'There's no brand names here, only creators,' Soler said.
Meanwhile, Sita’s upstairs space on Lasky Drive resembles a chic apartment more than a boutique, with black-and-white retro glamour shots on the walls, colorful graffiti art, baskets overflowing with Tim Ryan disco fringe knits or Soler’s private label crochet clutches and pompom slides. The dressing room is boudoir-like, with plenty of couch space for friends, robes and slippers, drinks and snacks.
“Eighty-five percent of what’s in here can’t be found anyplace else in the U.S.,” said Soler, adding that she wants to respect designers as creators, and not “screw them over” with markdowns. “If you want to return it in 45 days, don’t shop here,” she said of her seasonless buy.
“Part of the criteria is your line better be good but so should you,” she laughed, of curating designers. Apparel and accessories prices are $38 to $2,500. There are also giftable style books, greeting cards and novelties, including fashion designer pillows in the likenesses of Donatella Versace and Karl Lagerfeld, and a jewelry gum ball machine., the future of shopping is about experience, uniqueness, sustainability — and fun. “Because what is luxury?” she said. “Is it a logo, or is it something nobody else has?”Sita 1910 in Beverly Hills, California.
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