In 2008, Soheila Guignard opened her first clothing and accessory boutique in the East Village community of San Diego. Guignard has an extensive background in fashion and design. After an education of design study in Denmark she went on to become a designer and a buyer for a popular German fashion company. Once in the states, Guignard learned the importance of customer satisfaction at New York City?s Saks 5th Avenue. Upon moving to San Diego she transferred to the same company and became dissatisfied with her co workers poor customer service performance. She then went on to three other upscale department stores with the same frustrations as before.