When I first moved to the desert 13 years ago, affordable, contemporary clothing options felt few and far between. That is no longer the case, fortunately – or, unfortunately, if you ask my husband! One of my favorite newer additions to the Valley’s shopping scene is Roam.e, a thoughtfully curated boutique situated in the heart of Old Town La Quinta.
Roam.e is the creation of Cherry Bustamante, a Toronto native and longtime former fashion buyer for such brands as Forever 21, Urban Outfitters, and Rampage. She initially launched the shop as a mobile boutique in 2015 and brought it to the desert in 2022 when she and her husband made the Coachella Valley their new home. Since then, it’s become a go-to for effortless clothing, accessories, and locally made gifts — all with Cherry’s signature boho-chic touch.
Get to know Cherry and her beautifully curated shop below.
xo, Lindsay
Has fashion always been a part of your story?
Yes! In grade school, I was always the kid who matched her shorts with her top, wore hats and cowboy boots, cut her hair super short (yes, I was first to rock the androgynous look). In high school, I was very involved in our annual fashion shows. I was also the high school photographer with goals of possibly going into fashion photography. From there, I went to Ryerson University and obtained a BA in Fashion Merchandising/Buying.
What pushed you to take the leap to open your own space?
I had worked for so many big-box retailers in the USA and realized they were essentially all the same and I was no longer growing and learning. Opening my own store was always my end-goal, the corporate gigs were used to learn – and make money, of course. When I met my husband in 2014, he urged me to “just do it already.”
What did the early days of Roam.e look like and how has the brand evolved since moving to the desert?
In our heads, we thought Roam.e would be for younger girls, more of a junior customer. Then, when we’d go on the truck and vend at farmers’ markets and fairs, we realized that busy moms were really the ones who needed us. They didn’t have the time to go grocery shopping and then to the mall for clothes. Hence, our assortment grew up a little, providing fashionable and functional clothes for the busy “cool mom.” Back then, we’d focus on athleisure with a sprinkling of printed dresses and casual work attire. Now, being in the desert, I’ve dropped athleisure from our assortment and pumped up the printed dresses and resort wear. Since the majority of our clientele are tourists, I feel that novelty items are what they’re looking for. They can find basic tees and joggers anywhere. When you’re on vacation, you want something different – something that reminds you of where you’ve been. So the assortment is focused more on providing a memory and a feeling that you can’t get back home. Locally made items, merchandise with desert vibes, fun and happy prints. I want the customer to remember us and the feeling they had when they visited La Quinta. It really is such a magical place!
What led you to relocate to the Coachella Valley?
Living in L.A. during my single years and with my husband, we always came to the desert for mini-vacations. I’d come with a group of girlfriends or with my husband and have such great memories. My husband and I always knew that the desert was where we eventually wanted to be. So when COVID lockdowns hit, we thought, ‘O.K., now’s the time to do it.’ So we sold our L.A. house and came here full-time.
What made Old Town La Quinta feel like the right spot to replant Roam.e?
Our realtor knew I owned a shop in the “mom-pop” friendly town of Montrose. So he brought us to Old Town. It was so perfect. I immediately saw Roam.e’s next home. The quaintness, the absence of big-box retailers and chain restaurants, the charm and specialness of it. I knew this was where I needed/wanted to be.
How would you describe your style and how does it show up in what you curate for Roam.e?
My style philosophy has always been casual but not dowdy. As Leeza Gibbons put it (yes, she was in and did say this!), it’s “elevated casual.” Comfort is always my #1 priority. And then you add some style to it and it’s a win-win in my eyes. Roam.e is exactly that. Oh, and with an added bit of whimsy, because hey, you’re on vacation!
What’s one item in the shop right now you’re especially excited about?
I’m in love with our cork lid candles from Sunsets Co. Not only because they smell great and are in a beautiful vessel, but most importantly, they’re made by my part-timer Leslie Delgado. I love supporting local artisans and crafters, especially one so close to home. I love it when Leslie is able to say to the customer, “Hey, I made this.” It just adds to the uniqueness of our store and our offerings.
You carry such a thoughtful mix of local makers and desert-inspired goods. How do you source them?
I often go to local farmers’ markets and craft fairs. If I see that someone’s product will fit in the store, then I immediately ask them if they’d want to sell to us wholesale. It comes from my days of being on the truck in L.A. These crafters were friends to us. Many of them still are.
Any favorite locally made items you find yourself selling out of again and again?
Sunsets Co. candles, Mijo Co. candles (pictured) and J.May Clay earrings are three of my best-selling lines.
What have been the most surprising and rewarding parts of owning a business in the desert?
When people come back to us year after year. When they remember us and make it a point to stop by as soon as they get back into town. That warms my heart. The most surprising part is when it clears out after Memorial Day. When they say it’s dead here, it really is. Feast or famine.
Best business advice for newbie entrepreneurs?
Start small, get your feet wet first and test the waters. Then, when you know something is working, dive right in and do more of that. It’s a combo of risk-taking and being smart. Mistakes are inevitable, pivot when necessary.
What part of desert living brings you the most joy?
Looking up at the night sky. Seeing the stars and the mountains. It’s really magical.
Best meal in the desert?
Oh, I have a few of them . . . Neil’s Lounge for their burgers and onion rings, Enzo’s for their pasta, and RD RNNR (pictured) for their ahi tuna nachos.
Other desert favorites?
I tell everyone who comes here to go to the La Quinta Resort (pictured). Talk about magical! That place is unlike any resort in the country. It’s so charming and unique! Dinner outside at the Adobe Grill during the fall or spring is so special, especially at sunset and at night under the stars.
Thank you Cherry!
Whether you’re hunting for the perfect desert-inspired gift or seeking a wardrobe refresh, Roam.e is a must-visit! Pop in and let Cherry help you find your next favorite piece!