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Boutique Peek: Prim

Prim is the place to shop for vintage inspired clothing.


Photos by Serena Renner

This Pleasanton boutique features a sexy, feminine aesthetic—think Anthropologie with a more affordable price tag—and is the go-to spot for vintage-inspired dresses, cardigans, and tops, as well as Bohemian accessories and chic, recycled furniture.

Favorite Finds

• Ethereal dresses with gossamer ruffles get a touch of rugged charm when cinched with Western-inspired braided belts, and leather cuffs as well as wooden bangles pair well with delicately beaded drop earrings.

The Look

• Antique glass doorknobs peek from behind stacks of perfectly faded skinny jeans while simple but elegant mason jar string lights illuminate the sheer silk tanks with crocheted accents that hang in the window.

Creative Reuse

• Antique furniture—such as an end table made out of wood from a 100-year-old barn, a standing mirror with a vintage frame, and a whimsical 1872 cupboard turned bookshelf—are recycled and beautifully restored by owner Alicia Shaffer and her husband. These items are for sale, too, and don’t stay in the store long.

Oprah’s Faves

• Take home delightfully scented candles, sweet perfumes, and luxurious bar soaps by Tokyo Milk, a brand twice named one of the talk show queen’s favorite things.

Make a Wish

• Customers can make requests in Prim’s Wish Book, originally an old music book with hand-composed songs that Shaffer rescued from a salvage shop and turned into a forum for feedback.


• The store, which opened in late February, is already planning an expansion. Look for a second Prim in the Danville Livery this fall.

Prim, 520 Main St., Pleasanton, (925) 399-5648, shopprim.com.


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