The Willow Glen Resident

European indulgence glides onto Lincoln Avenue in April

By Christine M. Lias

Besides April showers, next month will also welcome a new bath and body store to the Avenue.

Absolute Indulgence, described by owner David Price as an exclusive and whimsical store, will bring a combination Europe/ Carmel feel to 1314 Lincoln Ave., where Prudential California Realty once operated.

Price said he is "extremely excited" and "can't wait" for the business's opening, which is tentatively scheduled for the second week of April.

"It was a dream that I had five months ago. I was waiting for the perfect spot to open up on Lincoln Avenue," he said. "I'm anticipating the store will do very well and that people will be surprised by the items and their quality."

Price said that the products he wanted to carry inspired the name of the shop: "They're absolute because they're things we need, yet they're indulgent at the same time."

He added that he wanted the store to be different from all other bath and body shops. "I really researched what was out there, even up into Calistoga and Marin. I wanted to sell items that no one else sold," he said. And he is planning a trip to Paris to see what products are available on the other side of the Atlantic.

Price had owned two businesses before Absolute Indulgence--Culinary Experience restaurant in downtown San Jose and a beauty college. But he was drawn to the Avenue by the recent increases in sales tax revenues and new businesses there. In addition, he was very familiar with the area, as he grew up in Willow Glen and graduated from Willow Glen High School.

"Willow Glen didn't have a bath and body store. ... The Willow Glen area is an up-and-coming place as well," Price explained.

Barbara Formento, a Prudential real estate agent who had worked in the building for 12 years, said, "It's hard to find a cute spot on the Avenue. This company really jumped at the chance."

Formento said the new spot opened up for Absolute Indulgence after her company pulled out. She and 15 other agents have moved down the street to a larger location at 1213 Lincoln Ave.

The building became vacant the second week of January, and Absolute Indulgence owner David Price subleased the space about three weeks ago.

Price said the interior of the shop will feature a "whimsical, exciting" decor, with "European style, Carmel-ish" features. Two part-time employees have already been hired.

Willow Glen Business and Professional Association manager Demetri Rizos called Absolute Indulgence a "great asset" to the area. "As far as I know, there's nothing of its kind on the Avenue. There's a market for that," Rizos said. "We always think it's great when anyone comes onto the Avenue. This business will definitely have an impact."

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