A New ’Dress in Town
August 22, 2003
Break out those credit cards, ladies. A new boutique is popping up soon in the burgeoning hip shopping area of Hayes Valley. Come September, Azalea Boutique will take up 1,482 square feet on the corner of Hayes and Gough streets in San Francisco and will feature one-of-a-kind outfits, shoes and bags to suit your fancy.
Owners Catherine Chow and Corina Nurimba hope their store will stand out from among the smattering of chic boutiques along Hayes Street by offering unique patterns and prints, colors and collars that exude urban chic and glamour girl.
“We want this to be a lifestyle boutique,” says Chow, 24. “We really wanted to create a space where people could come in and pick up something and find their own individuality and feel comfortable in the clothes that they choose. There’s not just one particular style that you’re going to find in our shop. You can come in to Azalea and buy something to go to the opera or to the gym. We cater to the high-fashion girl and the urban girl.”
Azalea will also offer a nail salon that uses only organic and natural products. Personal lockers — complete with nail kits and slippers — will also be provided for regular customers. Still under construction, the store was designed by Nurimba and will feature dark cherry wood floors and rich red walls.
“The colors of our stores, namely red and white, mimic the azalea flower,” says Nurimba. “We decided to use this, the name ‘azalea,’ because we both like flowers because they’re delicate yet strong since they can withstand sun, rain and wind. Also, in terms of graphics, the letters ‘A’ and ‘Z’ work really well. And at our store, you can find practically everything from A to Z.”
Nurimba, 26, says she and Chow decided to open shop in San Francisco, and specifically in Hayes Valley, because of the area’s unique fashion style and trends.
“In terms of following trends, San Francisco is a little bit more unique than other cities,” says Nurimba. “I think people will wear one item, say pants, that are in for the season, but pair it with something that may be from seasons past or something that isn’t considered a fashion item, but they make it their own.”
Chow adds that the independent stores and merchants in Hayes Valley were also a draw.
“It’s very community oriented here, and it’s not influenced by large corporations or chains,” Chow says. “I think people know this about Hayes Valley, and they come here looking for clothing and accessories that aren’t mass produced. Also, San Francisco is a great place for Asian Pacific Americans and minority entrepreneurs and artists because you get a lot of support from the community, friends and other small businesses.”
Chow was born in Taiwan and came to California when she was 8 years old. Having grown up with a hospitality background, Chow went to Cornell University to study hotel management.
Born in Jakarta, Indonesia, Nurimba left Indonesia at the age of 14 to attend high school in Singapore, and shortly after moved to California. She, too, attended Cornell and graduated from Cornell’s architecture program in 2000.
After meeting each other through a mutual friend three years ago in the city, their friendship blossomed and sensing similar and different fashion ideas, the two decided to open Azalea.
Azalea will have women’s and men’s clothing, featuring such designers as Duc by Kim Bui, Aem ‘Kai and Louis Verdad and Azalea’s own clothing line.
Also in Features
APA Designers Take on the Fall
Simplicity Supplants Gadget-Crazy Cargo
Comments
Got something to say?