Fashion with an urban vibe

Maybe it’s just a coincidence, but every time Kristi Kelly opens a business, she has a baby. She had her first child, Lilly, when she started her wholesale business. Then Jack came along just as she opened The Loop, a clothing store on the Plaza. Now a third child is expected in June, just as Kelly is gearing up for the March 16 grand opening of Sioni, a boutique in the El Paseo arcade.
Kelly seems unfazed by the prospect of her “twin” deliveries as she flits around the shop, arranging clothes and greeting customers and friends stopping by to wish her well. A native of Sonoma, she obtained a degree in oceanography and environmental science and worked on projects such as coral reef research. But her love of design inspired her to establish her own wholesale business, Sioni, nine years ago. The name came from an historic Georgian cathedral in Eastern Europe. Kelly specialized in creating custom handmade leather goods, ultimately acquiring corporate clients such as Perrier Jouet, Champagne Mumm, Gloria Ferrer, Ravenswood, and Reynolds Wines in Australia.
Four years ago, Kelly partnered with her mother, Joene Kelly, and opened The Loop, a retail store on The Plaza, blending her handmade Sioni products with smart and stylish lines of clothing, accessories and shoes. The store’s success fueled her desire to start an enterprise that would appeal to a new demographic she sees emerging in residents and visitors to Sonoma – younger, fashion-conscious consumers who shop small boutiques in search of unique designs.
Accordingly, Kelly styled her new store with a somewhat “urban vibe.” Sioni is a light and airy space that combines a clean, rustic look with a touch of industrial chic. The clothing lines are from the genre of designers instantly recognizable to fashion junkies, and include iconic brands like Citizens of Humanity jeans, Nation T-shirts, Ashley Morgan, Park Vogel, Sunner collection and the Fleur Wood collection. While these designers are producing highly original, fashion-forward clothing, they are also committed to sustainable and ethical means of production. Both aspects are important to Kelly as well, who is selective about her merchandise.
“I look for designs that are edgy, yet are incredibly well-made,” says Kelly. “It’s important to be able to layer the pieces and also to feel at ease in the clothes. I try to choose lines where the designer represents fashion in a way I can relate to.”
Sioni will also feature Kerry Cassill bedding and loungewear. And there are lush and silky underpinnings available from brands like Bella Bum Bum and Sunny-Dessous. To add those final touches, there is fine handmade gold jewelry like bangles and earrings from Keva.
Currently the merchandise is mostly for women, but men’s clothing will soon be added. The feel of the shop is not “girly;” rather, this is the kind of place where men will feel comfortable hanging out and shopping, not just sitting outside and waiting while their spouse or girlfriend searches for that “just right” little something.
Sioni will be open from 10 a.m. to 6 p.m. daily at 414 First St. E., Suite D; 707.996.3700. The web site is www.sionilife.com.