Houstonian Brooke Feather is a California girl at heart.

After spending her recent summers in the laid-back town of Laguna Beach, Feather fell in love with West Coast style, which favored relaxed and comfortable pieces with edgy details and perfect fit.

"There's nothing like the perfect T-shirt," said Feather. "I have a rule that I won't go anywhere that I can't wear jeans, which is kind of a joke in Houston. I like to get dressed up, but I also like to be comfortable and casual. But I still want to have one statement piece on, or a great bag or a cool pair of shoes. There's gotta be something between running around in your workout clothes and head-to-toe Chanel."

After working for a time as a personal stylist, last week Feather opened her eponymous boutique in River Oaks Shopping Center. On the racks are brands that Feather dicovered in California and others that fit her relaxed-but-chic vibe. There are gauzy dresses by Ulla Johnson, premium jeans from RtA Denim, Lemlem scarves, exclusive beaded jewelry by Tel Aviv's Agas & Tamar, metallic clutches by Italian maker Louisa Cevese, and even a showstopping brushed leather dress by L.A.'s Crippen.

The 1,200-square-foot space (formerly Bath Junkie) feels sophisticated but not spare. The goods are weighted towards neutrals, with pops of olive green, oxblood, and indigo throughout. Above a gold bar cart in one corner, a neon sign reads, "Forget the rules/If you like it wear it." Feather considers it something of a mantra.

"The rules are silly," she said. "You're not too old or too young to wear something. You can wear white after Labor Day. You should just wear what you feel good in."