New Kids on the Block in Eagle Rock
Could Los Angeles’ next boutique neighborhood be Eagle Rock?
The increasingly popular neighborhood in the city’s northwestern corner has seen a trio of new apparel and accessories boutiques open in the past year, and another is in the works.
The new stores, located near the intersection of Eagle Rock and Colorado boulevards, join an eclectic mix of vintage and new apparel stores, coffee shops, bakeries, and shoe repair shops.
The Ooh La La boutique is so new it doesn’t yet have a sign up and owner Joseph Walker is still filling in merchandise. Walker, who opened the store on Jan. 15., has been designing and producing his Joseph Altier Walker line of skirts and dresses for the past six years, selling the items in about 400 boutiques nationwide, as well as in a few catalogs and department stores. Walker opened the store, which has a small design studio in the back, after driving by the Lily Simone boutique on his way to his home in nearby Highland Park.
Walker said he plans to carry his own designs, as well as jewelry, scarves and other small accessories by local designers. He said he expects to hold a grand opening party in mid-February.
“Because I was unsure about the area, I wanted to see what the customer needs and at what price point,” he said, noting that the store has been attracting a range of customers, from young professionals to students from nearby Occidental College.
“A lot of college students need fun things to wear at affordable prices,” he said.
So far, Walker has sold excess Fall skirts for $7 each and new Spring printed skirts for $22 to $32.
The designer said he plans to keep his store’s merchandise separate from his Joseph Altier Walker label and will use the store to test new styles and fits.
“To have the customer come in here and you see the fit and you see the length, if you’re stuck in a business downtown behind a drafting table, you don’t see that,” he said.
Another relative newcomer to the block is Shannon Bedell, who opened Blue Heeler Imports in mid-December.
Bedell’s lifestyle store carries merchandise imported from Australia, including lingerie from Bulb Lifestyle, computer bags from Crumpler, handbags and totes from Nicola Cerini, and sheepskin boots from Emu. She also carries highend home textiles from Planet Tree Farm, aromatherapy heat wraps from Hot Bods, and skin care products from AromaBaby and Li’tya.
Bedell is not Australian, but she did live for several years in the country, where she discovered many of the brands she carries. Her passion for all things Australian inspired the store, she said.
Bedell spent nearly a year searching for a retail location but found many of the established hip neighborhoods too expensive—or lacking adequate space for the store. She opted for Eagle Rock, which is conveniently close to her home in the Mt. Washington neighborhood. “We’re on the cusp of big changes. It’s a brand-new neighborhood,” she said.
Blue Heeler Imports will hold its grand opening party on Jan. 29 with support from local restaurants Fatty’s and Camilo’s and Australian wine provided by the Colorado Wine Co.
Contemporary offerings
Last Spring, former stylist Simone Porter blazed new territory for herself and the community when she opened contemporary boutique Lily Simone. The store carries labels such as Ella Moss, Desanka, Grey Ant, Fig, Mon Petit Oiseau, Tart and Beth Bowley.
The store draws a clientele that ranges from shoppers looking for contemporary labels typically found on Robertson or Melrose boulevards to Occidental students shopping for fashionable T-shirts.
Port described her customer base as “a combination.”
“You get people looking for a more fashion-forward line like Desanka or Grey Ant; then you get women who like classic looks like Beth Bowley,” she said. “I’ve been trying not to go too much in one direction in what I’m buying.”
In mid-February, Porter and her sister will open a gift and home furnishings boutique in the space next door. The two are still toying with store names and plan to give the shop the look of an old-fashioned general store.
Neighborhood pioneers
Of course, to longtime Eagle Rock retailer Sharon Kroner, the neighborhood isn’t brand-new. But it has changed dramatically since she first opened her apparel store.
“It was a desert here,” said Kroner, who opened the Owl Talk boutique with her sister Kathy nearly 11 years ago. As the sisters watched the neighborhood prosper, they added more new items to their mix of vintage and consignment apparel and accessories. Today the store carries about 50 percent new goods.
“We had to train our customer,” Kroner said. “They would go to Pasadena to buy a $100 pant, but they couldn’t get it into their head that you could get cool things in Eagle Rock.”
Kroner said there were just a few businesses on the block when they opened, including a dentist office, Ruby Bakery, Harut Shoe Repair and Twerps, which carries children’s clothing.
When Stella Fox purchased the 14-year-old Twerps store from the previous owner six years ago, the store split its merchandise evenly between resale and new goods. These days, Fox carries about 75 percent new merchandise, including labels such as Haba, Baby Wit, Baby Gags, Robbies Shoes, Burt’s Bees and Mustela. “I try to carry things you’re not going to find in other stores to keep it boutique-like,” she said.
Eagle Rock has always been family-oriented, said Fox, who has lived in the area for 15 years with her husband, a native to the neighborhood. Over the years, Fox said the families have become more affluent and have more disposable income. Still, education remains a key concern, she said, noting that many of her customers are interested in educational toys or promotions that benefit local schools.
“It is so small town,” she said. “We like that it is mom-andpop shops here.”
