My Story & Our Mission

Well hey there beauty! 

My name is Charmaine Boyer the owner of Chars Fashion Lounge Boutique (CFLB).  

I grew up in Morgan Hill, CA and moved to Hollister, CA. 8 years ago. After moving here after just about 2 years I decided to follow my dream of opening & owning my own women's clothing boutique. It all began online only with our website & locals having the ability to make appointments to shop. After just 2.5 years of being open online, I decided it was time to fond a storefront. So after finally finding the perfect starter space and lots of remodeling, I opened up the Chars Fashion Lounge Boutique Storefront in San Juan Bautista Ca. I then was ready to grow in to a bigger store and opened one in Hollister Ca. After a year there I realized that our downtown store no longer fit the needs of my brand and my vision for what I created. AND the biggest reason- being a mom to my kiddos and being able focus on them more without a store consuming me, that taking my brand back online was the best choice for me and my family. Fast forward to current time and I’m back where it all started 5 years ago but with a revamp, more ways to shop, and more rewards to my shoppers for supporting my small biz! 

Now a little look in to my life-I'm married to my what I call my "sort of high school sweetheart."  Why do I call him that you may ask? We met my Sophomore year in high school (his Senior year) and we didn't date until my senior year of high school! So, there came the sort of part!Anyway, we have been together since 2003 and we've been married since 2011. We have an amazing 11-year-old son & 6-year old daughter that are my absolute world! I am very blessed with my family.

I’ve always loved helping women step out of their comfort zone and make them feel beautiful and confident in their own skin and my goal is that my boutique makes you feel that way every time you get dressed in your CFLB! After all the Chars Fashion Lounge Boutique mission statement is-“My goal is to make women step out of their comfort zones by having them try new styles and make them feel beautiful and confident in their own skin and excited to get dressed in the morning” and The CFLB motto is “Confidence that shines through clothes. #wearthecuteoutfit” So we strive to keep our promises! Remember~ YOU AND YOUR MOOD ARE THE OCCASION!!

I cannot wait to share what I love doing every day with you all! New arrivals release EVERY Thursday at 8pm here on the website & on social media.

Thank you for stopping by to shop your next mood boosting outfit!