About


Welcome to St. Augustine's Iconic Fashion Boutique!

Rochelle’s was established in 1984 by Tom & Karen Rochelle who fiercely edit the boutique’s designer collections with a style not driven by trends but by an educated eye for what is beautiful, fashionable & modern. Known for offering soft & creamy fabrics & superior fit in the lines they carry, Rochelle’s is THE must-shop boutique. Voted “Best Boutique” in St. Augustine year after year, Rochelle’s is located in an historic former sign studio renovated in a modernist, eclectic style – a perfect showcase for the clothing & jewelry that are the main event.

Meet The Crew


Karen Rochelle

Creator of Happiness

Passionista. Coffee & Red Wine Addict.
Obsessed with fabrics since childhood.
Just wants to have fun.



Tom Rochelle

Fashion Mystic

All about fast cars, fast women & hot fashion.
European tendencies.



Mitchell Jabs

Style Specialist

Fond of lower latitude exploration & all things coconut.
Personal Shopper Extraordinaire- will make all your dreams come true



Taylor Rochelle

Accounting Ninja

Enjoys long walks on the beach & short trips to the fridge. Dabbles in dozing.




Evan Rochelle

Graphic Design Guru

Intends to live forever. So far, so good.