Up Your Alley

Established in 1977.

Up Your Alley opened its first store in La Jolla and eventually had a chain of six stores in San Diego for over 25 years. The Temecula store opened in 2007.

Cathe B.
Business Owner
I started Up Your Alley boutique in 1977 in La Jolla, California. My purpose was to create an environment that would nurture women. As a psychology major at Stanford University, I knew too many women that put themselves down physically. I wanted a place where I could help bring out each woman’s unique
beauty. And every employee I have has the ability to work with customers in a personalized manner. Customers become our friends and leave feeling good about themselves.