Chrissy Armstrong wants to surprise you. “One of the greatest moments for me is when somebody tries something on and they say, ‘I never would’ve picked that out, and I love it,’” the boutique owner reflects.
After taking over her mother-in-law’s longtime jewelry business vending gems at The Street Fair at College of the Desert, Armstrong opened the brick-and-mortar Chrissy’s on El Paseo in 2020. Offerings expanded to include clothing and gifts. Even in the new space, however, Chrissy’s has managed to retain the intimate, outdoor market feeling — chatting one-on-one with an entrepreneur as you browse their wares.
The key? An ultra-personalized shopping experience. “We cater to anybody, from 20 to 90 years old,” Armstrong explains. “My stylists will give you their undivided attention.” Many of Chrissy’s in-store stylists have worked in the industry for more than two decades, and they eagerly apply their expertise to helping you find exactly what you’re searching for — and usually a few extra things you didn’t know you needed.
Whether you pick out a date-night-ready Norma Kamali LBD or a playful frock from New York–based line Show Me Your Mumu, you’re likely to walk out of Chrissy’s rocking a piece from a woman-owned brand. Chrissy’s stock includes products designed by local ladies, including Armstrong’s own nieces and daughter-in-law. Armstrong extends her pro-woman focus beyond the shelves, too, collaborating with other female entrepreneurs and supporting nonprofits that share her mission.
She also favors companies that use sustainable strategies, from a made-to-order business model to recycled fabrics. “People would be blown away by the amount of waste there is within the fashion industry,” Armstrong emphasizes. “I do my very best to help protect the environment.”