When I first met Cecelia Church, I secretly hoped we would be become friends. Stylish, kind and creative, she curates the most amazing treasures for Vocabulary Boutique, the store she owns in Little Italy, San Diego. Going on her fifth year of business, I chatted with her about where she finds inspiration, what it takes to run a successful business and what makes her tick.
Tell me a little bit about Vocabulary.
Vocabulary is a chic boutique in Little Italy, San Diego. Independently owned. We carry men’s and women’s apparel, accessories, paper goods, and home decor. Our mission is to assist people in articulating their style. We are trained stylists who know that when you are wearing just the right thing, you feel a special joy. We want everyone to experience that joy everyday.
How did you come up with the name Vocabulary Boutique?
A lot of brainstorming: I wanted a name that stated that we had many tools for people to use to articulate themselves, a cousin came up with vocabulary and I came up with Articulate Your Style and I’ve never looked back. Together, its just perfect. 🙂
A lot of brainstorming: I wanted a name that stated that we had many tools for people to use to articulate themselves, a cousin came up with vocabulary and I came up with Articulate Your Style and I’ve never looked back. Together, its just perfect. 🙂
I think there is a big difference between a dress and necklace that are okay and a dress and necklace that are so perfect you can’t wait to wear them again and even if someone brought you 100 new options you liked, you would say, no thank you, I’m good, 🙂 I’ve got this! That is a perfect pairing and there is nothing like it.
What did you think your dream job was before your dream job found you?
I didn’t know but I dreamed about fashion design, art, styling and interior design. I always thought I would be a leader or entrepreneur.
The best part about owning your own boutique?
1. Building relationships with customers 2. Achieving wonderfully styled images for social media 3. Buying 4. Merchandising 5. Financial reports 6. Building and maintaining/inspiring a team… I love every aspect of my job. 🙂
What was the tipping point in your business that made you feel like it was going to thrive?
The first day we opened we had a good sales day. RELIEF. The first year we were open we exceeded the bottom line for continuance, deep sigh and hope for future. After 4 years I hoped for a 10-year lease. I think the 3rd year I began having confidence, and in year 5 I now think of ways to make it thrive and grow instead of just surviving.
What is the hardest lesson in business you’ve learned?
Get cash and credit when you don’t need it and staffing is really challenging.
What advice would you give to someone hoping to follow in your footsteps?
Create a plan to succeed in the best possible way. Know your bottom line and then dream up the best-case scenario. Visualize it and realize it.
Where do you see yourself/Vocabulary in 5 years?
I hope to have one or two more locations, a small amazing staff and to personally be focused on the buying, marketing and individual appointments with clients. I hope to have a child and continue to support my husband in his design work.
Favorite quote or personal mantra?
Do it or don’t it.
Try hard!
Show up.
Favorite item in your wardrobe?
Oooh so many: I LOVE an off white strapless party dress that I bought years ago and get VERY excited to pull out for special occasions. I have several pair of shoes that make anything I wear feel that much more special, in particular a great pair of black/white woven strappy heels from Zara that elevate anything I wear to fabulous. 🙂
Three wardrobe items every woman should own?
Perfect pair of denim (fit, wash, cut all on point).
Perfect white tee and/or tank.
Perfect pump (comfortable so you wear it, fabulous so you wear it with almost anything).
What trend are you most looking forward to this spring?
The floral prints that are traditionally associated with spring are in abundance this year and particularly beautiful.
Favorite places to shop?
Vocabulary, J. Crew, Madewell, Nordstrom, Kate Spade, DSW.
Anna Wintour invites you to the Met Ball. Who do want to dress you, what does it look like and who do you want sitting at your table?
Rachel Zoe dresses me and sits at my table with Marc Jacobs, Audrey Hepburn, and Bill Cunningham. I’d like some other quality people at the table that care about one another and are good at socializing. I’m wearing a sheath or column dress in silk satin maybe… I will think more about this so maybe it can come true. I’m over the moon about the evening and trying not to spill my champagne. 🙂
Any guilty pleasures?
TV! Bravo reality shows until there is conflict and I have to turn them off. House of Cards, Girlfriends Guide, Sex and the City…
Where do you find inspiration, OR who is your style icon?
Where: Fashion magazines – current and vintage, style bloggers, ladies that shop at my boutique, Pinterest.
Who: Coco Chanel, Oscar de la Renta, Rachel Zoe, Tom Ford, you:), Conni Jespersen, Anda Ontiveros. I love real life fashionistas that dress for themselves in a way that is striking and well curated. I often drool over 70s styling.
If I didn’t own Vocabulary, I’d be…
A stylist and/or creative director for a designer or design firm. Or fashion editor for a lifestyle magazine.
Lead Image by Locale Magazine, Cecelia Photos by Krisnoff Photography, Close-ups by In Spades
looks like i need to get back to socal to visit 🙂
xx.M
http://www.bellesandrebelles.blogspot.com
Definitely! 🙂 The west coast misses you!