A really cute little boutique that I wandered into with my friend one day. We had such a good time looking at their clothes, purses, and adorable accessories. Some of their prices are a bit high but the style that they are going for is fun, fresh, and feminine with a bit of whimsy in there for good measure! Hopefully I'll be able to come back some time soon!! read more

I love this store! If you love Anthropologie or Free People but don't love their prices......check out Prim... the prices are affordable and clothing is to die for! read more

FABULOUS!! This store is an amazing addition to Downtown Pleasanton. Not only do they have a wonderful selection of beautiful & affordable clothing and accessories, they also have amazing furniture! I am the proud owner of an incredible chest of drawers and I get more compliments on it than you can imagine! Prim is a must-go-to store for anyone visiting Downtown! read more

This is just what downtown Pleasanton needed! Perfect boutique for the budget-conscious crowd looking for a fun and stylish outfit. Great variety with a constant incoming of new clothes and a range of styles. Reminded me of Anthropologie but lacked the outrageous prices. Friendly staff and enjoyable environment-couldn't ask for a better experience! read more

Love, love, love Prim. They have unique and very cute clothing and accessories, great prices and a very friendly staff. It is my daughter's favorite store! read more

I feel the public should know Prim's return policy. They do not allow you to return items for the same currency you bought the items. even if you put it on your debit card, or pay cash.They ONLY offer store credit, at which time they say "they will put it on your account" they never give you a gift card or anything. Very odd and makes me feel insecure. They never tell you this at the time of purchase. In fact, they upsale you, and make you purchase a lot of stuff telling you that you can return it at any time, (sneakily hiding their return policy). What makes me even more upset is the following behavior...... When I told the cashier that I was never informed of the return policy (even when I asked about it at the time of purchase) the cashier replied "the computer won't even let us do a cash/credit return - even if I ring someone up wrong, they still won't get their money back - only store credit." She said this with confidence while looking away from me which is a sign of someone telling a lie. Such an awful feeling to get from a business these days. :( It took all my power to not lose it right then and there and I started to replay in my mind the "up-sale" strategies from when I was in there the day before. Such horsesh*t! I calmy left the store after this news, and went straight to yelp. Yes PRIM guess what - Gen Y will hand you your a*s digitally on social media - no need to argue and make a scene. This store has maybe 3 racks of clothes, all made in China, and overpriced. Oh and if your not 21 and skinny, you probably won't find anything in there except maybe a scarf. My guess, this place will be out of business in 6 months. Thank you read more

Let me start by saying I have been a business owner myself for 30 years. I was so disappointed in my experience in this store and with the store owner. She was rude and a she was a bully. Please read my experience to the end. I have visited this store three times all together. It was my observation that they did not have much merchandise, It all looked the same, and had mediocre quality, but high priced clothing. But, during my second visit I found and purchased two identical summer dresses (one in black and one in grey) just over a week ago. I needed to exchange the grey one because even though I purchased the exact same size in the black one....it was very large and did not fit me. I had tried on the black one in the store and figured I was safe purchasing the grey one without trying it on since they where the same. I was wrong. I returned to the store today to see about exchanging the grey one for a different xs since it seemed the grey was either mis marked, or a bad cut. A sweet girl that works in the store went in the back room to check to check stock. I was out of luck. So, I said I would like to return it since it did not fit. I proceeded to the front desk and was told I would be getting a store credit. I had paid cash for the dress, so I asked for a cash refund. They pointed to a very small sign on the desk that stated they only give store credit...no returns allowed. I very kindly asked if the owner could make an exception since they did not have the dress I wanted and there was nothing else in the store I liked. The owner greeted me with a scowl face and told me I should have paid attention to the policy before I made my purchase. I apologized by saying I was not told about the policy when I made the purchase and that the sign was so small that I did not notice it. She walked off and was gone for at least 10 mins while I stood there and waited. She came out from the back....called me aside from the front desk and customers and proceeded to tell me how she will give me a check for my return, but I should have known the policy and that she would make a one time exception but would "Red Flag" my customer profile in her computer. I was not sure what that meant, but by her tone of voice and the look on her face it was not good. To make a long story short....every time I tried to speak, she would cut me off and talk over me. She stated things like "she was 34 years old and runs a successful small business her way and it works". She stated that "she was not Nordstrom's and does things different". I asked her to please calm down and no need to reprimand me as I was a new customer that just did not understand her return policy. My observation was that she was an angry, inappropriate, disrespectful 34 year old that had a lot to learn about talking to her clients. She treated me with disrespect. She might want to think twice before acting like that again because it turns out I have a friend that knows her and will report her bad behavior. Not to mention avoid shopping in her store. Such an unpleasant experience for me. read more

