Elise Purcell was two classes short of a master’s degree in education when she came upon a realization.

“I didn’t like student teaching,” she says.

Rather than continue toward an unfulfilling career, she pursued the industry that had paid her way through school: fashion.

“I had been doing retail for 10 years and it and fashion were just natural to me,” says Purcell, 30.

In 2003, she opened JEP, a boutique in La Jolla that carries exclusive brands of men’s and women’s clothing, from casual to formal. The shop has won many awards, including being named one of the top 25 stores in warm weather destinations by Vogue.

“My vision of a store is not just a place to walk in and buy clothes but a place where people come together as a community,” she says. “We try to create a personal relationship with everyone who walks in.”

Purcell strives to dress all walks of life, she says, from skateboarders to board room executives. To appeal to that diverse crowd, she hosts events with live window displays, DJs and stimulating artwork.

“We’re pretty unusual for a boutique. We’re even dog friendly,” says the Little Italy resident, whose golden retriever, Marley, greets customers daily.