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JEP clothing boutique closing Aug. 12

JEP Boutique is going out of business, having fallen victim to the economic crunch, owner Kristina Bodal said Wednesday.

“Timing, the economy, just everything” brought about the decision, she said. “Instead of losing money, I’m just going to get out while it’s a positive experience.”

The trendy shop at 7501 La Jolla Blvd. is holding a going-out-of-business liquidation sale with all store merchandise 30 percent off.

Bodal was an assistant at JEP before buying the business at the end of February 2008 from its founder, Elise Purcell. Purcell had opened JEP, named for her initials, in 2003 in Bird Rock in a corner space now inhabited by Funxion Fitness.

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“My hope was that things would get better,” said Bodal, “but the economy just kept going down, and down and down.”

Bodal was disappointed in her location at the corner of La Jolla Boulevard and Pearl Street. “It’s not a good retail location,” she said, “not good foot traffic.”

The retail space is owned by Margaret’s cleaners nearby.

Bodal said she is going back to college to finish her last semester in training to become an aesthetician.

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JEP Boutique was recognized as one of the “Top 25 Stores in Warm-Weather Destinations” in Vogue Magazine, and was also showcased in Marie Claire, Elle Magazine and Los Angeles Magazine.

The boutique won numerous awards in San Diego recognizing its unique style and carefully chosen top-of-the-line collections ranging from beach casual, sporty surf and punk to swanky, sophisticated evening ensembles including glamorous gowns.