What’s in Store: Divaz
September 28th, 2007, 2:42 pm · Post a Comment · posted by Sam Mittelsteadt
Divaz Boutique
Tempe Marketplace, 2000 E. Rio Salado Parkway, Tempe
Hours: 10 a.m. to 9 p.m. Monday through Saturday, noon to 6 p.m. Sunday.
Information: (480) 966-7467
Of the independent fashion boutiques in Tempe Marketplace, Divaz is the first out of the gate: Owners Kristie Moore and Andrea Reiss opened the store’s second Tempe location late last week. The original, a few miles west on downtown Mill Avenue, caters mostly to Arizona State co-eds and those hardy enough to battle it out for parking; 
clientele at the new store has expanded to include students from Mesa and Scottsdale community colleges, fashionable moms and their high school daughters.
The core customer: “She’s really into fashion. Loves celebrities. Likes to look really cute, and going out on the town,” Reiss says. “Loves accessories — and smiles. Everybody who comes in here smiles.”
On the mannequin (left): Violet top with cap sleeves and gold braid trim by Lov-aholic, $26. (”A 65-year-old wom
an just bought this,” Reiss says. “She was out here modeling it for her husband.”) Necklace by Joia, $18. Lucci Big Stitch jeans by Henry III Generation, $258.
High price point (right): A few token pieces by Juicy Couture and Nicole Miller, but Reiss says for most customers the typical “splurge” is a dress by Revolver, $84-$140. (Red dress with keyhole detail, $104. “On a real person, it opens up below the bust line,” Reiss says. “So it’s not front and center on your cleavage.”)
Low price point (left): Tops by Lush, which start at $18. “Half the store is Lush,” Reiss says with a laugh. “They’ve got a really good material,” usually a modal knit. (Dress by Lush, $45.)
Top seller (right): Jewelry, which starts at $6. “It’s very rare someone will come in and not buy at least one accessory,” Reiss says. Especially if they buy a necklace by Joia — most, like the ones pictured here, are sold with matching earrings, often at less than $20. “Look,” she says, gesturing at the counter display. “We’ve only been open f
our days, and our jewelry cases are already half-empty.” (Gold hoop earrings, $18. Necklace with crystal pendant, $43. Copper bangle bracelets with crystals and leopard-print bangles, $6 each.)
Local lines: None.
She’s excited about: The return of the boot — especially the ankle-height bootie. “It’s so much easier,” Reiss says. “They go with any denim; I’ve even seen some girls pair them with miniskirts and oversize tops. But no matter what, you don’t have to zip them up to your thigh. You don’t have to worry about your calves. And they still give a great look.” The booties will arrive in earnest in November; for now, a taller Latchh model in cognac by Steve Madden sells for $126.
