Photograph by George Sakkestad
Daphne Lerum recently opened Amber Rose in Los Gatos.
After more than a decade of success in downtown Capitola, Daphne Lerum decided to expand her business and open another Amber Rose clothing store, this time in Los Gatos.
She chose Los Gatos for several reasons, including the town's image and the fact that many customers she meets "over the hill" actually reside in the Santa Clara Valley. Her store's name, incidentally, comes from her favorite girl's name.
"What I sell is mostly 'missy clothing.' It's a little bit 'careery' but comfortable, easy to take care of and looks good," Lerum says.
"The real focus is on being comfortable in your clothes and not spending a lot of money. We're always trying to bring in things you can cross with other lines and make different outfit combinations."
Lerum adds that store manager Holly Adams puts together displays to give busy customers additional easy ideas on outfits and accessories.
The clothes from which customers can choose vary with the seasons. Currently, Amber Rose stocks comfy, fleecy cotton sweatshirts, turtlenecks, colorful sweaters, canvas twill long-sleeve blouses, slacks, leggings, broomstick skirts, casual and dressy dresses and some denim thrown in for good measure.
Accessories include scarves, belts, handbags, hats, necklaces and earrings. Rounding out the store are three roomy fitting rooms in the rear, a sofa and a hutch with complimentary coffee, tea and cookies.
Amber Rose, 210 N. Santa Cruz Ave. Mon.-Sat., 10 a.m.-6 p.m., and Sun., 11 a.m.-5 p.m. 354-3366.
This article appeared in the Los Gatos Weekly-Times, January 8, 1997.
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