It was a match made in retail heaven. Two women, friends since high school and both into fashion and retail, decided to open their own boutique in Agoura Hills.

"We were just doing our own thing and not really emulating anyone," said Jackie Wright, co-owner of Anne Michelle, a casual couture boutique in the Twin Oaks Agoura Shopping Center. It was December 2004, with hardly any competition around and the economic timing was ideal, according to Wright.

Fashionable friends

Wright co-owns the boutique with Jodie Robinson. Friends since they were 15 years old, Wright and Robinson decided to combine their middle names: Anne (Robinson's) and Michelle (Wright's) for the store's name.

Wright's retail background helped her navigate the marketing and operations aspects of the business. Robinson's wholesale background benefited the pair in the purchasing side. "A lot of it came naturally to us though, having that keen eye for fashion," explained Wright.

Lately, Wright has been putting in 60 to 70 hours a week at the store. Robinson now spends a large chunk of her time at the Beverly Hills store, also called Anne Michelle.

Neighborhood casual couture

Anne Michelle carries a broad assortment of clothing, shoes and accessories to capture the interest of different generations and income brackets. "We have moms coming in with their teenage daughters," said Wright.

Flip-flops were on sale for $12 at the beginning of fall. Espadrilles were $30 a pair. Various sandals with intricate designs were also on display. Soft pajamas in various textures by PJ Salvage are one of the most sought-after items, according to Wright.

"We are known for good quality, middle to upscale brands," said Wright. A khaki trench coat at $395 is currently the most expensive it carries. A gray messenger bag by Lieberkind is priced at $248 while a turquoise tote by Trina Turk is on sale for $65. Jackets and sweaters are mostly in the $200 to $300 range.

The trusted denim, still a wardrobe staple for most, also sells well. Jeans by Genetic, Current Elliott, Vince and Raven come in various shades and sizes, and retail anywhere from $134 to $225.

Accessories and gift items also abound. Necklaces, bracelets and earrings by iJewels come in elaborate designs. Solid and patterned scarves come in both knit and cashmere. For the gift-hunter, there are bath items and candles by Kai.

Fall items are starting to trickle in, according to Wright. Around the holidays or usually at the end of the seasons, the store has big sales events. Alteration services are also available and are done on-site.

Wright described some short-term plans. "Eventually, we want our website to be e-commerce-capable so our clients can order online," she said. Prospective clients still hear about the store from friends, through e-mail blasts and minimal local advertising.

Making small changes

Wright felt the effects of the recession, just like most retailers. "We moved to a smaller place next door and started bringing in clothing items that are priced less," Wright said of the store's belt-tightening techniques.

But the quality of clothing remains the same, said Wright. There is just a wider range of options price-wise and brand-wise these days to cater to various budgets and age groups.

"I'm here every day to give good shopping advice," she said. "There's nothing like personalized service."