Dietle James

AMAZING store! This store is like a hidden-​gem in santa cruz.
Some items are pricy, since they are from popular brands, mostly worn by celebs, but well worth the money. This is where you’ll find that amazing tee/​top/​pair of jeans/​dress you will feel confident everytime you put them on (hello, how many times do we change before going on a date or going out with friends?); this is where you’ll find that beautiful sun dress for a beach BBQ party (and stand out).; this is where you go if your personal style is laid-​back California meets causal luxury.
I also really liked the old location across the street, I loved taking a peek at the clothes while driving by. The new store feels cozier (used to be a toy store), love the paint though.
Love Aimme the owner. Very Sweet gal, she welcomes you with a bright smile and a great selection on summery, beachy, casual, & chic clothes. I pretty much buy most of my clothes here!
Aimme has an eye on picking quality pieces that will literally transform you! I first walked in 2 summers ago just cruising the village, didn’t really expect much, knowing my own insecurities on i.e. fat arms, but Aimme has proven to me that with the right fit, style and brand, you WILL look slim! Here are some of the brands I learned from her, that I am in love with ever since: AG, Genetics, Indah, Gypsy 05, Nation. Ltd, Wildfox, Tkee sandals.
So bring a girlfriend or two and shop ’till you drop!
BTW: extend your hours please? I have stopped b before and you were closed. Can’t help it, I love beautiful clothes.
–Kelly

by far my favorite boutique in Capitola Village. I bought a Maya bathing suit from here and get compliments every time I wear it. The owner is super helpful and carries cute, quality designer brands from LA. This shop has a ton of cute beach cover ups and maxi dresses which I love. I can’t stay away from this shop! good for style, not so good for my pocket book :)

I love everything about this place. The clothing and the owner alike. Unfortunately it is too pricey for me, but every once in a while I treat myself ;) I hope their business thrives! It’s my favorite window to look into as I drive through the village.

this is our best shopping in santa cruz… cute small boutique, gorgeous jewelry, comfty underwear and enjoy that the owner finds alot of her items from la. pricey store but evrything fits great… take a visit!

I love this Boutique. Everytime I visit Capitola, I need to go to this place. The owner is a very friendly who knows exactly what looks good on me. She pulls out pieces that I would never have chosen and it all looks great. I always come back home and get compliments on everything I buy. I just bought this cute cropped jacket and every day I am wearing it someone compliments me.
It is located right in the best little shopping area, near the Beach. I love road tripping it there.

This boutique gets 5 stars from me. Aside from the M-​A-​J-​O-​R designer line up in denim & dresss, this store is special. I purchased one of my favorite accessories of this year from this store! It’s small & trendy yes, but is so much more then that. The buyer herself handpicks the jewelery from über hollywood L.A. up and comings, as well as established. The owner herself offers a real honest opinion on if those skinnies really are rockin’.or not. Go happy & leave fabulous with something that you will not find anywhere else in Santa Cruz. Fashion forward and on trend, best boutique hands down in these parts.

Fun selection of clothes! Super helpful and great and putting together cute outfits for you! Selection includes True Religion, Hudson, Current Elliot, J Brand Jeans, Ella Moss, Young Fabulous Broke, Alice and Olivia and they have the best selection of Maya Bikinis! A must if you are down in Capitola Village. Best boutique in town!

This is a small, trendy boutique in Capitola. I bopped in here to take a look around and saw they have a small, carefully selected amount of designer duds. It is owned by a mother and daughter in law team. I was greeted and just browsing and was not hounded or pressured which was appreciated.
They carry a few lines of designer denim, True Religion and J-​Brand to name a couple. Also carried were casual & dressy tops, dresses, swimsuits, T-​Shirts and some of the softest sweats I’ve ever seen. There were also a few shoes, handbags and accessories, including jewelry. Some of the brands they carry are Alice & Olivia, Dolce Vita, Young Fabulous and Broke, Rebecca Minkoff, Trove Tkees, to name a few. Be prepared to drop some cash, though!
Overall, this is a nice little boutique and I would return if I needed denim or was on the hunt for something special. 3.5 overall rating.

I love this store! My first time in was last week and I was so excited to find such a unique boutique in Capitola. The small swimwear selection is worth it! Don’t be fooled by all the other shops, nothing comes even close to Dietle James. It’s full of beachy, California style that fits in so perfectly everywhere!
Highly recommend this store. I want it to last!