I have been waiting for this store to open and it did not disappoint today! Great selection of unique clothing, and I love that anything in the store is basically "for sale!" Includes anything you see hanging on the wall - love that! The prices are very reasonable -- I hope they stay that way! If the quality, selection, friendly staff, and pricing (and the cute bags!) all stay the way it was today, Pleasanton is going to have a great addition to its downtown! And it has been needing it! Welcome, Prim! read more

Hands down my favorite boutique, their customer service is outstanding. The owner Missy is always ready to offer her fashion advice, and help you out with your perfect outfit for an event or to restore your closet. They have the kindest souls working here and are always striving to help you out. I can always count on PRIM to have the latest fashion trends, I never leave without buying something! PRIM is by far my favorite place to shop in the tri-valley, I have never in my three years of being a customer have had one negative experience. If you are in to affordable couture and a friendly shopping environment this place is for you. read more

I absolutely love this place. It has an amazing selection of dresses, but they tend to be on the pricey side, at least compared to what I am used to spending. Everything in the store looks artsy and unique while still being fashionable. The jewelry is surprisingly affordable and I always find myself buying earrings here. The clothes tend to fit a bit oddly so don't buy anything without trying it on first. The salespeople seem to be a bit fake at times, but I don't mind. Those are the only cons I can think of, but they aren't enough to make me knock off a star. One last thing that makes Prim unique is their bags for your purchases. Your selections get put into a reusable drawstring or tote bag, which I think is really cool. I would recommend Prim for people in their teens and early 20s. It's really a great place. read more

Great boutique! Always cute clothes, something for everyone. I am not all that petite and get a little sheepish in boutiques thinking they will be overpriced and made for tween type bodies, but this is not the case at Prim. I try and go in once a month to find something cute to add to my collection, and I have yet to be disappointed. Prices are reasonable, staff is lovely, and they are always getting new stuff in. read more

I love this store! I thought it would be pricey, but it wasn't at all!! Super cute dresses and accessories. The sales associate was awesome and let me know that their stock changes weekly. I will definitely be back. Great place to get unique and super cute summer clothes! read more

Prim is a blessing in disguise for downtown Pleasanton! Finally a store for women to shop, save a few bucks and feel like they are stepping out of a designer magazine. Love everything about this place. WAY TO GO ALICIA and downtown Pleasanton. Every woman should own an item or two from this shop!! Hurry before your size sells out! read more

First off: i'm from Brazil, so most of the stuff I own comes from there and people are always commenting on my clothes and asking me where i get them. When I first walked into this store the stuff instantly reminded me of the clothes I see in Brazil. So needless to say it was love at first sight. I only bought one thing (and adorable brown sun hat), but had I not been saving my money I would've bought about ten more things. The clothing looks like it's very good quality, so although it costs more than say, Forever 21 or PacSun, it's definitely worth it. The stuff is original and adorable. The people working there were very nice as well :) new favorite store! it's about time we got a good clothing store downtown :D read more

I absolutely love this cute store downtown! There is so much positive energy and the ladies who helped me were so nice! I am so thankful that downtown Pleasanton is lucky enough to have a store like prim because we definitely need it! Besides the fact that the clothing is beyond adorable, it's very reasonably priced as well. I'm also impressed with the organized display of clothing and jewelry ect. Overall, prim has done an excellent job and I sincerely hope that they do well! read more

