Resort wear arriving at Josef

Please excuse the iphone photo, but I wanted to share the newest arrival at Josef Boutique with you. We just got our Paul & Joe Sister resort clothes in the shop. Pictured is a silky coral-pink printed tunic styled with the Ksubi Super Skinnies. Imagine them with brown leather flat sandals and a pair of aviator sunglasses. This is a great, yet stylish outfit to travel in. Too cold in the plane? Bring a super soft and warm pashmina to stuff in you bag. Once you arrive at your final tropical destination, you'll be cool, comfortable and ready for a mai tai!

The jewelry at Josef

Since opening the shop, the clothes have been getting all the attention, however, there are a few select pieces of jewelry at Josef. There is only one of each jewelry item, so you'll be one-of-a-kind here in San Mateo if you get your hands on one. The designer, Alisa Taxe of Alisa Michelle, has been designing jewelry for 20 years. The coin necklace concept was inspired by her recent trip to Europe. Each necklace has a meaningful phrase, quote or story behind it. It is intended that the wearer apply the meaning to their daily life as a reminder of what they believe in. The coin necklace featured in the picture has a gold filled chain and says "i am green" ($52).

Josef closed on Thanksgiving day - Open on Friday

We'll be closed on Thanksgiving day, but will be open bright and early on Friday morning for a sale. All clothing will be 20% off from 9am to 12pm Friday, 11/28/08. Hope to see you!

Josef featured in the local paper

The shop was featured in the San Mateo Daily News under a column called Town Talk. There's no way to link to the page so here's the text.

San Mateo Daily News 11/21/2008, Page A26
FASHION IS HER PASSION

Armed with a degree in mathematics and a resume that includes a stint at Yahoo!, San Mateo native Felicia Jose is turning her energies toward her first love—designer clothing.
Felicia is pleased to announce the opening of her new shop, Josef Boutique, located at 60 E. Third Avenue in downtown San Mateo. Influenced by girls on the streets of Rome, Hong Kong and London, Jose is constantly scouting out new fashion trends, and has an eye for new designers like Miguel Adrover. Having a very distinct concept for her boutique, Jose researched and sought out newer designers who produced wonderfully contemporary yet classic clothing. Josef Boutique carries lines of clothing by Paul & Joe Sister, Dorothy Lee, Twinkle byWenlan and celebrity favorites, such as Yoana Baraschi and Wren. A long-time admirer of fashion powerhouse designer Anna Sui, Felicia has also included some of her designs into the collection. 'It's important for me to select clothing my custom ers will feel unique in whether they wear it out to brunch, work or a party'. Felicia keeps three words in mind when selecting clothing for her store: quality, style and whimsy. This tiny boutique packs a big fashion punch, so stop in at Josef Botique and tell Jose the Daily News sent you. For more information, go to www.josefboutique.com.

Copyright © 2008 San Mateo Daily News 11/21/2008

Clothing survival guide for holiday parties

With Thanksgiving around the corner, women should be gearing up to dress for all the holiday gatherings. There are a handful of occasions. Let's see, there's Thanksgiving, your company party, your significant other's company party, friends' holiday cocktail parties, the religious and cultural celebrations, and New Year's Eve. Here are ten pieces no gal should be without during the holidays.

The Items:
1. Dark blue or black jeans
2. A cocktail dress
3. Warm cashmere sweater
4. An elegant winter coat
5. 1 party top
6. Interesting heels or sweet flats
7. Dangling earrings
8. Substantial necklace
9. Fun bracelet
10. A clutch purse

The key to creating outfits is making sure all the pieces you start with go together. Essentially, you're building a micro-wardrobe. Wear the jeans with the party top and earrings or with the sweater, necklace and heels for the more casual events. The cocktail dress can be worn with the heels or the flats - changing the shoes changes the outfit. Notice that the clutch, coat and bracelet go with all of the other pieces, and both shoes work with any outfit. Choose colors and fabrics you like and have fun with it.

Stay warm and Happy Thanksgiving!

Downtown san mateo

On Sunday I wrote about taking pictures of some of the pieces I had in the shop. Here's a pic of me working. Now that the shop's open, there's still lots to do to let people know I'm here. At the top of my list is meeting the other business owners in downtown San Mateo. Everyone was really nice. Big ups to Ellen at Lula Lu and Mike at Atlas.

Anna Sui package arrived!

My first shipment of Anna Sui arrived at the store today. It's super exciting. Among the new pieces are a tunic, jersey dress, and a special chiffon party dress. They're still in the original packaging, I literally just opened the box. They are definitely signature Anna Sui pieces, vibrant and full of prints. Visit the store to see them in person!

Hobby to necessity: taking pictures at Josef

Yesterday at the shop I spent the afternoon taking pictures of some of the clothing. As you can see from the pic above, I did some heavy doctoring. They're for my Josef Boutique polyvore. Once they're all up, I can start creating sets using the clothes in the boutique. The top is by Yoana Baraschi, chiffon with a jersey lining. It's super comfortable and the cut's very flattering.