Fashion

Blush Boutique: "What to Wear"
By Staff Writer

No matter what a "girl's" age, from tween to grandmother, there's no reason not to be a fashion plate at affordable prices when you shop at Blush Boutique. Owner Sherry Thomas-Blaka has been proving this, first in Encino and most recently at her new Blush in Calabasas, where you will find her personally helping customers.

For the opening of the Calabasas store, Thomas-Blaka invited not only customers but their family and friends with a 20% discount, refreshments and a D.J. It reflected the neighborly feeling of Blush, where the entire sales force works as a team. Any time we phoned the store, we got an immediate response and prompt assistance.

We experienced the friendliness and professionalism firsthand as unannounced new customers when we hurried into the store's open door at closing time one recent Saturday evening.

This was after finally locating the out of the way store on the second floor of a small mall on Ventura at Woodley and parking. We knew straight away that something must be special to draw steady customers to an off the beaten path boutique. And right off, even the parking lot attendant pointed out a special parking spot so we could get to the store quickly.

Encino manager Julia (Guyevaya) was closing up and chatting with friend, Daisy, but told us and another customer to take our time as we looked around.

We looked through the beautiful fashions and were impressed with the up to date items and also how pretty and flattering they were. One deep, deep pomegranate color shawl wrap caught our attention.

Before long, I was invited to try it on and Julia playfully grabbed another one off the rack and showed us all the different versions it could be turned into with a knot or a toss over the shoulder. My shopping buddy Roberta, by this time, was ready to buy one in every color.

Julia then answered all the questions about taking care of it, and how it could be wrapped to look shorter, and also suggested wearing it that way until I got used to the length, which she was sure would happen. And if not, the alterations lady came over and offered to shorten the wrap if that was preferred.

Julia also got a sense of what I liked from what I was wearing, and how age appropriate items in the store would be. When we noticed a top that looked perfect on the hanger, Julia was not so sure it would work. She expertly pulled it over her own head to show why it would not work on us. We were happy Julia had the courage of her convictions, which saved us a trip back to the store and also to the dressing room.

If we are praising the associates, Thomas-Blaka's dedicated young group of fashionista sales associates sing her praises lavishly for the 40 new styles that arrive every week. One employee, Deniz Senkan, writes a blog for Blush shoppers called "HAUS OF FASHION," which can be located by this link: www.myblushboutique.blogspot.com. Senkan offers Blush's latest updates, in addition to fashion tips on how to wear various items or achieve a certain look.

The team is always on the look out for styles, helping Thomas-Blaka to offer up to the minute stylish clothing and accessories for women and teens with no item over $100. Julia laughed that Thomas-Blaka looks out for the more mature woman and she "for the more mature younger woman and teen," in her words. Week after week, with Julia at her side, Thomas-Blaka combs through about 60 showrooms in downtown Los Angeles' fashion district in order to do this.

But sales are not all. "It's so important to give back," said Thomas-Blaka. "We strive to be a part of the community and support the local schools, and One Generation. We're also involved with Food on Food, to help the homeless rejoin the workforce.

Still help begins at home. Says Thomas-Blaka. "We provide customers with a Blush Rewards card that gives them 10% back after every purchase, and has no expiration date. In return, it has rewarded us with a great, loyal customer base."

Finally, the proof is in the pudding. I've had on my shawl wrap (all different ways) three out of the last five days.

16101 Ventura Boulevard (at Woodley), Suite 220, Encino, CA 91436-250 (818) 788-3893 and 23671 Calabasas Rd Calabasas, CA 91302 818-22B-LUSH (5874) Courtyard of the Common. Shopping hours: Mon-Sat: 10 am - 8 pm; Sunday, 11am- 7:00 pm.

www.myblushboutique.com

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