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Meet Guy and Heather Howard of The Spoiled Avocado and Mimi’s Boutique SoCal

Today we’d like to introduce you to Guy and Heather Howard.

Guy and Heather, please share your story with us. How did you get to where you are today?
Mimi’s Boutique SoCal is a result of my wife’s longtime dream of owning a women’s boutique coming to fruition. She has always had a knack for fashion, and would regularly accompany her friends to the garment district in Los Angeles and assist them with dressing fashionably and affordably. In 2014, we both were retired from first careers, which gave us the time and resources to establish Mimi’s Boutique SoCal, with a focus on providing current fashions and brands at affordable prices in an inviting and friendly atmosphere.

We had a lot of fun getting the business up and running, and while doing so I got the bug to do something on my own, and that is how The Spoiled Avocado was established. I tried to think of a niche to fill in our small town, and kitchen gadgets, gifts, and gourmet food and wine seemed like something that would flourish and be fun to operate. Our stores each started in extremely small buildings, roughly 250 square feet each, and we quickly learned that we would need more space to appropriately accommodate the desires of our customers. After about 5 months in business, we secured a much larger building directly across the street from our original stores and consolidated both businesses under one roof. I completely refurbished the inside and outside of the new store in order to appropriately brand our businesses and the results have been very well received. We have now been in our new location for almost 3 years.

The Spoiled Avocado has won the “best housewares” award on the San Diego “A” List in 2016 and 2017, and Mimi’s Boutique SoCal has won the runner up award for “Best Women’s Boutique” on the San Diego “A” List in 2016 and 2017.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The hardest part was finally getting the courage to dive in and go for it. It’s pretty scary to dedicate the amount of time and money it takes to start even the smallest business. However, we believed in ourselves and our products and knew we had the desire and perseverance to see it through. The next hardest thing was bringing on help and giving up some control, because eventually, it just becomes impossible to do everything ourselves. We have been blessed with the most amazing employees you could hope for, and that has added tremendously to the success of our business.

Alright – so let’s talk business. Tell us about The Spoiled Avocado and Mimi’s Boutique SoCal – what should we know?
I would have to say that Mimi’s Boutique SoCal is most known for Mimi – Heather Howard. She is over the top friendly and helpful, and is an expert at dressing people. Women come in and get personal 1 on 1 attention from Heather. In addition, we have two very well-trained ladies, Annah and Nancy, that are more than capable of giving that special Mimi’s touch to our customers. We also want to give people exceptional value and quality, and we do that in both stores. For all of our brands that have Minimum Advertised Price (MAP) requirements – we sell them at the lowest price allowed by the manufacturer. That means that most of what we sell, you won’t be able to find cheaper anywhere else. Most people that come to Mimi’s that are familiar with the brands we sell are very happy with the affordability we provide. At The Spoiled Avocado, we are known for carrying a multitude of locally made, proprietary, and private labeled products. If you want something “from Fallbrook”, this is the place to go. We also carry name brand quality kitchenware, so if you want to cook, with brands like Wusthof and All-Clad, we can have you doing it right.

Is there a characteristic or quality that you feel is essential to success?
We love what we do and people feel that when they come in the store. We want people to be happy and comfortable from the time they come in, until the time they leave. And if they need to come back with a return, we try to make it as easy as possible. The store is beautiful, and it is a unique experience – especially how the two stores are “mixed” under one roof. It an unexpected mix, but it works well and people really love it.

Contact Info:


Image Credit:
Juan Cardenas
Annah Hill
Rachel Smith

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