Selling what suits her

Christine Carrillo

With a plate of cookies at the door to make her customers feel at

home and the gentle scent of fresh flowers in the air, Caroline

Palanjian has tried to create an atmosphere that welcomes women of

all ages into her small world of resale retail.

Following the consignment career path carved out by her mother and

eventually followed by her sister, as well as giving into her own

drive for bargain shopping, Palanjian decided to take on the retail

business by opening her own business -- Caroline’s Resale Boutique on

East 17th Street in Costa Mesa. However, her retail focus took a

slight turn from the norm. She wanted to build a store that would

provide women with name-brand clothing at a bargain price.

“It’s not a thrift store,” she said. “It’s a fun boutique, a

consignment boutique, that sells gently worn high-end clothing.”

Carrying items ranging from hand bags to business suits, women of

all ages and sizes can, with the help of Palanjian herself, find

Ralph Lauren, St. John, Donna Karen and Gucci products for nearly a

third of the retail price.

“It’s great because you can afford to buy a whole outfit and you

don’t have to feel guilty about it,” said Crystal Gold, a Costa Mesa

resident and faithful Caroline’s Resale Boutique shopper. “I don’t

know who’s happier about it, my husband or myself.”

While the prices do lure customers searching for a mink coat for

their upcoming trip to Europe or a nice cocktail dress for a night

out on the town, her customers also enjoy knowing that each purchase

is a one and only.

“I think the biggest draw, besides saving the money, is she has

one of everything,” Gold said. “I know that what I get is really

going to be one of a kind.”

And Palanjian makes it easy for her clients to find those

exclusive items.

“She’s got just great stuff and great choices, and everything’s

beautifully organized,” said Judy Creely, a Costa Mesa resident who’s

been shopping at the store since it opened. “I like the organization.

It’s not a junk shop. Everything smells good. It’s fresh and it’s

color arranged so you just go right after what you’re looking for.”

Equating her job to that of a personal shopper, Palanjian makes it

a point to help her customers find exactly what they want. The moment

a woman enters her store, she encourages her to check out every

single rack and try on as many clothes as possible.

“I always try to have a nice rapport with clients,” she said. “I

love helping women ... and I’ll call my clients if I get something in

that I think they’ll like.”

By conducting a very selective consignment operation, Palanjian is

able to maintain a quality of clothing that her customers really

appreciate.

“I suppose the fact is that these are classic things and ...

they’re harder and harder to find these days,” Creely said. “Her

things just never go out of style.”

When she first started her business nearly three years ago,

Palanjian relied on her girlfriends and family members to search

their closets for clothes that met her approval. Now, while still

receiving the aid of family members in other states, she has

developed a group of regular consigners who appreciate her work on an

entirely different level.

“She moves the clothing fast, and I’ve made a lot of money there,”

said Elaine “Izzie” Izzo, one of the boutique’s consigners. “There’s

certain things that I know she won’t take. She really likes designer

names and upscale clothes and she’ll take some funky things, too. She

has a little bit of everything and everyone’s going to find something

there.”

Palanjian herself often finds it hard not to fill her closet with

the consignments intended for her store. Despite her desire to keep

some of the items for herself, she knows it’s a matter of business,

and it’s a business she plans on expanding in the future.

“I would love to have a larger store, because there’s a need for

more out there,” said Palanjian, a mother of three boys. “But this

store is like the little girl I never had. She’s a lot of work, but I

love that every day is a new experience.”