New boutique for Midtown

Sierra Belle, a women’s fashion boutique, is now open in the Sticks development in Midtown.

Store owner, Katherine Bock, moved from Southern California to Reno four years ago with her husband. She noticed a lack of unique, fashionable and affordable clothes for women in the area and found herself waiting to go back to California to buy the items she wanted. This inspired her to open her own boutique in the Biggest Little City.

“I wanted to open a boutique in Reno because being from Southern California, I was having a hard time shopping for unique and fashionable, yet affordable clothes,” said Bock. “I would always have to travel back and fourth and have to wait to shop at my favorite boutiques in California.”

Bock noticed the empty retail space, located at 726 South Virginia Street, while eating at Two Chicks restaurant in the same development center. She learned from Troy Schneider and Bernie Carter, two of the developers for The Sticks Project, that the space was available and signed the lease for the 13,000 square foot store on Aug. 31.

Sierra Belle held their grand opening on Black Friday and has received a positive response to the business.

“Everyone is really digging it so far,” Bock said. “A lot of time went into the design of the store and the displays are pretty unique. It is not your typical store in Midtown.”

Currently, Bock and one employee run the store with help from Bock’s husband. They anticipate that they will hire more employees in the future.

“We will be looking to expand (staff) as the time goes on,” Bock said.

Sierra Bell sells a unique selection of shoes, candles, jewelry and clothing from brands such as OTBT (Off the Beaten Track), Pol, En Crème and more. According to Bock, the average price range for tops are $40, and sweaters range from $60 to $90.

Bock buys a limited amount of items so that customers will continually be able to find new and unique items in her store. She buys her merchandise from venders and showrooms in Southern California where she handpicks the items for her store.

“I don’t want to sell something that is not high quality,” Bock said.

One of Sierra Belle’s most popular items are the sweet tobacco soy candles made in Long Beach.

Bock has previous retail experience working for a shoe store in southern California for four years. There, she learned about running a small business and was a buyer for the store. She also has a good friend who owns a similar boutique who has given her a lot of insight.

Sierra Belle joins several other new retailers which have recently opened in the Sticks development including Hello Yoga Apparel and Dragonfly Bath and Body along with a new medical spa which is scheduled to open soon.

The boutique is open Monday through Saturday from 10 a.m. to 6 p.m. and Sunday from 10 a.m. to 5 p.m.