I came here a couple weeks ago to get some Christmas shopping done, but also support some Santa…read moreCruz local shops. I walked in and it was pretty small and nobody was at the counter, but I walked around and looked around anyway. I wasn't totally impressed and from what I remember it was VERY overpriced for some of the most simple and basic items that I can get anywhere else for a fraction of the cost. I understand that it was local, but it didn't appeal to me and wasn't unique. I might give this another shot some time down the line.

Owner is very nice. Cute boutique. I had returned something m, and owner gave me store credit. When…read moreI moved back to SC 1.5 years later, I returned to the store and she still let me use the credit. Really appreciate that! I would shop there again when looking for a gift or something more unique.

Love this cute boutique and stop in every time I'm in Capitola. They have cute & girly clothes,…read morewhich is much appreciated from today's style that seems to be more relaxed and grunge. (There is also a selection of men's clothing.) Their clothes are also offered in sizes that actually fit and are not cut super tiny only for teenagers. I love that they carry the Lush brand. The store is a small business owned by a friendly young woman. Her mom is also there sometimes and she's very friendly as well. They're so appreciative of those supporting the store. Can't wait to go back and grab some pieces from the fall collection!

Updating my review. One of the owners did call me on Friday and refunded me for the items they…read morewere not able to get me the size in. They also gave me a couple of sweaters for the inconvinience. They should update the phone number and email of business.

Good selection and nice people. The yellow tag sale items are half price. Good quality.read more

This is a shop that must be checked out. I may not go often but when I do I always find a great…read morebargain. I notice that quality of the clothing and shoes is very good to excellent. Name brands. The volunteers are always pleasant and helpful. I highly recommend shopping here for the bargains and excellent selection and quality of women's clothing.

I love this store! They have the cutest stuff anywhere in Cap. I purchased a long dress and some…read morejeans last summer and love both. The merchandise is pretty cool and is mainly for a younger crowd, but I don't care, the stuff is adorable! I like that most of the clothing is bo ho like style, which I love. My favorite piece is this white off the shoulder top with a big ruffle all around, my daughter purchased this for my birthday gift. I've wore it constantly during the summer, I can't wait to bust it out next summer. I can't forget to mention the prices, they are super reasonable for sure!!!

No longer at this location. They appear to have a store in Capitola and they sell online.read more

Let's support locally owned Santa Cruz business! They have taken a beating over the years with…read moreCovid, online shopping, and prolific shoplifting. This store has somehow survived it all and manages to be a fun place to shop and a local's favorite. There are always plenty of sales associated to help, and there is a solid inventory of everyday minimalistic casual California-style quality clothing. You just CANNOT go wrong picking anything out here. Yeah, it is costly, but anything you buy will last you for years and not go out of style.

Another lady wrote about how they focused more on her coffee cup rather than helping to ring her…read moreup. Same thing happened to me...I walked in with an empty Yeti cup about to go to Gayles afterwards. The older woman says after a min of me being in there....'the coffee cups are left at the front door.' Seriously!!?? I am not 5 yrs old. I replied 'that is ok I'm leaving now.' What a way to chase customers out!! Micro managing 101. I hope the other customer who entered after me left immediately. My guess is that if they keep this up they will be out of business in a year.

Dangerous. I just…read morepopped in after noticing a table of Mother Jeans. I have a few pairs, but I was hoping they had these particular jeans I haven't been able to locate in my size. They did! I purchased them, a beautiful wrap top and green beaded drop necklace. I jumped back in the next day to get another pair of jeans, and bought a gorgeous mother of pearl necklace. Service is super friendly and selection is fire!

Been shopping her for decades at this point. They always seem to have something I "need." They…read morealmost always have a treat for my dog, too. But I am leaving a review today because one week after I bought a necklace here it broke - so the owner took it to the original artist for repairs. It's now back to me in less than a week! Impressive service.

A great Boutique with lots of selections to choose from! The service is exceptional, and they can…read morehelp you put together out that will last forever!

The quality was excellent. I loved what I bought as a matter of fact I went back the next day and…read morebought one item in another color and ordered a belt and another color in the pants I bought the day before. They were lovely!

The fashion is on trend, the price point is pocket book friendly. GREAT sales. ACCOMIDATING…read moreservice. Kind owner. My first stop for trendy clothing without breaking the bank!

Awesome service. Charlene was wonderful and very helpful. I basically bought everything she…read morerecommended. Great selection and very flattering

Pretty are good prices. Very nice service. Seems to get quite a bit of local support from residents…read more. I'm new to visiting the area. Stopped in on a busy weekend. I will be back.

Such a cute little shop full of adorable beachy treasures and unique finds. Everything had such a…read morefun coastal vibe and the atmosphere was so welcoming. Definitely recommend stopping in if you're in the area!

I've been here twice and last time my daughter and I purchased the witch hazel. She liked it and…read morewe came back today to refill it. While they were out of the specific formula we purchased another and the lady working was very helpful and kind. Her name was Mafer and she made our experience special with her outstanding customer service! This store is truly unique and has many products at reasonable prices. I would return especially because of Mafer.

We need more stores like this in every town: eco-friendly, sustainable, carbon-neutral, and…read moreplastic-free! They sell a variety of household goods, skincare and beauty products, and so much more, with the emphasis on good-for-the-planet and good-for-you. I had run past this shop and driven by many times, always saying to myself that I needed to drop in when it's open (which by the way is 11am-6pm), and finally got a chance to during the Capitola Art & Wine Festival. There's so much more in this store than I expected, and it's a lot bigger inside than it looks from the outside. Not only do they sell a lot of specialty and everyday items from quality and earth conscious brands, they also are a refillery so you can pop in armed with your own bottles/containers to refill with everything from body lotion to laundry detergent! It's awesome! Ethos is also a Certified B Corp, donates some of their proceeds to environmental nonprofits, is locally-owned, and women-owned! So many positive reasons to support and check them out! Do it for your health and for the planet! :)