Use #PRIMbabes for the chance to be featured!


Posted on 10 July 2017

For me, every year is about growth. Two years ago, I opened a Los Gatos location for PRIM, and last year I ventured into children's goods with its sister store POP. My intention is to continue expanding my horizons, however, rather than opening a new storefront, I wanted to focus on growing my online presence this year. Additionally, my hope was to carve out more time to be with my husband Scott. Our love of food, music and new experiences led us to create a list of everywhere we wanted to travel—which ultimate set the stage for PRIM’s own 2017 bucket list.

My profession as a fashion expert influenced this ambitious itinerary. When I buy products for my three stores, I am always buying collections, typically six to nine months, in advance. As I started sorting through all of the upcoming styles and trends, planning our inspiration boards and laying them out for our lookbooks, I started to see some geographic influences—ones I wanted to not only translate into wardrobe essentials but also explore in real life. I decided to plan our destinations around each season.

The first stop on our list was Vegas. This was the perfect canvas for me to unveil PRIM’s festival-inspired fashions. After an epic shoot on the outskirts of town, Scott and I got to pursue our own #DesertDreams in Sin City.

As I started planning for us to #SeasTheDay in some sleepy beach town for summer, I stumbled upon Sayulita, Mexico while on Pinterest. Friends and customers confirmed that this under-the-radar hot spot was a favorite for pro surfers, yogis, and hippies alike. And I was sold! This would be the perfect backdrop to introduce the upcoming Spanish-infuenced trends, including bright colors, pom-pom accessories, and floral appliqué, as well as two all-new categories to the PRIM family: Resort (including swimwear!) and Active.

After landing in Puerto Vallarta, we ventured about 30 miles south, twisting and turning through the jungle, to get to the hidden town. We stayed at a private residence, nestled above the town (the view!), and got everywhere by golf cart. Before we could paint the town red, we noticed saturated shades splashed everywhere: on every other uniquely-painted building, the iconic flags hanging on the the main strip, and the pom decorations in store windows (look familiar?). While the weather was slightly cooler than the heat wave P-town was enduring mid-June, the humidity made it feel just as hot. We weren’t complaining though! We even made time to shop—everywhere from the alley market to high-end boutiques—sipped on green juice and munched on acaî bowls (at the recommendation of our lovely models), and even found a go-to restaurant, Rustic Pizza (Italian-Mexican fusion… don’t ask). The town was safe, environmentally-conscious, family-friendly—and has the PRIM babes’ stamp of approval!

We were able to unveil summer-ready styles from all-new brands, including Tiare Hawaii's beach-and-beyond basics and Rebels Footwear’s chic slip-on shoes, as well as an exclusive capsule collection from one of our beloved brands, Goldie London (available for preorder here!). Soon, we will be adding Foxiedox’s Spanish-inspired semi-formal pieces, For Better Not Worse’s philanthropic not-so-basic basics, and All Fenix’s fashion-meets-function workout wear into the mix as well (spoiler alert: you don't want to miss it!). Furthermore, we made memories that week that will last a lifetime. 

As I reflect on the year thus far, I can't believe how fortunate I am that I get to combine travel for business and pleasure—and that Scott is along for this wild ride. As our relationship grows, my other passion for business is fueled.

Shop our #SeasTheDay collection here, and stay tuned for the next stop on our bucket list! 

xo PRIM babes,



A huge thank you to everyone that helped bring this vision to life: 

Photographer: Francesca Penko 

Models: Katrine Baker, Lindsay Foster, and Jamie Kidd

Senior Store Manager/Assistant Buyer: Justine Richardson 

Content Writer: Katie Davidson (Computer Katie)

House Rental: Airbnb

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