Lipstick, Candy, and Charm Enliven MacArthur

by Julie Scheff

Porsche Colbert opened Charm in November. Bryan Farley

A DJ spun 12-inch vinyl, traffic slowed, and a crowd gathered. Clearly a scene had arrived at 2710 MacArthur near Coolidge. The address was the new clothing boutique, Lipstick. Women wearing skin-tight gold lycra leggings and sparkly blouses walked up make-shift stairs and strutted their stuff on a stage just inside the storefront window. An audience seated in an arc along the curb watched the models in the storefront window, oohing and aahing at the spectacle.

' Lipstick opened its doors February 2008. This was just the beginning of a new wave of twenty-something Oakland natives opening fashion boutiques along MacArthur in the Dimond and Laurel Districts.'

Besides selling clothes, Lipstick co-owners and long-time friends, Brandy Fisher and Princess Pope, do events such as Reggae on the River. They also wardrobe and style singers for music videos. For example, they styled Ne-Yo, an R & B singer and Roche, the French equivalent of American hip-hop artist Fifty-Cent. They also styled the actors in an upcoming film Effect which is based on interviews with families from three backgrounds, Latino, African American, and White, about their reactions 48 hours before President Obama's inauguration.

' In November, across the street at 2569, Porsche Colbert opened Charm, a bright cozy space splashed with hot-pink paint and apple green walls. Colbert, the daughter of a Realtor from Century 21, the business next door, says she lives and breathes fashion, always flipping through magazines like Lucky and Instyle to see what's hot. Now 29, she has been working in fashion retail for the last 12 years. She says she got her start personal-shopping for her friends.

Colbert carries some of the same labels as Nordstrom such as Tulle, Mac and Jac, and Kensie Girl (which targets 16 to 25) and Kensie (for 25 up). Colbert stocks her store with "in" fashions: dresses with ruffle detail, long dresses and bubble dresses. As part of marketing, she creates glossy cards and hands them out at clubs as well as sending out emails to her customer base.

The two neighboring stores Charm and Lipstick are teaming up with other Oakland fashion retailers to co-host a May 9th Mother/Daughter fashion show at the Love Center on International Boulevard. The event will feature entertainment, food, and shopping after the show.

' Travel down MacArthur toward High St. to the Laurel where Candy, the third new boutique in the area stands out with its zebra striped and hot-pink curtains in the 900 square foot store. Candy opened at 4158 MacArthur in December. Co-owners Zainab, Janaan, and Savdah Zareef are the daughters of a neighborhood entrepreneur. Their mother has owned the woman's fashion shop Mizaan (also in the Laurel) for the last four years. All three sisters are in their twenties and students at East Bay colleges and all got their start in fashion making jewelry. Now accessories such as large lace bags and flashy rings complement the trendy clothing in Candy's inventory. Zainab says Candy is planning a Grand Opening party in April with entertainment and food and 15 percent off their clothing. They're also talking with Mills College about doing a fashion show for their students.

' Asked why they opened a store in the Laurel, Zainab Zareef says, "We grew up on 42nd and High. It is comfortable for us here."'

Colbert expressed the same sentiments. "People like to come here to stand out—especially when you're going to a party. My shop allows you to shop in your own neighborhood instead of driving to the mall."'

Lipstick co-owner Fisher agrees. She hopes her store will keep people shopping locally. She puts it well when she says, "I want to turn our neighborhood into a treasure chest of hopes and dreams."

Julie Scheff is a Laurel resident and a Realtor. She specializes in the Laurel district and can be reached at 541-3386.