Wonderfully eclectic décor, friendly staff and racks filled with of-the-moment finds from brands like Evisu, Boxfresh, nd Tokidoki create the perfect catalyst for a blissful shopping experience at the Red Lemon Store. While you’re there you might see a celeb or two, or catch an impromptu hula-hoop performance from Phnewfula, the storeowner.

The charming boutique is the conduit for Phnewfula’s two big passions: fashion and music. Before delving into the world of retail, Phnewfula worked in the music industry where she not only forged relationships that continue to help her business grow- Common’s DJ was hanging around outside at interview time, but she learned just how far a little drive and determination can take a young entrepreneur.

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The retail spot thrives on diversity, attracting everyone from the neighborhood passerby, to the video vixen, and everyone in between. Phnewfula makes a conscious effort to select merchandise that you won’t find in every other boutique, citing that she has had to drop certain lines and products due to overexposure. Fun and flirty dresses by Voom and clothing from House of Dereon collection are among the best sellers. Other brands featured in the store include Habitual, Frankie B, Le Tigre, Hudson, Krispy Klean, Stash House and Modern Amusement.

Phnewfula and her crew, affectionately known as ‘Team Sexy’, had cause to celebrate recently, as the store marked its one-year anniversary. With future plans to set up shop in DC and Toronto, there are no signs of slowing down for the Red Lemon Store.

If you can’t make it into the Los Angeles location, you can shop online for men’s and women’s clothing, accessories, as well as bath and body products at their website, www.theredlemonstore.com. Either way, you’ll be hard pressed to leave empty handed.


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