Upscale fashion brand Joie joins La Plaza

La Jolla’s new luxury shopping center announced its first national tenant Monday in conjunction with the center's grand opening.

Joie, an upscale women’s fashion brand found in Nordstrom stores, plans to open its first San Diego-area boutique at La Plaza La Jolla this fall.

The Los Angeles-based brand describes itself as being inspired by vintage style, with “both modern and timeless” design elements. Its clothing line resembles the marriage of the boho look of Free People and the casual chic fashion of Madewell.

Prices range from $78 for a T-shirt to $998 for the sand-colored Vivianette leather moto jacket. A pair of patterned Merci shorts costs $158, while the black Dasia jumpsuit will set you back $218.

Owner and creative director Serge Azria launched Joie in 2001 as a casual-chic line of clothing for what he sees as fashionably savvy modern women. He then introduced Joie shoes in 2007, followed by a collection of soft-fabric clothes in 2010 and handbags in 2012.

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The fashion label, originally carried only in high-end department stores and specialty stores around the world, has been opening freestanding boutiques in the United States during the past two years. The La Plaza store will be Joie’s fifth in California and 10th nationwide.

La Plaza La Jolla, a Moroccan-themed retail center, opened Monday in the old Jack’s building with several local brands on the roster, including the Beaming cafe, Whisknladle Hospitality’s new Catania restaurant, Elixir Espresso & Wine Bar, and La Lissilla Boutique’s second location, La Scarpa.

Over the past two years, real estate developer Davlyn Investments remodeled the three-story, 27,000-square-foot space at the corner of Wall Street and Girard Avenue, creating more open gathering spaces for shoppers to hang out.

In addition to bringing in local companies with strong followings, Davlyn said it’s working to attract national and international luxury brands that may not have a presence in the San Diego area yet.

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