From the outside, Pure Boutique looks kind of like a girls-only store. The trendy display windows look to be straight out of Sex and The City and dark purple colors might not have all the guys breaking down the doors get a new pair of jeans or a t-shirt designed locally in San Diego. It is a common mistake, but let's set the record straight: this is a women and men's clothing store."It's eclectic and unique," says owner Heather Dizinno. "There is something for everybody." Pure Boutique offers some very reasonable prices for some very awesome threads. A customer could walk out with several outfits, mixed and matched, for under $100. Dizinno is a design school graduate from San Marcos with a keen eye for visual display. Her fashion sense is highly refined, making the clothes, jewelry, and accessories of Pure Boutique both in vogue and a cut above name brands that do not specifically tailor designs for San Diego, or for that matter, Hillcrest itself.