What it’s actually like
Jules & JC is the kind of boutique Fifth Avenue was built for and the kind that keeps it alive: one room on the curve at 7052 East Fifth, two owners who know the stock by heart, and a mix edited tightly enough that you can see all of it in fifteen minutes. The motto on its website is “Inspired. Curated. Adored.”, and the reviews tend to agree with all three words.
The racks are contemporary and designer women’s labels, chosen in depth rather than breadth. Favorite Daughter blazers, skirts and blouses, Desigual’s prints and patchwork, Free People, Bishop + Young, Fifteen Twenty, The Shirt by Rochelle Behrens, DL1961 denim, Spanx and XCVI, with cashmere scarves, bags and blue-light readers on the accessories wall and a shelf of gifts and home pieces. The prices are boutique prices, from about $60 for a tee to just under $400 for a blazer, with regular sales.
The surprise is the men’s rack. Anatomie travel pants, 7Diamonds and Cuts Clothing polos and shirts mean that a couple can shop together, which on a street of women’s boutiques is a real service. Customers name the owners as Julie and Jodie and credit them with styling advice that is honest rather than pushy, which is the reason people come back. Next door at 7050 is Vintage by Misty, the luxury resale shop, and the two together cover new and archive on the same block.
What to buy
A Favorite Daughter piece. The label the store carries most deeply, from blazers and cardigans to skirts and blouses.
A Desigual statement. The prints and patchwork that you will not find on the other racks along the avenue.
DL1961 denim, fitted by the owners. Ask which rise and leg works for you; they will tell you.
A men’s Anatomie or 7Diamonds piece. The reason the other half of the couple stays in the store.
Parking, timing and the practical stuff
The store is on Fifth Avenue’s curve just west of the Bronze Horse Fountain at Marshall Way, in the stretch with Vintage by Misty and the courtyard at 7051 across the street. Street spaces on Fifth go to the regulars; use the public garage on the Fifth Avenue side near the canal or the free Civic Center garage off Drinkwater Boulevard and walk. The Old Town on foot note maps the loop, and the Fifth Avenue guide covers the rest of the street.
Hours are 11 to 5 Monday through Saturday and noon to 5 on Sunday, so plan it as an afternoon stop and not an evening one. Weekday afternoons are the calmest and the best time for a styling session with the owners; weekends in high season, roughly January through April, are busy with visitors. If you live in the north end of the city, the second store at 8852 East Pinnacle Peak Road carries the same labels with more space. Bobbles & Lace and Iron Rose Boutique in the courtyard across the avenue make it a three-boutique block, and Carmen on 5th further along is another owner-run edit.
Eat while you’re there
Berdena’s and The Herb Box are across the avenue in the courtyard at 7051, for coffee and a patio lunch. Citizen Public House along Fifth is the gastropub for dinner, and FnB in Craftsman Court is the reservation if the afternoon turns into an occasion.
How it got here
Fifth Avenue was cut in 1950 by artists burned out of the Arizona Craftsmen building, and through the 1950s it became Scottsdale’s boutique street: resort clothes for winter visitors, Saturday fashion shows on the sidewalk, owners on the floor of every shop. The format was personal by necessity, because the town was small, and it has proved the one thing the avenue does that the malls cannot copy.
The street has had harder decades since. Retail energy moved to Fashion Square and the Entertainment District, small leases turned over fast, and through the 2000s Fifth Avenue’s survival depended on owner-run shops willing to make a small room work. The 2010s revival was built on them and on the restaurants around Craftsman Court that gave people a reason to walk the curve again; Vintage by Misty, next door to Jules & JC at 7050, opened in 2009 and is part of that comeback.
Jules & JC belongs to the 2020s chapter. When it opened on Fifth Avenue is not documented in public sources, and this page does not guess; reviews from 2024 onward describe a shop run by two owners, Julie and Jodie, with a gift for fitting clothes to the customer, and a mix of contemporary labels that is deep rather than wide. By late 2025 the business had opened a second, larger store on Pinnacle Peak Road in North Scottsdale, a sign that the Fifth Avenue formula travels.
What the store keeps alive is the oldest version of the avenue’s retail: two owners, an edit, and advice you can trust. The labels are new, and the men’s rack would have surprised the 1950s shopkeepers, but the idea that a boutique on Fifth Avenue should know its customer by name is exactly where the street started.