Kerut owner Lauren Turek.
Photo by Rebekah Sager
Along toney Girard Avenue in downtown La Jolla, Kerut boutique has opened with the trifecta of perfect shopping—a well-stocked bar, plenty of Halston and a flat-screen TV that plays black-and-white romantic movies (usually Breakfast at Tiffany’s).
In a warm and inviting space described by owner Lauren Turek as 1950s Palm Springs meets Morocco, meets Nantucket, Kerut is classic, modern, Bohemian and preppy all rolled into one.
Kerut is Turek's first clothing store. (Kerut is her name spelled backwards.) She came toSan Diego by way of Washington, D.C., where she worked as an intern for President Bill Clinton. And yes, Turek was in residence that fateful summer remembered for another, more famous intern. Following a stint in New York as an investment banker, and another in Aspen, where she was a buyer for the super high end and very exclusive J. Crew Concept store called simply the Black Label, she landed in San Diego. WithKerut she is offering some of the most interesting and chic clothing linesin the city.
Turek is one of the more unique boutique owners in that she has a less methodical and more carefree approach to achieving retail success. “I’ve been preparing for this since I was three," she says. "The only reason I haven’t opened a store sooner is because it seemed too fun to do as a job.” She now feels owning a boutique is intrinsic to who she is.
1950s Palm Springs meets Morocco, meets Nantucket.
Photo by Rebekah Sager
Customers in the Aspen store where she worked began to rely heavily on her strength as a personal shopper and wardrobe editor. She was able to teach them how to “maximize their purchases.”
“I carry the essential building blocks for a woman’s closet. Every girl needs a show-stopping cocktail dress in a great color, killer black stiletto heels, an amazing clutch, the perfect white tee and a statement signature belt,” says Turek.
Women have the choice of shopping in a mall or seeking out a small boutique. Turek says boutiques give customers a more select shopping experience. She offers what she calls six-star service and free tailoring.
The racks hang with dresses by the Halston Heritage collection, designed by Sex In The City star Sarah Jessica Parker, Black Halo, and the explosive line from Macedonian designer Risto. Customers can also find the British line ESL-- said to be Anna Wintour’s favorite of the moment.
The tables hold Lucite boxes filled with elegant and minimalist Kara Ross jewelry and shelves are decorated by Geisha de Guadalupe handbags commissioned by Turek herself. She calls them yacht bags--they're made of shellacked wood and soft buttery leather.
Turek says she wants her bread and butter to be from the locals. “San Diego is on the cusp of fashion greatness," she says. "With lots of talented young designers here, and the international and sophisticated San Diego shoppers, I’m trying to fill the void.”
- City: La Jolla
- Phone: 858-456-0800
- Name: Kerut Boutique
- Address: 7944 Girard Ave