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Retail Profile: Deliciouz

California boutique offers a mix of hip product and cool atmosphere.

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California’s Deliciouz boutique offers a strategic mix of hip merchandise and cool ambiance.

For years, shoe lover Tamara Vladic dreamed of opening a footwear boutique, but “found 50 reasons not to do it.” Having absolutely no retail experience, the then-software marketing manager felt daunted. “It seemed so complicated and scary,” she said.

Then one day her husband, Jonathan Bartlett, obtained a business license and seller’s permit and surprised her with a phone call. The die was cast. The enterprising couple opened Deliciouz in Walnut Creek, Calif., in 2004, and last March, relocated to a slightly smaller, 900-sq.-ft. space two blocks down the street. Vladic said the new spot is more ideal for showcasing their trendy wares and for capturing foot traffic. Next up, the couple is looking to grow their business by launching an e-commerce site.

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