Something new: Valerie Joseph’s POSHd boutique

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When Valerie Joseph (Valerie Ragaza-Miao) closed her Ala Moana Center boutique, she didn’t have much to say publicly about it — until now. Come to find out, Joseph’s been prepping for a major rebrand, replacing her old bright and trendy boutique with a whole new inventory and design concept called POSHd. The new boutique at Ward Center celebrates its grand opening this weekend, March 5 and 6 from 12 noon – 4 p.m. – sweets and bubbly will be served.

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Frolic got exclusive invites to the private blessing and a sneak peek of the space. I thought about Joseph’s resilience, competing against big-box and luxury brands over the past 10 years, first in McCully, then Chinatown, then Ala Moana, and trusting her instincts on when to pivot and change.

At 665 square feet, POSHd has a black-and-white design theme with a sophisticated feminine vibe, vastly different from the bright pink-and-black palette of the Ala Moana store. The Ward Center boutique is next to Bed Bath & Beyond, next to Dolce.

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Accessories and specialty items are still fun, full of upbeat messages like “life is beautiful” and “follow your bliss.”

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The clothes are more sophisticated, with a good selection that can transition from career to nightlife. Dresses average $79, and separates are under $60.

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I was really drawn to this striped cape-jacket ($59).

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These ‘dammitt dolls” make a fun gift ($18) – a stress doll of sorts.

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Coco Java Coffee Scrubs are exclusive to the boutique: face polish ($29), cellulite scrub ($33) and body scrub ($39). There are also locally made things like Joseph’s Coco Java Pancake Mix and Hawaiian Coffee.

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Photos by Lyle Amine

POSHd by Valerie Joseph
Ward Center
Monday through Saturday 10 a.m. – 9 p.m., Sunday 10 a.m. – 6 p.m.