Tribune staff report

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July 11, 2014
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New boutique opens in Harrah’s

A longtime South Shore resident with 30 years experience working off and on at a local retail store has opened a new boutique inside Harrah’s Lake Tahoe.

Julie Mitchell opened her first business, j Boutique, to clamoring Fourth of July crowds. The first weekend of business went so well, in fact, she had to fly to L.A. this week to restock her store.

“I’ve been scared,” she said of starting a new business. “But it has been my dream to do this.”

The store offers pajamas, shoes, jewelry, shirts, dresses purses and more at a variety of price points. It also offers men’s shirts made by brands, such as Robert Graham, that Mitchell said aren’t available anywhere else in the area.

“If this takes off, I may open a men’s store, too,” she said.

For her business strategy, Mitchell said she plans to focus on customer service — something she became known for at her previous job. She also plans to “take care of the locals” by giving a discount to South Shore residents.

The boutique is open seven days a week from 10 a.m. to 7 p.m. Monday through Saturday and 10 a.m. to 6 p.m. on Sundays. For more information, call (775) 586-9333.


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Tahoe Daily Tribune Updated Jul 11, 2014 02:20PM Published Jul 16, 2014 02:28PM Copyright 2014 Tahoe Daily Tribune. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.