About

Hi! I’m Julia! The founder of Jules Street Boutique, a 26-year-old boutique owner based in beautiful Santa Cruz, California. What started as pop-up events and an online shop has grown into something I could have only dreamed of—a business that now serves the Santa Cruz and Bay Area communities with curated, thoughtful fashion.

I always knew I wanted to be an entrepreneur, but I wasn’t always sure where that journey would take me. After high school, I went off to college to study fashion design—and I completely fell in love. I spent this portion of my college career sketching, pattern-making, and sewing, fully immersed in the world of creativity and fashion.

After two years focused on design, I realized I wanted to understand the business side of the fashion industry —everything from marketing and branding to production and global trade. During my final semester, I had the opportunity to study in Italy. That experience completely transformed my perspective. The Italian approach to craftsmanship, quality, and slow fashion resonated deeply with me. I finally found the values I wanted to carry into my own brand.

And just like that, Jules Street Boutique was born.

Inspired by my time studying fashion in Italy, Los Angeles, and Colorado, Jules Street Boutique is a reflection of everything I’ve come to love about style: the laid-back, coastal feel of a California surf town blended with the timeless elegance of European fashion.

My collections are intentionally small and curated to embody effortless, everyday style that feels elevated but never overdone. I work hard to source pieces from woman-owned brands and prioritize sustainable practices—whether that’s through eco-friendly materials, mindful production, ethical working conditions, or charitable partnerships.

Today, Jules Street Boutique has grown into a pop-up storefront in collaboration with Brilliant Stones, a jewelry artist local to Santa Cruz. The shop will be open through the end of the year, but that may not be the end of a storefront for Jules Street Boutique.

Thank you for being part of this journey. I’m so excited for what’s to come, and I hope you find something in our collection that makes you feel confident, inspired, and uniquely you.

— Julia, Jules Street Boutique