Our Story

In November of 2000, this little-boutique-that-could premiered as a small space in Downtown Campbell where moms & daughters could choose from a grande selection of fabrics and a small library of outfit styles, to "design" their own pieces. The girls would often have matching outfits made for their dolls, too. We quickly grew to making fun pajama pants for my daughter's dance & cheerleading teams...then for whole families (dads & brothers, too) - and even reversible blankets! Soon after opening, I ventured into designing some simple children's styles and filling the boutique with my designs for sale.

It wasn't long before I began seeking out designer styles & accessories, and the rest is history! In addition to fabulous apparel & adornments, we now offer books & gifts, and eclectic home style, as well as original, local artwork...something for everyone!

We relocated the boutique twice, all three spaces living in Downtown Campbell. From the beginning, I have been blessed with the undying support of both my mother (Joyceebabe still works on Sundays) and my daughter, Ashley, who not only helps out during events, but takes the lead for our fashion shows and works magic with our d├ęcor, taking the revamping reigns whenever she gets the itch.

Join the Frequent Fashionista Club

Earn points toward store credit when you join our Frequent Fashionista Club! To get started, sign up for our newsletter and then enroll in the program at the store when you make your next Simply Smashing purchase.

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Wed-Thurs: 11:30 to 5:30pm
Fri-Saturday: 11:30 to 6:30pm
Sundays: 11:30 to 3:30pm

Open for private shopping appointments or by chance on Mondays and Tuesdays.