When entering the store Private Residence on Fourth Avenue, a girl can expect a shopping experience that is unique from the rest.
Previously the store was known as ZT Boutique, owned by Zulema Toledo, but she has now passed it down to her daughter Alia Al-Rashid who is currently completing the process of transitioning it into Private Residence.
Wylie Westerbeke has been a customer for over a year and shared her experience of shopping at ZT Boutique/Private Residence and Al-Rashid’s hospitality.
“We’re on a first-name basis now,” Westerbeke said. “I throw my purse down when I walk in, and she shows me everything that she thinks I’ll like.”
Al-Rashid learned from her mother how to make shopping a real experience and how to make her customers feel comfortable. She said her customers can relax and feel at home while they peruse the store.
Westerbeke describes the store as having a homey vibe.
“It’s casual, comfortable and she always has cool music playing. I really like shopping there,” Westerbeke said.
Both Al-Rashid and her mother act as stylists for their customers, and Al-Rashid said she feels it is a better shopping experience for the clients when there is more of a connection between them.
“I’m here all the time,” Al-Rashid said. “If somebody comes in—I have a great memory. I can say, ‘Oh, you liked this one piece. Let me show you what I found.’ Girls will get an exclusive shopping experience.”
This family affair began when Toledo opened up ZT Boutique about eight years ago off the avenue with “one-of-a-kind pieces” and grew from there.
Once her boutique started growing, Toledo said her kids encouraged her to move to Fourth Avenue where she could continue her success. Toledo works in special education but has always enjoyed fashion.
For Al-Rashid, fashion is a true passion that she studied while attending school in Los Angeles. When she came back, she started managing the boutique for her mother.
“Well her interest is solely [fashion,] and she was a stylist for a celebrity in LA,” Toledo said about her daughter.
While managing her mother’s store, Al-Rashid decided to start her own.
“My mom always had a certain clientele and I always wanted my own store as well, and I got a lot of practice from her,” Al-Rashid said.
Al-Rashid’s clothes are attractive to those of the younger crowd, especially the women who attend the UA. She says her clothes encompass many styles.
“I have a lot of urban stuff — really effortless, casual basics,” she said. “Some of my pieces are super edgy. Like, I have biker jackets but then I cater to—especially in the summertime—the crop tops and stuff like that. It has a range of style.”
Al-Rashid has not forgotten about her roots and wants to carry some of her mother’s clothes in her shop to be able to cater to any age.
“The clothes can go from 18 to 50. I like that idea, especially because me and my mom always share clothes. I like for a girl to come in and to find something that you’re not going to find anywhere else,” Al-Rashid said.
Westerbeke said that Private Residence regularly has new items. She said that every time she goes to the store she knows that she is going to find a new article of clothing that she will like.
Al-Rashid is set for her grand opening in the middle of September and hopes to have a party at her boutique to show off her fall merchandise.
Toledo is excited for her daughter to open up her store and to move her own store to its new location at Monterey Court. Toledo’s new location will also be opening in the middle of September.
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