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Fashionable Duo Behind Walnut Creek's Vici Boutique

Vici continues to shake up the East Bay’s approach to fashion.


Meg Russell Photography

If you live in the East Bay and like shopping, chances are you have signed over a paycheck or two to Vici, the Walnut Creek boutique and social media juggernaut that specializes in a casual but chic style.

What started in an office building in 2012 has exploded into a fashion phenomenon, with a second shop in Newport Beach, more than 27,000 followers on Instagram, and a new Walnut Creek location on California Boulevard opening in early April.

With three times more space in the new shop, stepmother-and-daughter duo Aimee Dudum Colorado and Sandy Dudum can expand their collections, add new brands, and introduce curbside pick up. Here, the ladies dish on their favorite fashion finds, styling tricks, and well-loved staples. vicicollection.com.


Meg Russell Photography

Wear Anywhere Top

“Our signature Damsel blouse is my go-to item,” says Dudum. “We carry them in a variety of colors that are on trend for the season.” Vici recently became the only store to introduce a version with discreet snaps to make the low neckline more office appropriate.

Standout Brands

“Our spring favorites are definitely Olivaceous cashmere-blended sweaters; simple silhouettes in vibrant, resort-style prints from Collective Concepts; and colorful, distinctively shaped Kendra Scott jewelry,” says Dudum Colorado.

Go-To Pants

“Our moto Piper jeggings are our staple,” says Dudum Colorado. “We had a hand in selecting the fit and color with the designer. Lavender, mint, and coral are our new colors for spring.”

Shopping Scene

“Neiman Marcus [in Walnut Creek] is our go-to for evening gowns, designer handbags, and fine collectible home goods,” says Dudum. “My favorites are Michael Aram and MacKenzie-Childs. I get lots of inspiration from the designers there.”

Local Sustenance

“We both love crab stacks at 1515 Restaurant and Lounge, Moscow mules from The Cooperage American Grille, and mint iced coffee at Coffee Shop in the mornings,” Dudum Colorado says.

Social Media Savvy

The Vici founders pioneered selling products through well-styled photos on Instagram, where they got their start. Before Vici launched online retail in October, thousands of customers from around the country were placing orders for the items they spotted on the @vicidolls account.

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