2 new women’s clothing boutiques open in downtown Atascadero
Two new women’s clothing boutiques have opened in downtown Atascadero, just in time for the holiday shopping season.
Since opening at the new La Plaza development in the past two months, the owners of Ametza and Ernest Grace said they’ve had repeat customers and lots of positive feedback from nearby businesses and others in the city.
“It’s really quite a community,” Ernest Grace owner Kelsey Miller said of Atascadero.
Ametza — Spanish for dream — is just that for store owner
For Atascadero resident Erica Garate, opening the contemporary women’s clothing boutique Ametza fulfilled a lifelong dream of being able to bring fashionable brands to her hometown.
“I really wanted to do it for years and years, and I really wanted it to be in Atascadero, but for a while I didn’t feel like Atascadero was quite ready for it,” Garate said.
But in recent years, she watched as the city and developers like Z Villages started investing more in the downtown corridor. Once new businesses started opening in the La Plaza development, Garate felt that the time was right to open her store.
“We just didn’t have the foot traffic yet, and all of a sudden there was starting to be a little more of a buzz in Atascadero,” Garate said. “Things were starting to come together and nicer buildings were being built, and we kind of have like a nice central city. So I thought OK, now’s the time.”
Ametza opened in October, and already Garate has had some repeat customers who love that she’s been able to bring more stylish, high-end brands and merchandise to Atascadero.
The store sells high-end women’s wear and accessories such as Hammitt purses, Paige jeans, Free People clothing and more. Prices range from $20 to $30 up to $300 for statement pieces.
Garate looks for new brands to add to the store’s inventory each week and is working on sourcing more inclusive sizing options for her customers.
“We’ve always loved the boutiques that have been here, but I think everybody, including myself, is excited to add to that and have more places to shop,” Garate said.
Ametza is at 6300 El Camino Real. The store is open Wednesday to Saturday 11 a.m. to 6 p.m. and Sunday to Monday 11 a.m. to 4 p.m.
Ernest Grace brings sustainable, vintage fashion to Atascadero
After relocating from San Francisco to Templeton about four years ago, Kelsey Miller decided to apply her experience as a prop and wardrobe stylist and passion for sustainable, vintage fashion to an online business buying and selling secondhand clothing.
Miller said she would search the racks and internet for unique items other people might enjoy and “be able to reuse, and repurpose —just bringing life to old items.”
“Fast forward a couple of years, and our garage is completely filled with clothing, my desk and photo lights,” Miller said.
Miller said she originally planned to expand to a small storage area, but after seeing the development at La Plaza, she realized the buildings would be perfect for a storefront property.
In November, she opened Ernest Grace at La Plaza. Ernest Grace is a buy-sell-trade store where people can bring their gently used and vintage women’s and children’s clothing to the store and rotate their closet.
“I think people should have a unique style and not wear the exact same item as everyone else in town,” Miller said.
The store features vintage pieces as well as higher-end brands like Urban Outfitters, Anthopologie and Free People which are typically expensive but are resold at more affordable prices at Ernest Grace, Miller said.
The vintage items are what are selling best right now, and in the two weeks she’s been open, she’s even had some repeat customers.
“Everyone’s feedback has been so positive and encouraging,” she said.
Miller named the store after her cat, Ernest Grace.
Ernest Grace the cat is polydactyl, meaning she has extra toes on her paws. Polydactyls are also called Hemingway cats, because Miller’s cat’s namesake and author Ernest Hemingway was reportedly gifted a polydactyl cat and now upwards of 50 polydactyl descendants roam his historic property in Florida, according to the Ernest Hemingway Home and Museum.
Ernest Grace the cat had some health problems a few years ago, but she has made a full recovery.
“I named the store after her (because) if times got tough to always remember that I always had faith in my cat, and (now) she’s perfectly healthy,” Miller said. “To remind myself that there’s going to be tough times but hopefully you’ll get through them.”
Ernest Grace is at 6450 El Camino Real and open Tuesday to Saturday, 12 p.m. to 6 p.m., but the hours are subject to change.
This story was originally published December 2, 2022 at 5:30 AM.
