Locally Owned Women’s Boutique

5362 H St., Sacramento; (916) 454-2900; Fountains at Roseville, 1182 Roseville Parkway, Roseville; (916) 788-1488; www.serendipityboutique.com

Sacramento has finally shed its cow-town image. For proof, just look at the increasing sophistication of its inhabitants’ attire: Mom jeans have been superseded by designer jeans. Hip Sacramentans no longer have to go all the way to San Francisco to fill their closets. They’ve got Serendipity, which opened its first store in East Sac six years ago. (A second opened in Roseville in September 2008.) Owned by local tastemaker Barbara Lym Wong, the boutiques cater to a chic demographic with merchandise from Theory, Trina Turk, Velvet, James Perse, Free People, Ella Moss, Citizens of Humanity and Joe’s Jeans. They also carry handbags, jewelry and Uggs boots, Havaianas flip-flops and Cordani wedge clogs. Serendipity holds two massive sales a year, in January and July, slashing prices up to 75 percent.