Meet Stella Shirman, Owner of Estell Boutiques

When Stella Shirman moved to the U.S. from Ukraine in 1991, she brought with her an entrepreneurial spirit and a lifelong love of fashion. Her parents encouraged her to build a stable career, so she earned a Master’s degree in Marketing and Communications and spent a decade in the corporate world. Yet the longer she stayed behind a desk, the more she knew it wasn’t where she belonged.

“I always loved clothes - not just how they looked, but how they made people feel,” Stella says. “Corporate life gave me discipline, but I wanted creativity, connection, and color!”

After moving to Los Angeles, Stella began blending her business background with her creative instincts. She opened her first boutique on Montana Avenue in Santa Monica, California, in 2010. She quickly realized many local shops carried the same brands, so she began traveling to Turkey, Bulgaria, and Italy in search of designers who offered something different - elevated pieces that looked and felt luxurious but were made for real life, not the runway.

“I wanted to bring women something they wouldn’t find everywhere else. Beautiful clothing should feel good, fit well, and make you want to get dressed up again.”

Those European finds set her apart and helped her build the kind of boutique women remember: one where you can experiment, have fun, and somehow, the owner already knows what’s going to look amazing on you.

In 2015, after years of curating European collections and building relationships with designers who shared her focus on craftsmanship and individuality, Stella partnered with one of her Turkish vendors to launch her knitwear line, B&K Moda - now carried by boutiques across the U.S. and Canada.

Estell Boutique recently celebrated the grand opening of its second location in Manhattan Beach, California. For Stella, success has never just been about clothing. It’s about relationships - with creative designers, her team, and especially the women who shop her stores. Many of her customers have become close friends who stop by as much to catch up as to browse.

“I’ve always believed boutiques should be personal,” Stella says. “We’re part of a community, and I’m grateful to dress women I truly care about. My goal has never been just to sell clothes, it’s to help women feel great about themselves.”

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The Estell Boutique Philosophy

Getting dressed should make you feel inspired, not stressed.
At Estell Boutique, our style is meant to fit your life. Stella curates European and American designers known for quality, versatility, and effortless design. You’ll find pieces that move easily from morning coffee to dinner out - no outfit anxiety required.

Every item is hand-selected for its fit, feel, and aesthetic. From soft knitwear and statement jackets to jewelry and accessories, Estell is built around one simple idea: looking good shouldn’t feel like work.

Honest Style Advice
Don’t you hate when a salesperson tries to sell you something you know doesn’t work for you? You won’t find that at Estell Boutique. Stella and her team care about helping women find clothing they feel good in — not just what’s trendy.

Our Stores
Estell Boutique – Santa Monica
908 Montana Ave, Santa Monica, CA

Estell Boutique – Manhattan Beach
912A Manhattan Ave, Manhattan Beach, CA

Visit us in Santa Monica or Manhattan Beach to experience Stella’s personal styling and one-of-a-kind selection. You’ll find something that’s beautiful, comfortable, and completely you.