Search form

ShopLocalSD: Mimi & Red

Mimi & Red moves to La Jolla.
Photo by Rebekah Sager

Mimi & Red boutique is branching out, bringing their North Park style and great prices to the ladies of La Jolla. The secret to the success of this stylish and very customer service friendly spot is to offer budget-minded girls a great product at an even better price.

Squeezed into a strip of stores along La Jolla Boulevard in the quaint, slowly revitalizing neighborhood of Bird Rock, Mimi & Red opens this Saturday with a grand opening from 11 a.m. to 6 p.m. Champagne will be served by Tower 23’s ultra-hip restaurant JRDN. Pacific Beach sports bar Moondoggies will provide the food and of course there will be…shopping!

“Women will shop no matter what,” says owner Michelle Knudson, a.k.a. Mimi, as she brushes a coat of paint on the edges of the newly remodeled walls. “The economy really didn’t effect us because we don’t do crazy high mark-ups on our merchandise.”

The average dress is around $36 a pop.

Some of Mimi & Red’s top sellers are the pretty and very girly BB Dakota, ultimate surfer-girl company Element and the edgy hipster lines RVCA and Obey.


Trendy style at great prices.
Photo by Rebekah Sager


A teacher at San Diego’s Fashion Institute of Design and Merchandising and the original owner of the Basement boutique in Pacific Beach, co-owner Rhonda Begley is also a very involved single mom with a child at Bird Rock Elementary. She recently left FIDM after realizing her commitments to the business, and her son, were too much to manage. She misses it, she says, but between the North park store and the Mimi & Red online site, business is booming.

The online store will be featured in the August issue of InStyle magazine.

When Mimi & Red boutique opened three years ago, North Park wasn’t known as a place for shopping.

“People didn’t know where North Park was. Slowly the neighborhood has gone from being the ugly step-child of Hillcrest to the destination shopping spot in San Diego,” says Knudson. Filled with cool restaurants like the Linkery, Urban Solace and the nightclub and tavern True North, this mostly residential district has taken a turn toward touristy.

The choice to expand was not difficult for the owners. Begley says La Jolla moms were constantly asking her where she got her clothes. When she told them she owned a store in North Park, they’d sheepishly admit to never wanting to drive East of I-5.

“When the space became available, we jumped on it,” says Begley, unpacking a box of the latest Level 99 denim pants. “In North Park we serve a young crowd, but not as young as people think. In La Jolla we’ll offer something for the PB girl, the University of California, San Diego girl, the hot Moms and the fashionable young women of La Jolla High School.”

Details »
  • City: La Jolla
  • Phone: 858-456-7933
  • Name: Mimi & Red
  • Address: 5630 La Jolla Blvd