BRENTWOOD -- With Easter approaching, Brentwood resident Christina Sutton was searching for seasonal accessories and clothing in spring pastels of pinks and lavender inside Charming Charlie, one of the The Streets of Brentwood's newest merchants.

It is the national chain's first and only Bay Area location and has been rated among the most cutting-edge new retailers by the International Council of Shopping Centers. The 7,741-square-foot Brentwood accessory store is known for its creative merchandising that is grouped by color instead of product type.

"I like that everything is color-coordinated and the price is really affordable," Sutton said while shopping there this week. "You can play with colors here."

Located next to Express, Charming Charlie carries jewelry, scarves, shoes, belts, purses, clothing and luggage. Streets of Brentwood General Manager Kristen Weidemann said that Charming Charlie is helping the sales of other mall tenants by drawing in foot traffic.

"Being a fashion leader in Contra Costa, we seek out retailers who are complementary to our already strong mix of apparel merchants," Weidemann said. "Initial response from our customers has been overwhelmingly positive. They love the huge variety available at Charming Charlie and how the store is merchandised by color in a boutique style."

She added that regular customers at nearby Talbot's or White House/Black Market can easily shop for accessories to complete their outfit or look at Charming Charlie. Right now, Charming Charlie Assistant Manager Riauna Helton said that their special occasion section is popular for prom season.

Other hot items include luggage and clutches for upcoming summer vacations, according to Helton. She added that their specialty is quality customer service that emphasizes enthusiasm and empathy for customer of all ages.

"It is all about the energy here," Helton said.

Founded in 2004 by commercial real estate professional Charlie Chanaratsopon in Houston, Charming Charlie has grown to include more than 240 stores with at least 5,000 employees. The upscale accessories boutique with reasonable prices offers a large selection to appeal to fashionistas of varying styles.

Grazie Grille Manager Melynda Mashore said that she especially likes their shoes, scarves and watches.

"It is amazing," she said. "It gets me in trouble."

In other Streets of Brentwood news, Starbucks will locate in the vacant space next to Rocky Mountain Chocolate Factory in two weeks, according to Weidemann. Starbucks also has plans to open a free-standing location with a drive-through near BJ's Restaurant & Brewhouse.

Reach Paula King at 925-779-7174 or pking@bayareanewsgroup.com.

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