The Journey Behind Soul Bella Boutique: From Fashion School to Bend’s Newest Favorite Shopping Spot
Fashion has always been a passion for Amy Coronado, the founder of Soul Bella Boutique. After graduating from the Fashion Institute of Design and Merchandising in Los Angeles in the mid-'90s, Amy immediately embarked on her fashion career. Her first buying job at Yoga Works in Santa Monica introduced her to the world of fashion retail, where she was responsible for buying yoga and streetwear for one of the most esteemed yoga studios on Montana Avenue. This experience laid the foundation for her journey as a Buyer in the fashion industry.
Over the years, she honed her skills as a buyer, working with various companies such as Pete’s Sporting Threads, who operated the Pro Shops inside the upscale Sports Club, LA and Sports Club Irvine during the heyday of Juicy Couture. She navigated the booming demand for the brand's trendy items, which flew off the shelves as quickly as they arrived. Her career then took her to Diane’s Beachwear, where she served in several roles over 8 years as the Director of e-commerce, head swim buyer, and head sportswear buyer for 20 stores. This role expanded her expertise, particularly in swimwear, and further fueled her love for fashion.
A significant chapter in her career was her 5-year stint at 99 Cents Only Stores, where she was recruited to be a Buyer on the “Close-Out” team, regarded as one of the unique and coveted roles working with many national brands strategically negotiating for pennies on the dollar for a take all inventory buy. She quickly proved her skill and soon managed the entire stationery category for 330 stores balancing a steep margin mix of domestic brands and imports and setting the end caps each year for the booming back to school business across four states. This role involved importing from several countries, giving her a unique perspective on global business and purchasing strategies. After returning to Diane's Beachwear, she continued to develop her fashion acumen until 2016, when she relocated her family to Central Oregon to be with her mother.
Amy Coronado
Owner of Soul Bella Boutique
Moving to Bend marked a new beginning. With a deep love for fashion and a desire to immerse herself in the local community, she pursued yoga teacher training at Namaspa Yoga Studio. There, she saw an opportunity to combine her passion for fashion with her love for yoga by curating a boutique within the studio lobby. This venture, known as Soul Sutra Collective, began as a small collection of leggings and bra tops but quickly evolved into something much bigger. As the product mix quickly became popular within the yoga community, her daughters and their friends started shopping the selection, too, and borrowing their moms’ clothing items. It became clear there was a bigger need for a place for moms and daughters to shop together that was affordable and bridged the gap between teen and mom.
Soul Bella Boutique was born out of a desire to offer stylish, affordable fashion for both teens and moms and all women in between. Recognizing a crossover market between the two demographics, she realized the need for a boutique that catered to both, offering trendy yet budget-friendly clothing. Her boutique stands out in Bend, where high-end fashion dominates, by providing a range of options that won’t break the bank.
The boutique's offerings include everything from swimwear to casual apparel, with a focus on quality and affordability. Customers can find a variety of price points, ensuring there’s something for everyone. The boutique also fills a gap in Bend’s market by offering year-round swimwear—a must for locals who travel or simply want to be prepared for any season.
Soul Bella Boutique is not just a shopping destination; it’s a place where women can find clothing that makes them feel beautiful and confident. The boutique offers an effortless shopping experience where mothers and daughters can find stylish pieces that suit both their tastes. Whether it’s a new pair of jeans, a cute dress, cozy sweatshirt, or a unique gift, Soul Bella Boutique is a place where shopping is fun and accessible.
As the boutique continues to grow, it remains a family-run business, with her husband and two teenage daughters playing key roles in its success. The boutique has already gained a loyal following, and there are plans to expand, including offering private shopping events for groups like bachelorette parties.
Soul Bella Boutique is more than just a store—it’s a reflection of its founder’s journey, passion for fashion, and commitment to her community. Whether you’re a local or a visitor, Soul Bella Boutique is the go-to place for finding the latest trends at an affordable price.
Visit Soul Bella Boutique at:
Instagram: https://www.instagram.com/soulbellaboutique/
841 NW Bond St, Bend, OR 97701