I LOVE this store! What a perfect shop with amazing clothing, great prices and atmosphere! The staff is so friendley and helpful. I have visited this store on multiple occasions kiddos in tow and the staff is so knowledgable and patient.The store is very kid friendley with a large comfy couch for my children to sit on and large dressing rooms to wheel in the buggy if your little one is resting while you try on outfits! When you visit this store you will feel like you are at home and believe me you will return!!!! read more

Just wanted to write a review for this amazing boutique Prim. I've been coming here for years and it is honestly the most amazingly affordable place to buy women's (and now kids) clothing in the area. The current owner Marissa has been in fashion design for a really long time and it shows with all the top quality, diverse, low cost pieces in her stores. The staff at both Prim and the children's store, PrimPop, are always careful not to oversell me, and actually take the time to ask what I"m specifically looking for, so they can recommend any new items that might be coming in, but aren't yet in the store. I was SO excited with the recent launch of their website because I have a lot of family outside of the area and they all have wanted to buy items from Prim but aren't able to come out to Pleasanton very often. P.S. if you are local and ever want to have a little girl time with your friends, a little secret to the store is their backyard garden area which they rent out for parties. I didn't even know that existed until recently and I'll for sure be looking into renting that out for my nieces upcoming graduation. -Jasmine read more

Love Prims collection of goods! Ordered a blouse from them (Facebook friends, I am in southern California) and love it. I got tons of compliments!! Can't wait till they are online So that I can purchase more...the prices are great and the quality is awesome! read more

Went in there hoping to find something for me...but alas it is more for the younger set. My college age and teenage daughter LOVED it! I did too even though I just bought some sunglasses. Super cute clothes that are different than the same old stuff in the mall AND reasonable prices. We will be back for sure!! read more

Cute store; hit-or-miss pieces. I've gotten some things that are trendy, fun, great finds. Other stuff I've seen there is ridiculously tacky...even if the target audience is teens/twenties. You have to go in with an open mind. It's like a mini Francesca's or Forever 21, but somewhat more curated. read more

I can't say that I usually find the cute boutique my cup of tea, in fact I run. When I am dragged in to one with my girlfriend, I put up with it as long as I can and try to guard my wallet. My experiences at PRIM have almost made me change my curmudgeon type ways though as they have helped me with gifts several times now for my GF and now some family and everyone has just loved it! I find the prices to be overall very reasonable compared to other shopping I have done for my GF and the service seems real and on a genuine level. I am given some good tips on which jewelry to buy and it has helped out a lot. read more

Cute clothes, great decor, and friendly employees. I have found some great one-wear items at this downtown pleasanton shop! My only beef is that some dresses are extremely over-priced for being from santee alley... but I can live with it, considering they are unique for the bay area! read more

All rave reviews for Missy and this amazing business she built! I remember when I first shopped at her store which was shortly after she first took over the shop and the learning curve she had at the beginning. I LOVED her style and all of the clothing and accessories she hand picked for her store back then and NOW a few plus years later I am in absolute awe of what she has turned Prim into. It is an absolutely visually stunning boutique that truly is more a whole "experience" just walking in-so much so that I wanted to start my own little photo shoot all around her store and on her back patio/alley because it's that insanely cute! And the clothes, shoes and accessories she still hand picks for her store-all gorgeous! I want to spend hours in there trying on all the looks because she has everything you need from your lazy Sunday afternoon outfit to your New Year's Eve outfit and everything in between and you never have to worry if your outfit is "ok" because she is so spot on with current trends and classic pieces all working together. And the fact that just a few short years after first opening her first store, she now has expanded to an online store, kid's boutique and a second store in Los Gatos-she is on fire! So fun as a random customer who stumbled across Prim to watch the journey and growth it has had with Missy as the spearhead. read more