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Male order 

Oh, the razors.

Jules D., a new specialty store focusing primarily on men’s lifestyle products—all brown leather and polished metal and crisp lines—carries a little of this, a little of that. There are belts and wallets, books on beer and cars, cool clocks, and jackets guaranteed to up someone’s distinguished stats by a magnitude of awesome.

click to enlarge FACE TIME :  Jules DuRocher (left), co-owner of Jules D., sells shoes, belts, and other stuff for guys with style—including shaving equipment, as demonstrated by customer Justin Watson (right). - PHOTOS BY STEVE E. MILLER
  • FACE TIME : Jules DuRocher (left), co-owner of Jules D., sells shoes, belts, and other stuff for guys with style—including shaving equipment, as demonstrated by customer Justin Watson (right).

But oh, the razors.

Customers who walk in and turn left—first admiring the Moto Guzzi V7 Café Racer temporarily living in the main window—will find a display of shiny-handled beard-tamers, and even a case of straight razors like something out of a classy barbershop from a classier era.

The shop’s co-owner, Jules DuRocher, has a handout on proper shaving techniques ready for blade buyers. She encourages the straight-razor novices to start on a balloon. She also offers samples, so guys can find the perfect cream—or hair product or other grooming gels and such. While I was in the shop, a man came in, thrilled to find Baxter of California products. A good pomade, it seems, is hard to find.

Since the shop’s soft opening on June 7, DuRocher has seen customers drawn in by the distinct look of the brands she carries, customers interested in the sleek and the stylish. The shop’s site,, refers to this demographic as “the re-emerging Renaissance Man,” a classifier that should make any guy who goes beyond matching his shoes to his belt feel just a wee bit of pride.

In prior professional lives, DuRocher had an interior design studio before managing a Vespa and Ducati shop in town and then going on a “career walkabout” that involved dabbling in a wine shop and bicycles. The Vespa part of her journey sparked a love in her for the sort of European-styled car culture that attracts dashing and genteel types, fellows who enjoy purring engines, precise timepieces, and well-poured drinks.

She aims to carry a variety of well-made products with a range of prices. Check out the Toschi shoes or the SeaVees, the latter of which are California-influenced, Santa Barbara-headquartered, and based on ’60s milestones. There’s a shoe inspired by the Beach Boys releasing Pet Sounds, one for the passage of the Wilderness Act, one for the Olympics in Squaw Valley, one for Jack Kerouac completing Big Sur, and one for The Graduate premiering in Hollywood.

DuRocher has already ordered items for the fall (it’s almost jacket season!) and is thinking of eventually carrying men’s jewelry. In the meantime, there’s plenty in the way of Fiat and Ferrari—and T-shirts, too, because everybody needs to relax in something comfortable. Though the shop has a male focus, there’s also stuff for ladies. The common thread is a stylish one.

The Jules D. slogan is “Look sharp. Live large.” DuRocher said she toyed with adding “Smell good.” to the line-up. Engage all your senses—especially taste (get it?)—at 1129 A Garden St. in downtown San Luis Obispo. For more information, call 781-0722.

Fast fact

The Cache Valley Drifters are filming a music video at the California Mid-State Fair the night of July 21. For their first-ever performance at the event, the band will be taking the Headliner Stage at the north end of the fairgrounds—and they’re bringing a four-camera film crew looking to capture the music and the crowd. The hour-long concert is free (with paid admission to the fair). “We are hoping for a big turnout, so come and join the fun,” a press release reads. “Otherwise we’ll be dubbing in audience shots from last year’s Aerosmith concert.” 

Executive Editor Ryan Miller compiled this week’s column. Send business or nonprofit news to

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