Constantly changing retail in Laguna
I have been a resident of Laguna for 3 1/2 years, and an admirer for 30. Laguna Beach has always been my favorite town to walk around in. The architecture- diverse, the shops- unique, and the people, healthy and vibrant, well except for the mass of homeless people that also love this town. In my most recent walks, south of Legion Street, the newest news is that Duo Fashion Boutique is closed, Elle H Boutique is closing and lastly, the New European clothing store, Upside Down (formerly Saffron), is also closing. What does all this mean?
I hear complaints that the rent is too high. High? Relative to what? Sometimes, I think people say things just to hear their head rattle. Yes, it is higher than an industrial, auto park street in Mission Viejo, but that is 20 miles inland, and this is Pacific Coast Hwy. Has anyone looked at the strip malls lately? I don’t care where, anywhere. The parking lots might as well be turned into driving school lots, or paint-ball fields. There is nobody in the strip malls, and there are no tenants in the stores.
The rents are not too high, the landlords must make a monthly mortgage payment based on the worth of the building, and yes, it still costs a ton to own in Laguna. I don’t pretend to know what the answer is, but I do read that the mind-set of the successful small boutique owners is the same as mine. That customer service is the key to staying open in these harder times. In the past few months, I have made a stronger effort to make a shopping experience memorable for my customers. Make them want to return, know their name, and hopefully have their email address on hand when they leave. Send a e-thank you card, and/or make sure they know when new arrivals, arrive.
Romantic Boutique by Delicate Illusions, 1857 S. Coast Hwy, has been open for 3 1/2 yrs. in Laguna Beach, longer than any of the surrounding stores, we are excited about the future, and excited to help you have your best Valentines Day ever!
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