Erica Berge: A Dee-licious Life

When you’re driving down the famed Pacific Coast Highway in the beach community of Corona del Mar, CA, you can’t help but notice Erica Dee. FIDM alumna Erica Berge opened the 1,500 square-foot boutique, named for her childhood nickname, in June of 2001. "My personal style is like my store," explains Erica, 27. "It’s contemporary, simple and romantic."

The modern and minimalist décor gives the shop a hip vibe and stands out as a colorful and funky addition to the beach community. Erica Dee boasts concrete floors, Asian-inspired light fixtures and walnut cubbyholes, which house T-shirts and small items. Clothes hang on ropes and branches, while shoes and bags are displayed on shelves.

The boutique is one of Orange County’s most fashion forward and Erica stocks in-demand lines such as Diane Von Furstenberg, Frankie B., Diesel, Seven and Theory. Erica Dee also sells jewelry, unique gifts and lingerie.

Erica says she was always interested in fashion while growing up in Irvine, CA. While attending Chapman University and studying law, Erica took an internship that brought her to Washington, D.C. It was then that she realized law school wasn’t for her. "I couldn’t imagine doing that everyday," she explains. "I came home and told my parents that I wanted to make a change." After hearing about FIDM by word of mouth, Erica enrolled in the Merchandise Marketing Professional Designation Program at the Los Angeles campus.

While at FIDM, Erica was interning at Quicksilver in their marketing department. After a year, she moved on to Anthropologie and helped open the stores in California, at Santa Monica’s Third Street Promenade and Newport Beach’s Fashion Island. But it was while working at Modern Romance, a boutique in Newport Beach, that Erica realized she wanted to open her own shop. She continued with her studies and graduated in 1997.

"I really enjoyed my time at FIDM," Erica says. "I learned a lot of textbook things like how to write a business plan. My business math class at FIDM has been so beneficial." After graduation, Erica took a management position with Holly Sharp, a popular women’s shop in Corona del Mar, CA where she served as the buyer of accessories and outside lines. With all of the retail experience Erica said she "learned what I wanted to do and what I didn’t want to do."

Working for others taught Erica everything from writing orders to merchandising a floor. "Without all the experience that I had, there is no way that my store would be as successful as it is now." Erica encourages recent graduates to get real world experience before starting their own businesses. "Just for simple things like an employee handbook or a computer system, you need industry experience," she says.

Rather than open up in Los Angeles where hip boutiques are a dime a dozen, Erica chose Corona del Mar, the beach town where she currently lives. "We needed something so badly here," she says. "I thought it was definitely profitable and would stand apart from the rest." Her shop is geared towards the stylish and independent woman who is much like Erica herself.

In addition to the shopping community of Orange County, Erica’s family has been extremely supportive, and her Dad serves as a business mentor. "He’s been a great business advisor," says Erica. To stay ahead of the fashion pack, Erica goes to New York two to three times a year and plans to attend shows in Europe. "I read everything I can get my hands on," she says. "I check out stores constantly."

Even though it’s a lot of work, Erica says freedom is the best part about owning her own boutique. "I really like having control of my destiny."

You can visit www.ericadee.com or check out Erica Dee at 2919 E. Coast Hwy. Corona del Mar, CA 92625. 949.673.9333.

Please Note: The information contained herein was confirmed at the time of original publication