I met Alem Beshir at the opening party of one of DC’s hottest restaurants last year. Her electrifying, positive energy was instantly contagious. We bonded over being mothers, our multi-ethnic backgrounds and our passion for fashion. Alem reached out to me a couple months ago to let me know that her brand new boutique YOGASO had recently opened at the new North Bethesda town center ,Pike & Rose. I recently visited the boutique with my children, Ella and Logan during one of the final snowy days we’ve had this spring.
YOGASO was founded by Alem Beshir. Her vision for YOGASO was inspired by her multicultural background and her three children. Alem designed her boutique from top to bottom without consulting an architect or interior designer. She considered every detail of the boutique herself. The 1700 square foot boutique is bright and beautiful. From the moment you walk in, the wide open space feels welcoming. The boutique is a real showcase for the beautifully curated clothing designed for children ranging from infants to 12 year olds. Architecturally, the boutique is very impressive and showcases the clothes, accessories, books and toys in a way that allows the merchandise to awake your visual senses.
The clothing is imported mostly from Europe, but the collection also consists of American, Japanese and South American designers. Prices are very affordable at a price point of $35 to $50 for clothing items, much less expensive than jetting over to another country and buying the clothing there–which is something Alem did regularly while visiting her family abroad and attending expos and trade shows. Alem said she’s attracted to European kids’ clothing because it tends to be higher quality than mass-produced items sold in larger American department stores and I completely agree. Her collection is eco-friendly and sustainable, the style is very classic, very personal to Alem’s distinctive tastes. Definitely a world class boutique.
One of the lines of clothing sold at the boutique is Aleme, inspired by her children, the word “Aleme” means “My world” in Amharic, a primary language of Ethiopia. Her children are her world! “Aleme” is not only a clothing brand; it’s also the reflection of love, culture, and Style. The YOGASO name is derived from the first two letter of each of her 3 children’s names: Yohannes, Gabriella, and Sofia.
Ella, Logan and I really love this boutique because it doesn’t feel like a standard retail store, it feels like an exhibition, an innovative take on a boutique. The entire space is open, very minimalistic and has that “wow” factor. When we visited YOGASO to see Alem and have a look at the boutique we had no idea what to expect and were absolutely blown away with the boutique. I think you will be too.
YOGASO offers kid’s birthday parties, kid’s yoga classes and fashion events.