Erin Ashley boutique opens in Laguna

Barbara Diamond

Erin Ashley is the name of a new boutique that opened this week in

Woods Cove and the name of one of the partners.

“I wanted an upscale boutique, but I wanted the clothes to be

wearable, not trendy,” said Erin Esancy. “I wanted pieces that last.

Something you could dress-up or -down.

“The Laguna woman wants to drop her kids off at school wearing a

T-shirt, a skirt and flip flops and then wear the same skirt out to

dinner with a sweater and heels.”

Esancy knows Laguna Beach. The 1998 Laguna Beach High School

graduate has lived here for nine years with her mother and boutique

partner, Susan Palmer. Palmer, a former Miss California, was a

volunteer coach at the high school where her daughter excelled in

basketball and softball.

A private party was held Saturday evening to celebrate the

opening.

“This store is a family creation,” said marketing and advertising

advisor Richard Helms.

Palmer, who had played basketball on a men’s team in college and

coached girls’ sports for 17 years, retired in 1994 when her daughter

entered high school.

“I wanted to focus on her,” Palmer said.

Once Esancy had gained retail experience, the next step was a

partnership.

“We had been thinking about doing this in a year or so,” Palmer

said. “Three months ago, we said, why not now?”

Among the clothing lines at the store: Anna Huling, Cyprus,

Vitamina, Joe’s Jeans, Meringue, Charlotte, Mystique and Nicole

Miller. The store also exclusively carries Golda and I handmade

chocolates.

Everything shoppers see at the tiny store is not all they get.

Inventory is stored upstairs and a web site will include about 30

lines, according to marketer Helms. “Service will be personal,” he

said.

The boutique is located 1854 S. Coast Highway. Store hours are 10

a.m. to 5 p.m., Monday-Saturday. For more information, visit Web

sites www.erinashley.com or www.erin@erinashley