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 shouldn't make you stressed. Our style is meant to fit your life, giving you the confidence to go wherever the day takes you. You'll find pieces that move effortlessly from morning coffee to dinner out - no outfit anxiety required.
Every item is hand-selected from distinctive American and European designers for 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. Whatever is on your calendar, when you're dressed in our clothes, what you're wearing is no longer part of the equation. You're free to focus on everything else.
Honest Style Advice
The Estell Boutique team will never encourage you to buy something that you are not comfortable in. We want you to discover styles that work for you. We care about helping women find clothing they feel good in - not just what's trendy or will remain in the closet with the tags on.
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.
