From the outside, Pure Boutique looks kind of like a girls-only store. The trendy display windows look to be straight out of Sex and The City and dark purple colors might not have all the guys breaking down the doors get a new pair of jeans or a t-shirt designed locally in San Diego. It is a common mistake, but let’s set the record straight: this is a women and men’s clothing store. “It’s eclectic and unique,” says owner Heather Dizinno. “There is something for everybody.” Pure Boutique offers some very reasonable prices for some very awesome threads. A customer could walk out with several outfits, mixed and matched, for under $100. Dizinno is a design school graduate from San Marcos with a keen eye for visual display. Her fashion sense is highly refined, making the clothes, jewelry, and accessories of Pure Boutique both in vogue and a cut above name brands that do not specifically tailor designs for San Diego, or for that matter, Hillcrest itself. Sales on certain items are going on through out the holiday season, but if you miss it, do not fret. Heather and Pure Boutique frequently hold champagne parties where the majority of the merchandise is on sale, so you can look great while sipping on some bubbly. If you are into fashion, this is the place to stock your closet, Carrie Bradshaw style.

I wish I found this place a long time ago! The cute girl who owns it was so friendly and they had a great selection! I love the accessories, anything form inexpensive costume jewelry to higher end locally designed jewelry! Can't wait to return!!

I bought some great items here (purse, wallet, belt and jewelry). Lots of color!! I will def. be back for this cute dress I saw!