Walking into Personal Pizazz feels a bit like stepping into a stylish friend’s closet. The light purple walls, sparkling jewelry and racks of colorful clothing create a cozy atmosphere where customers can browse pieces for nearly any occasion.
Owner Laura Leventer stocks everything from breezy linen T-shirts for hot summer days to dresses, sweaters and accessories. As the sole proprietor of the boutique, her goal is simple: Help people find fashionable pieces that genuinely fit their style.
“I say that I’m the everything, because I don’t have any employees,” said Leventer.
Leventer always had a passion for clothing. While working in education, she said the best part of her job was getting dressed for it. She became known for having a good fashion sense, to the point where she was always asked where her clothes were from. Then she started a side business where she had personal contacts with brands she liked.
She then thought, why not have a physical place where she can sell clothes to other people? Her purpose was to get people to find what clothing is good for them. That’s how she came up with the name Personal Pizazz. She chose the name because she always loved the word “pizazz,” which evokes glamour, vitality and personal style.
The clothes in the store are definitely statement pieces, including pretty floral dresses, cashmere-blend sweaters, cardigans, shawls, tights, classy hats, sparkly necklaces and magnet buttons. There are also pieces with classic stripes and gingham patterns.
Brands Leventer chose are called “bridge brands,” which are a step below designer brands and still look luxurious. An article of clothing from these brands can be under $1,000. One example of a bridge fashion line is Lauren by Ralph Lauren. Leventer said her clothes are for everyone, from teens to people in their 90s.
Her favorite thing about owning a clothing store is helping her customers find the perfect outfit. She offers to be the customer’s personal shopper, choosing items in the store that look good together.
Customers shopping at Personal Pizazz feel that they can actually find an outfit instead of growing frustrated to the point of crying. One unforgettable moment Leventer shared was when she was helping a customer find an outfit for a wedding. When the woman went up to the register, she told Leventer, “I didn’t cry once,” referring to her experience in the dressing room. The shop owner said she laughed, feeling a sense of relief after hearing that comment.
Leventer said she’s honest when it comes to giving customers feedback about the clothing items. When they ask if something looks good, she offers color suggestions or recommends styling the outfit a certain way. She also pays attention to a customer’s preference.
“You have to find that fine line of encouraging them to wear what you think is going to be the best, and then finding something that they’re actually gonna wear again,” she pointed out. “Because if I sell something to someone, when they go home and never wear it again, then I failed—because I didn’t help them find what’s right, and they’re not going to want to come back.”
The difficult part about running a business is figuring out where the economy is going to end up. Leventer said she struggled during the pandemic. She noted that the tariffs and increased prices are affecting her shop; her sales are at 80% of what they were pre-pandemic. Despite the budget struggle, she felt lucky about being the sole employee and not having to fire anyone.
But being the only employee can also be a struggle.
“You absolutely never know what a day is gonna be like,” she observed. “There are days when I’m here and hardly anyone walks in the door, and you have to find ways to keep yourself busy. But then there are other days when there’s so many people and it’s just me, and I’m sort of juggling, helping all of the people that are here.”
The ups and downs of retail are unavoidable, but Leventer still measures success the same way she always has: helping customers leave feeling confident in what they’re wearing. For her, that’s the real pizazz.
“I do like that I’m my own boss,” she said. “That’s nice.”
Personal Pizzaz, 2928 College Ave., Berkeley, 510.529.4774; personalpizazz.biz. Open Tue-Sat 10am-7pm, Sun 12-6pm.
Do you buy clothing that’s in good shape to restock your racks !?