Sip and Shop at the Denim Lounge

Azzaria Boutique and Denim Lounge pick up in Cardiff where L.A. Fairchild left off

 Azzaria Denim Lounge opens this weekend at Seaside Market Place in Cardiff. It’s a sister store to Azzaria Boutique, which is two doors down, and has been open since February. If the concept sounds familiar, that’s because it is. The dual sites were formerly called L.A. Fairchild, and the Denim Lounge had been a Denim Bar.

What’s a Denim Lounge? It’s a store offering a “high-assist” environment with more than 40 lines of designer jeans—including Union, Joe’s and True Religion—and serves Karl Strauss beer to shoppers. (Note: if you’re having trouble buttoning your pants, skip the Karl Strauss.)

Owner of both the boutique and the lounge is Tammy Neihart, a former Los Angeles stylist who can’t say who some of her celebrity clients were, but can disclose she’s worked with athletes like Marshall Faulk, Torrie Holt and Az-Zahir Hakim.

What’s the dif between the days of L.A. Fairchild and Azzaria? “Well, Laura Fairchild sold the business to a company that went corporate and took things in a different direction,” said Neihart. “That company went under. I bought the space, and found out Laura Fairchild was doing consulting, so I hired her.”

Neihart says her staff has extensive training—no, nobody got a degree—in assisting clients on finding the pair of jeans that fits their body type, and personal style. Many of the jeans run upward of $200. If you’re watching your expenses, hope that your personal style comes with a Big Star label—they’re just 90 bucks.

Ron Donoho is a regular contributor to and a contributing editor to His Web site ( is dedicated to news, sports, culture, happy hours and all things downtown.

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