When it comes to fashion, where you shop is as important as what you buy. You could go to a mall and run the risk of looking like everyone else. You could go online, where you have to make a purchase without seeing it in person or trying it on. Or you could go to a boutique—where the selections are carefully culled and customer service is paramount. Whatever your style sensibility, you can probably find what you’re looking for in Encinitas. Here is a look at 10 local boutiques, as well as a directory of several other shops.

The Den
The Den, located in The Lofts at Moonlight Beach, is new to Encinitas, but its sister store has already established a reputation in Carlsbad. Extending the cutting-edge fashion sense of the original, The Den in Encinitas offers brands such as Aqua VI, 7 Diamonds, Hause of Howe, LinQ and Sky among other hard-to-find lines exclusive to the area. Customers can complete the package with accessories including high-end watches, sunglasses, belts and bags. Co-owner Mary Steely is also proud of the selection of brands that are ecofriendly and support charitable causes. “Particularly for the holidays,” she says, “these brands are a gift that gives back.”

90 N. Coast Highway 101, Suite 212
Encinitas
760.479.0650
www.thedenonline.com

Swirl
Swirl, near Trader Joe’s, attracts shoppers who wants to look great but not look like they spent two hours doing it, from teens to moms on the go to hip grandmas. Customers find a good mix of fresh, chic clothes from top brands such as Ella Moss, Indah, Bobi, and Young, Fabulous & Broke, as well as locally designed jewelry—all offered at a variety of price points. A children’s section (infant to tween) rounds out the selection. A Swirl Girl Pick of the Week employee favorite is featured at the newly remodeled industrial-on-the-coast, urban-theme digs (including a faux fireplace and cozy seating area) just three doors down from the shop’s previous location of the past five years. The move is part of an expansion; a second Swirl recently opened in San Clemente.

119 N. El Camino Real, Suite D
Encinitas
760.753.0870

The M Collection
Of The M Collection’s Leucadia location on Highway 101, co-owner Nancy Valenzuela says, “It’s like a house.” Regulars are known to stop by on their bikes just to visit, and Valenzuela gets to know them and helps assemble outfits from the store’s classic contemporary collection for both men and women. Catering to ages from 20s to 70s (“The woman in her 60s and 70s that’s fit—she likes to dress cute,” says Valenzuela), the boutique carries lines from Paige, 1921, A.G., James Perse, Hale Bob and others, as well as Havaianas sandals and an affordable collection of shoes and boots.

466 N. Coast Highway 101, Suite 8
Leucadia
760.436.1206
www.themcollection.com

Magical Child
Magical Child is something of an institution in downtown Encinitas, celebrating 15 years in business, 10 of those in the Lumberyard. Focusing on natural, ecofriendly and child-enriching products, Magical Child carries everything from clothes, shoes, hats and hair accessories to high-quality toys, books, strollers and cloth diapering systems. Monthly “Cloth Diapering on the 101” classes also help new parents aspiring to be green. Many of the clothing lines are organic and all are natural fiber, including Kicky Pants and Under the Nile for babies and Charlie Rocket and Mimi & Maggie for children sizes 2T to 10.

967 S. Coast Highway 101, B-108
Encinitas
760.633.1326
www.magicalchild.com

Childish Couture
Stylish togs for children from preemie to size 8/10 are the main draw at Childish Couture in the Harvest Ranch Market center. The store specializes in unique items for kids from playwear to special occasion outfits and carries brands such as Twirls and Twigs, Kicky Pants and Baby Nay for girls and Kingsley, Knuckleheads and Roar for boys. The boutique also has a large selection of organic and environmentally friendly lines as well as shoes and hair accessories. Maternity accessories and after-baby products such as slings and bags will appeal to moms, as will fun store events such as tea parties and art classes.

162 S. Rancho Santa Fe Road, E-30
Encinitas
760.230.6000
www.childishcouture.com

Azzaria Boutique
Azzaria Boutique and Denim Lounge owner Tammy Neihart has put her distinct stamp on the companion stores in the Cardiff Seaside Market center since taking over both spaces this past spring. The boutique features chic, trendy women’s styles in a variety of price ranges from lines such as Diane Von Furstenberg, 12th St. and Black Halo, while the Denim Lounge offers up men’s styles and an extensive selection of men’s and women’s denim from more than 50 lines such as J Brand, Kasil, Hudson and Dylan George. Extensively trained stylist employees in both stores offer custom fitting for all body types.

