There's a new shopping destination in Pittsburgh.

Retailers settling into an East Liberty spot hope to give those boutique-filled neighborhoods — such as Oakmont, Shadyside, Squirrel Hill and Sewickley — some chic competition.

“I could have opened in any of those areas, and I considered them,” says Kiya Tomlin, a fashion designer who creates high-end, custom-made women's clothing — and wife of Steelers coach Mike Tomlin. “But I wanted to do something different, especially with what I do. If I put myself in an established area, people might not get what I do.”

The collection of properties being developed by Washington, D.C.-based developer Nigel Parkinson is tentatively called Indigo Square. The 300,000-square-foot area encompasses four quadrants near Broad Street and Highland Avenue.

Tomlin's studio, Kiya Tomlin Pittsburgh, offers a range of creations from $150 stock items to signature and runway collections, as well as couture pieces that start at $1,500.

“I invite women to come and experience the design process,” she says.

Tomlin was drawn to East Liberty because it's close to home and where her three children attend school. She likes that it is underdeveloped, and she can be part of the development process, be part of “a first,” she says.

“They say artists help develop a neighborhood,” Tomlin says. “I liked this space the minute I saw it. It felt like I was at home, especially when I saw all the windows and the loft. It just needed a little TLC. I have had the vision for my own place for a long time. I just needed to take the jump off the ledge and do this.”

The other business owners bring a special personality to the area, she says.

Next door is Chemistry, owned by Jeneane Hugus. Chemistry sells contemporary apparel and accessories for women and unique baby items. The children's items include Bratt Decor furniture, touted by celebrities Kourtney Kardashian and Jennifer Lopez; celebrity-inspired Puj Tub; and strollers that rotate 360 degrees.

In women's clothing and accessories, Chemistry carries Henry & Belle, Eberjey & Zinke lingerie, Bella Dahl tops, Houston sweaters and Elliatt dresses. Tank tops start at $50 and dresses at $70. Coats, such as a mixed media in leather and faux fur, sell for $500 to $1,000.

“I am trying to carry brands that stores such as Saks Fifth Avenue and Barneys have,” Hugus says. “We offer more up-and-coming, sophisticated and edgy clothing and accessories. I saw the space and just thought it was the perfect location. I believe it will be a destination for people to visit, shop and dine. It has a pretty cool vibe.”

The name Chemistry comes from “mixing your personality with your style of clothing and accessories choices,” Hugus says. Being a math teacher and always interested in math and science influenced the name. She's having a grand opening from 10 a.m. to 9 p.m. Aug. 15.

Her husband, Brent, will open Luxe, a high-end kitchen and bath store, in September. Another storefront, Olive & Marlowe, sells an extensive selection of olive oils and balsamic vinegars.

Across the way, Julia Reynolds owns The Shop in East Liberty, which will celebrate its first anniversary in September. She wanted to open a business in the area where she and her husband bought a house after moving from Shadyside.

Reynolds sells everyday art, jewelry and home goods, such as ceramic bowls, patterned pillows and brass and bronze earrings and cuff bracelets, hand-made by artists. Most items cost less than $100. She is happy to have neighbors such as Tomlin and Hugus.

“I love that there are other stores,” Reynolds says. “Some people might think that is counterintuitive to talk to the competition, but this is such a strong network of people, and I love being part of it, especially seeing more female-owned small businesses. We can all learn from each other. East Liberty is a vibrant community that is continuing to grow. It's making a comeback.”

This area is seeing a resurgence, says Michelle Stewart, retail brokerage specialist, who is representing the space for Colliers International, Downtown.

Stewart says she loves how each owner has accessorized the space.

“There were some tough times, but we are starting to see a change in East Liberty,” Stewart says. “People are starting to see the value in coming here.”

Indigo Square is part of a community plan that has been evolving since 1999, says Skip Schwab, investment officer for East Liberty Development. In the 1940s, East Liberty was the third-largest commercial district in the commonwealth, he says.

“East Liberty is a diverse community, and we hope that continues,” