At Ambiance in the Sunset, it helps to have famous customers

Ambiance, a boutique dress shop in San Francisco's Sunset neighborhood, remains the last dedicated women's clothing store in the area, adapting to the challenges posed by online shopping. Co-owner Gwen Lee-Rios, who purchased the store in 2023, emphasizes the importance of customer engagement and tailoring inventory to meet evolving preferences. Originally opened in 1983, Ambiance has shifted its offerings from prom dresses to loungewear and curated packages during the pandemic to stay competitive. Lee-Rios credits the store's knowledgeable staff and personalized styling for attracting clients, particularly working mothers. With only six employees, she manages various roles, from buying to customer service, ensuring the store's operational success.

According to the Inner Sunset Merchants Association, Ambiance stands out among the 125 local merchants, underscoring its significance in the community. Recent challenges include renegotiating prices due to tariffs affecting imports from China and Mexico. Lee-Rios remains committed to creativity and flexibility in her business approach, recognizing the need to cater to customer preferences for long-term viability.