The New and Improved San Diego Fashion Valley Mall

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Fashion Valley Mall in San Diego is going through quite the makeover in 2008.

With new designer boutiques like Missoni and Michael Kors joining the Fashion Valley style entourage, our favorite mall is now providing local style seekers much needed relief from LA shopping trips for high-end duds. Yet despite the elevation, Fashion Valley maintains its low-key San Diego shopping niche and continues to speak to the masses with the launch of new, more affordable stores such as H&M and Anthropologie.

Besides the fact that San Diego is growing into a major metropolitan city, there is a logical explanation for Fashion Valley's alterations. In 1997 the shopping mall underwent a complete renovation and second story expansion. At this time, many new stores were added to the fresh space, creating anticipated room for future change when ten-year leases reached the end in 2007.

Fast forward to present day Fashion Valley with the managing and marketing team. "Now is the opportunity for the owner of Fashion Valley to change up the merchandise mix and add exciting new retailers," said Bob Doherty. Even Doherty, the mall manager, had to pause and reflect in order to rattle off the plentiful additions.

New high-end boutiques that have opened doors in 2008 are Just Cavalli, Carolina Herrera, Missoni, Tory Burch, and Michael Kors with Jimmy Choo and True Religion probably popping celebratory bottles of grand opening champagne as you read these words in early June.

You can spot Just Cavalli on the way to Nordstrom entrance across from Neiman Marcus. Fun, young and flirty, Just Cavalli is your swanky stop for your wild attire. Get the full Insider scoop on Just Cavalli here.

Similar in price point but targeted more toward the conservative realm, Carolina Herrera's woodsy store is on the east side of the mall near Bloomingdales. For both men and women, this recently erected boutique has most everything for the coveted summer look of sophisticated chic.

On the west side of the mall sits Missoni in its small but cozy space. The famous zigzag pattern does not disappoint. On most every item in the boutique you can see the fabulous summer version of its lines on the long racks while a smiling stylish woman waits to help you find your next favorite outfit.

Tory Burch, centrally located in the mall next to Chicos, is decorated extravagantly in its signature colors; orange, blue, gold and white. To enhance the intimate experience, the cash register is nowhere to be seen. All transactions are taken place behind a curtain while the customer can wait in the bedecked lounge area.

In contrast, Michael Kors is the epitome of refined simplicity with stark white walls and a vertical LCD screen displaying his spring fashion show. The successful effect of the décor makes the shop's guests look exclusively at the merchandise. All aspects of an outfit are on the store's menu, but it seems that handbags are the meat of the new San Diego boutique.

Stores soon to be open for business are Rolex and Hollister with Mac's large expansion to boot. Also opening this summer is Bare Essentials next to Steve Madden, but fall and winter of 2008 are the mall seasons slated to really bring the crowds to Fashion Valley.

H&M's superstore and Forever XXI's major extension breathes new life to the west side of Fashion Valley. Both affordable and wonderfully trendy, the new additions will hug JC Penny's and bring extra walking traffic to the lonely end of Fashion Valley. Another reasonably priced store soon to pop up is Anthropologie next to Abercrombie & Fitch.

On the flipside of a pretty penny are the new posh boutiques to appear at Fashion Valley in late 2008 such as Kate Spade, Barney's NY, Henri Bendel, Hermés, Custo Barcelona and Juicy Couture.

Fashion Valley Mall has always been able to successfully draw in shoppers from all areas of San Diego County. "Fashion Valley is San Diego's number one attraction with over 18 million visitors a year," explains Francine Miley, Director of Mall Marketing. And with the ongoing upgrades, the local and national fan base will only continue to expand.

As a personal stylist I am in this mall multiple times a week on varying days during sporadic hours. But it wasn't until I researched this article that I paid attention to the mall demographic.

As diverse as the stores, the Fashion Valley shoppers range in age, race and income. You will spot the exhausted father of three toting bags from Macy*s, Gymboree and Build-a-Bear. Crossing his path is a sixty-eight year old woman carrying the Big Brown Bag near a thirty-something fella with a JC Penny's carrier. Then on a bench, you can spy a college student chatting into her phone with a Charlotte Russe bag and a signature Tiffany's sac.

While elevating the standards for shopping in San Diego, Fashion Valley maintains its universal pull as the top mall for all things style. Discover this beloved mall in the Fashion Valley photo gallery here.

Fashion Valley Mall
7007 Friars Road
Mission Valley