Nation's Oldest City meets big city vibe

Fun, warm and vibrant are all words that could be used to describe Rochelle's Clothing Boutique co-owner Karen Rochelle.

In a way, her personality falls in line with the store owned by her and her husband, Tom.

Mannequins are posed in the window under a disco ball. Natural light from the front windows floods the two-storied boutique and reflects off the chandelier hanging from the ceiling. Neon signs, original artwork and clothing line the walls.

"I mean every day, you can do whatever you want that day," Karen said. "Make some crazy-great window, or bring in something completely new, or rework your store."

For the last 30 years, the Rochelles have combined Florida's beach lifestyle with the vibe of a big city for a unique shopping experience.

Karen and Tom

Karen was just a girl when she met Tom.

She said it was the 16-year-old Tom that helped pull her out of her shell.

"It's a throwback relationship definitely," Tom said. "I guess you have to believe in true love."

The two were together all through high school and college, but post-graduation careers put them in different fields.

"This is miserable - kind of being separate all day long, and then you come together at night and you're on two different wavelengths," she said.

So the two decided to venture into their own business.

After sorting through a few options, they settled on opening a women's clothing store.

"That's it. We said that's what we're going to do, and so that's what we did and it worked out," Karen said.

On their website, their positions are "creator of happiness" and "fashion mystic."

Mitchell Jabs, who has worked at the boutique for about four years, said Karen brings the energy, while Tom is more grounded.

"It's just really interesting because they kind of play off of each other," Jabs said.

The Rochelles have two children: Taylor, who is considered the "accounting ninja," and Evan, who is the graphic design guru.

Ups and downs

Rochelle's Clothing Boutique, founded in 1984, had already been around for 17 years before finding its current location on Anastasia Boulevard.

Originally, the property was a sign studio. It took the Rochelles almost a year to clear it out and transform it.

After it opened, Karen said there was steady growth until about 2007.

"I had a weird feeling in my stomach because people were walking out of here with seven bags full of clothes," she said.

The next year, the economy collapsed, affecting the Rochelles' business.

In a double whammy, construction was continuing on the Bridge of Lions, causing sales to plummet.

The Rochelles made a decision to preserve their business - purchasing merchandise from a company that allowed for lower prices that fit the economy at that time.

Now with the economy rebounding, the boutique offers brands such as Hardtail, Michael Stars and Analili, which are their best sellers.

Karen says there are two main reasons people frequent the boutique.

The first is the boutique experience. The second is the style.

Jill Chapman appreciates both of these elements of Rochelle's.

Before moving to St. Augustine, Chapman lived in Fort Lauderdale.

But after the move, Chapman often found herself driving back to Fort Lauderdale to go shopping.

Chapman said she visited the boutique one afternoon and it was a wrap. She hasn't shopped in Fort Lauderdale since.

"It's not just the shopping and the clothing and the shoes," she said. "(Karen's) just a wonderful person just to get to know."

Not a mall shopper, Chapman said Rochelle's gives her the comfort of knowing she can go in, look around and find pretty much what she needs.

"That's the kind of shopping that I enjoy doing," she said.

Apparently, many others in the area agree. Since 2010, Rochelle's has won a number of Best of St. Augustine awards in the clothing boutique category.

But with the revival of Anastasia Boulevard stores, Karen said she doesn't know what the future holds.

"I don't know. We'll just continue to create, I'm sure," she said. "Something exciting is going to happen."

Eclectic style

Karen doesn't plan to start her own clothing line anytime soon, but she and Tom put their own creative spin on the shopping experience.

"We don't really do tailored. We don't really do too serious. We don't really do conservative," Karen said.

The store's vibe goes hand in hand with Florida's fun-in-the-sun attitude, with short shorts and whimsical dresses.

For Karen, the creative possibilities are endless.

Jabs, who has been an employee for almost four years, could be considered well-traveled. She's been to Australia, Dubai, Istanbul, South Africa and Europe.

She appreciates the opportunity to help the variety of people who walk through the store's front door.

"It's really a special place. It really can vary every day," Jabs said.

Since founding the business with his wife, Tom hasn't shied away from helping boutique customers.

"A lot of times, it's about not denying yourself and embracing yourself," he said.

Karen said her husband knows what he's doing.

"He's got a sense of style, like, big time," she said.

It's true, Karen said, the Rochelles could have taken their shop to another city where their store would be among other high-end shops. But, to her, St. Augustine is the place to be.

"It makes my daily life great to be right here on the island," she said.

Rochelle's Clothing Boutique is at 104 Anastasia Blvd.

Store hours are 11 a.m. to 6 p.m. Monday and Tuesday, 10 a.m. to 6:30 p.m. Wednesday through Saturday and 11 a.m. to 5 p.m. on Sundays.

The store can be found on Instagram or online at rochellesclothing.com.