Michelle’s Boutique offers soft and lovely women’s clothing that is created and chosen to make every wearer feel special.
Owner Michelle Von Flowtow opened her shop almost 18 years ago, after styling and dressing women both in the entertainment industry and out. She opened and ran other clothing stores, as well.
“I have always loved the trends in fashion and I have combined the trendy with the classic look in women’s contemporary clothing,” she said.
Having worked as a model and actress, Von Flowtow knows what makes women look their best. Her styling and design has taken her clothing to the red carpet, and has been part of TV movies and films.
While she still styles her clients in person, she notes that in the last few years, along with expanding, her business has changed.
“People tend to reach out to me on social media," she said. "I don’t get the walk-in traffic I used to get, and I have been shipping all over the globe, across the U.S., and as far away as Canada and Germany."
Approximately 50 percent of Michelle's business comes from social media, said Von Flowtow.
"People who have seen my clothes and will DM me and say ‘I love this, what else do you have like it?’”
She adds “Of course we live in a touristy town, so a lot of people I’ve met over the years in person perhaps once, continue with me online.”
Von Flowtow’s most unique and most popular item is a dress that she’s designed herself.
“My designs are one of a kind or limited edition. This particular dress is bright, with bold colors, very resort, very Miami kind of look, but also a kind of look for here at the beach. It’s a plunge neck halter dress that you can take from wearing over your bikini to a restaurant for lunch or dinner. Just throw on heels and go.”
She notes that the same dress has also been seen at a lot of red carpet events, and even on a cast member in Real Housewives of Atlanta.
While Von Flowtow has many different designs, she’s currently carrying about five of her own styles in her store.
“What I most want people to know about my shop is that I design and style for any body type. I’m known for making one to three different designs that are flattering and sexy, but you can eat and drink comfortably while wearing them. They’re draped just right and made for a woman’s body, with ruching in the right places and things like that. You can feel sexy but be comfortable and go from the beach out to dinner wearing the same dress,” she explained.
Ahead for the future: “It’s so fun what I’m doing now, but I also see myself expanding in my designing and possibly selling to other boutiques. I’ll be taking my designs to a bigger level and getting them in a show room, so they can be seen all over,” she said. “But I’ll continue offering them here in Hermosa Beach as well.”
Michelle’s Boutique is located at 1128 Hermosa Ave. in Hermosa Beach.
For more information, visit michelleshbca.wixsite.com/beach or call (310) 704-5272.