m. bobbieboutique.com