Dewy Rose, a style for every season.
‘We are here for every age, every size, and every woman’
—In the heart of downtown Atascadero, Dewy Rose offers a unique shopping experience focused on helping women find versatile, high-quality clothing. Owned and operated by Dale Fisher and his family, the boutique is part of a group of businesses that includes D.S. Fisher’s men’s store and Down To Earth wellness shop.
A sweet beginning
The journey of Dewy Rose began in Georgia in 2014 when the store was initially a honey company with a small selection of clothing. As Fisher and his family connected with clients through conversations about lifestyle and fashion, their focus began to shift. “We started as a honey company with just a small room of clothing,” Fisher said in an interview. “A few years ago, we decided to focus on clothing because we got to know our clients better and connect with people more through learning about their lifestyles and how they see themselves through their wardrobes.”
Blossoming on the Central Coast
Since relocating to Atascadero in March, Dewy Rose has welcomed customers from San Luis Obispo County and beyond who are looking for a personalized shopping experience. While the boutique caters primarily to women aged 30 to 60, its collections are designed to appeal to every age and size, with options ranging from XS to 3X. The store’s welcoming atmosphere and attentive staff ensure that every shopper feels comfortable exploring their personal style.
A style for every season
Dewy Rose prides itself on carefully curated clothing sourced from brands that prioritize quality and wearability. Fisher and his team handpick each piece at showrooms in Los Angeles to ensure a diverse range of styles that can transition seamlessly from day to evening wear. “Our best-selling brands are Liverpool, Molly Bracken, and Lost + Wander,” Fisher said. “Most of our brands are based in California, and we carry pieces from smaller, independent designers as well.”
The store’s selections include professional wear, casual weekend outfits, and special occasion attire. Casual pieces range from $30 to $100, while professional wear and special event clothing can reach up to $200, ensuring visitors can find pieces that are both affordable and timeless. Each item is selected with attention to quality, ensuring that customers invest in pieces that will last beyond a single season.
Personal touch in full bloom
For Fisher, the essence of Dewy Rose lies in the personal connection he and his team build with customers. The boutique’s mission is to help visitors find clothing that aligns with their unique lifestyles and preferences. “We are here to help you find your new favorite outfit,” Fisher says, reflecting the store’s commitment to personalized service and style guidance.
By offering locally curated, high-quality selections with a focus on California-based brands, Dewy Rose provides a shopping experience rooted in personal connection.
For those seeking fashionable, versatile pieces in San Luis Obispo County, this family-owned boutique in downtown Atascadero blends the character of independent retail with a deep understanding of women’s fashion, inviting visitors to discover their personal style in a welcoming atmosphere.
Visit Dewy Rose at 5863 Traffic Way in downtown Atascadero. Stop by Tuesday through Thursday from 10 a.m. to 6 p.m., Friday and Saturday from 10 a.m. to 7 p.m., and Sunday and Monday by appointment only. For more information, visit dewyroseclothing.com.
—Skye Pratt
