HATTIE: Just one block from the Pacific Ocean
in La Jolla California, on palm tree lined Prospect Street,
the New York home office team visits the shop owned by Stephanie Lyons.

The tiny space is full of style and most important – it is full of customers.

HATTIE: What do you think you are doing right?

STEPHANIE:It's the La Jolla customers that we have. La Jolla, Del Mar Rancho, Santa Fe – they are fabulous customers. They are really “with it” as far as style goes – they understand Nicole.

They like the whimsical, they like the funky, they like the classic too. And she really offers that for everybody.

NICOLE: Everybody just loves Stephanie and they come in here to see her. And while they are here to see her, she talks them into all kinds of clothes. But they must like them because they come back. Stephanie just does really well – she does great business here and I want to support all my best stores. So, I am always happy to come out here. They go “Stephanie wants you to come out.” I go, “Absolutely.”

HATTIE: So what do you think about the future?

STEPHANIE:I'm loving it. We just signed another five-year lease here in La Jolla, the same spot, this is a perfect location for us. It has just been great, her collection gets stronger and stronger every year. Customer: Isn't it precious? Oh!

BUD: So America is built on selling each other a whole bunch of stuff that we don't actually need to live. We don't need it. But what are we doing, we are selling each other the stuff because it makes us feel good.