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Hidden Gems: Meet Isabel Moreno of Isabel’s Boutique

Today we’d like to introduce you to Isabel Moreno.

Hi Isabel, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I have always wanted my own store since I was little, I just never knew what exactly. I think I was mostly inspired by my dad, he always had some kind of business growing up. He came to the United States from Tijuana, Mexico and has always been a hard worker and one of my greatest supporters along with my mom and loved ones. Growing up I remember my dad having a limousine business, party rental business, fixing cars, restoring classic cars. I was more interested in crafting, sewing, painting, I’ve tried it all. As I got into high school I started making my own tote bags using shirts from thrift stores. My parents encouraged me to sell at the Farmers Market in Otay Ranch Town Center. It was really fun but I it was getting difficult for me to balance school work and running a business. So I let go of that dream, but there was always a little part of me that didn’t want to let go. Eventually I graduated High School and attended Southwestern College. I got my first job at a retail store, that’s where my love for fashion and accessories started. I worked in retail for about 5-6 years and moved on to work at a shipping and packing store where I learned about everything that had to do with shipping and handling and how to process packages through FedEx, PS, USPS and international shipping. That’s how I got the idea of combining both my experience in retail and in shipping. I went back to school, got an associates in Business management and started my online boutique!

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
The hardest part was getting started. The fear of what ifs. What if it doesn’t work out, what if I fail, what if it’s just a dumb idea. So I started writing my ideas down from the name of my business, to researching what I wanted to sell, to starting paperwork (permits, licenses, etc)
There have been times where things became hard and I just wanted to quit, but God has given me many opportunities and has opened many doors for me that time and time again have proved it’s all worth it.

Thanks – so what else should our readers know about Isabel’s Boutique?
Isabel’s Boutique is an online boutique where we sell all kinds of accessories. That includes jewelry, keychains, wallets, mystery bags, skin care products, and a subscription box. I try to sell accessories that are cute and unique that you can’t find in other places and for a fair price. I think my style is what sets me apart, I include items that I think represent a piece of me. Cute and quirky. I also started a subscription box this year. I like to use this as an opportunity to collab with other smaller businesses that offer different products than I do. It’s so fun to create a new theme for each month and to feature a different vendor to match the theme. I put in a lot of thought and research for every collab that is done. I make sure to buy their products as a customer, test them, and do my research. I want my customers to be happy and for my featured vendors to be well represented in each subscription box.

How do you define success?
I used to think success represented the number of likes I had or the amount of followers I got. But success to me is every time I have a returning customer. It makes me feel like I’m doing something right. They like my products and they want to come back to my boutique and buy again. That warms my heart!


  • Subscription Box $15
  • Mystery bags $5

Contact Info:

  • Email:
  • Website:
  • Instagram: isabels_boutique
  • Facebook: Shopisabelsboutique
  • Other: Tiktok: isabels_boutique

Image Credits:

Lindsey McCoy Photography Instagram: @lindseymccoyphotography Personal photo by me

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