2021 and 2029 San Elijo Ave.
Cardiff-by-the-Sea
760.753.7572
www.shopazzaria.com

Douce et Romantique
With its light, airy atmosphere, antique furniture, unique jewelry and classy lingerie, Douce et Romantique, in the Lumberyard, indeed feels “sweet and romantic.” Owner Frederique Schilde is French and uses her personal style and connections to import the fine lingerie, antiques and jewelry that give the store its atmosphere. Schilde looks for softness of fabric and comfort for A to E cups in all her purchases, as well as a sense of modern femininity from brands such as Lejaby, Wendy Glez and Eberjey. The store has biannual fashion shows and can arrange private bridal showers and theme parties for a ladies’ evening out.

937 S. Coast Highway 101, C-101
Encinitas
760.632.8854
www.sweetandromantic.com

It's a Luv Thing
The Leucadia boutique It’s a Luv Thing is aptly named. Part retail store, part neighborhood hangout, the space is all about sharing the love and enabling customers and friends to “be your best you,” says owner Kamie Archinal. The shop carries affordable, fashion-forward yet functional pieces, many in comfortable cotton, as well as price-point denim, custom Lily Girl jewelry and the It’s a Luv Thing line, including comfy undergarments and a popular “Wear your heart on your sleeve” thermal. Many pieces are printed with a positive message, all part of the store’s feel-good philosophy. The boutique also cohosts a happy hour every Thursday with a local spa.

466 N. Coast Highway 101, Suite 7
Leucadia
760.632.8013
www.itsaluvthing.com

Lacy's
Lacy’s, in downtown Encinitas, aims to be a “one-stop shop for women,” says co-owner Elizabeth Harrington. The boutique is known for layering pieces such as tube tops and leggings, and also for hard-to-find Kan-Can denim. But the wide-ranging and eclectic collection also encompasses casual dresses, pants, tops, sunglasses, swimwear, shoes and boots, scarves, wraps, jewelry, handbags, undergarments, evening dresses, and even wigs and costumes. Affordable price points, customer favorite brands such as Rubber Ducky and Sole Mio, and a mix of breezy, fun styles are hallmarks of this not-so-serious boutique.

642 S. Coast Highway 101
Encinitas
760.942.2643

Mog and Rue
Mog and Rue, under new ownership since last summer, retains the clean look and customer service regulars have come to expect from this Lumberyard boutique. Known for dresses, elegant New York jewelry lines Lucid and By Boe, and fashion sketching classes for kids and adults, the shop has now added more denim and accessories, including locally designed handbags, and has a wider range in price points. Alternative’s burnout collection, Gypsy 05’s maxi dresses and lines Level 99 and Milly are popular picks. Owner Kristen Di Zinno says the store “aims for pieces that are trendy but transitional, that can go from work to weekend or between seasons.”

937 S. Coast Highway 101, C-102
Encinitas
760.635.2664
www.mogandrue.com

Shopping Directory: Where to Find What to Wear
Whether it’s vintage, consignment, surf or office attire, Encinitas has something for every kind of fashionista. Here are some more local stores:

Bella Moda
967 S. Coast Highway 101
Encinitas
760.479.9879
www.shopbellamoda.com

Bodywear Boutiques
2027 San Elijo Ave.
Cardiff-by-the-Sea
760.632.1590
www.bodywearboutique.com

Calamari Baby
1114 N. Coast Highway 101
Leucadia
760.633.3857
www.calamaribaby.com

Deep Fling
466 N. Coast Highway 101
Leucadia
760.942.4254
www.deepfling.com

Detour the Store
594 S. Coast Highway 101
Encinitas
760.634.1999
www.detoursalon.com

Divinity Salon & Boutique
583 S. Coast Highway 101
Encinitas
760.436.2932
www.divinitysalon.com

Ebb and Flow
111 Chesterfield #117
Cardiff-by-the-Sea
760.634.2300
www.ebbandflowcardiff.com

Flashback's Recycled Fashion
628 S. Coast Highway 101
Encinitas
760.632.2658
www.flashbackintime.com

Hansen Surfboards
1105 S. Coast Highway 101
Encinitas
800.480.4754
www.hansensurf.com

La Costa Kids
364 N. El Camino Real
Encinitas
760.944.9076

Lorielle
530 N. Coast Highway 101
Leucadia
760.753.4822

Sunny Skys Bikins
2101 San Elijo Ave.
Cardiff-by-the-Sea
760.436.8810

Thrifty Threads
607 S. Coast Highway 101
Encinitas
760.753.0028

UNIV
1053B S. Coast Highway 101
Encinitas
760.942.8648
www.univ-shop.com