“We’re managing to still focus on brick-and-mortar,” said owner Tally Bercovitz, who has a second store in Coronado. “The idea was to create shopping for multi-generations — mother, daughter, and granddaughter. We’ve been successful at doing it. We also have a very lucrative e-commerce store.”
With its corporate headquarters at 4932 Newport Ave., Miss Match boutique, open seven days a week, markets a wide variety of women’s clothing including sweaters, dresses, outerwear, denim, shoes, and accessories at mid-range prices.
Discussing the origin of her business, Bercovitz noted, “As a woman in her 40s, I was having a hard time finding clothes that were trendy and age-appropriate. When my mother and I went shopping, she was on the third floor and I was on the first. We couldn’t really shop together. I decided to create an environment where mother, daughter, and grandmother could all shop together.”
Looking back on it a decade later, Bercovitz pointed out brick-and-mortar retail remains the cornerstone of small business, though a retailer needs to be successfully positioned on different marketing platforms.
“Ocean Beach is a tourist place and people don’t come to sit in their hotel rooms and order online,” pointed out Bercovitz. “People still need something to do, and women like to show off things they’ve bought in their travels. You can’t replace that. And if you want your dress tonight, or even just get the shoes, you don’t have to wait.”
Bercovitz noted buying first-hand also avoids time delays and shipping costs associated with online purchasing. She added the personalized attention you get at a brick-and-mortar “you don’t get in a department store.”
Bercovitz opened her first Miss Match in OB in 2009 and has been involved in the beach community, both personally and philanthropically, ever since.
Miss Match appeals to a variety of styles as well as ages.
Said Bercovitz, “We have a healthy combination between classic fashion, traditional fashion and forward fashion."
So Miss Match patrons can indulge themselves with classic blazers, cardigan button-downs or collared shirt denims and sequined kimonos or jumpsuits, as well as trendy Aztec prints, camouflage or animal prints.
Styles carried include Bohos and working woman. “It’s not just beachwear at all,” said Bercovitz of her inventory. She added, “We started out as a small business in 2009, and although we've grown, we vowed to stay true to our small-business philosophy: that every customer is our favorite customer, and we must continue to provide the care and styling collaboration you've grown to love.”
Where: 4932 Newport Ave.
Hours: 11 a.m.-7 p.m. daily
Info: missmatchsd.com, 619-223-5500.