Glamour girls

Every little girl can be a princess -- or a skater girl or a rock diva -- at a boutique aimed at the youngest fashionistas

SOME ADULTS may feel that introducing girls to glitz and glamour at an early age can only exacerbate increasingly troubling consumerist behavior, superficial preoccupation with self-image and the objectifying of women.

Rubi Etrata disagrees.

"Fashion allows girls to develop their personality," she said. "When they are allowed the freedom to choose, they identify their own style. It builds self-esteem and confidence. If they are happy with what they are wearing, they won't be shy."

Painting nails and exploring Mom's closet while playing dress-up have always been favorite activities for little girls. They can take the home rituals a step further, enjoying dress-up occasions and mini spa treatments at Etrata's newly opened, second Lil' Miss Trend-E boutique at Windward Mall.

As a birthday party option, girls are given the opportunity to plan their first party, picking everything at the party, from the color of their nail polish to the accessories.

"It is not your typical tea party experience," said Etrata. "It's trendier, with a more cutting edge in fashion."

Girls can choose to dress as a fairy princess, a skater girl or a rock star diva, and keep the accessories that come with their character of choice.

"It's like Halloween -- they dress up for a night and pretend to be something else," Etrata said, noting that many adults never outgrow their love of playing dress-up.

Eight to 10-year olds seem to be most interested in the activities. "Lots of girls like to copy their older sisters," Etrata said.

Once the girls are accessorized and have their hair styled, they move on to nail- painting and a touch of makeup.

"It is not like Coverlook where you get full-on makeup," Etrata said.

Glittery, shimmering lip glosses and eye shadows from Hilary Duff's line are used.

Parents can watch the proceedings and are welcome to provide input.

"Some of the girls tell us they are not allowed to wear nail polish. So the experience is different for each individual," Etrata said.

Moms can also shop for themselves while their daughters are being pampered.

"We have accessories for women -- like the jewelry, belts and handbags," she said.

The new store has "a little more variety" than Etrata's original Pearl Kai boutique, plus new local designs for the holidays. "Eventually we'll have the same inventory."

The Windward store also offers a footwear collection and some other fashions not available on the Leeward side.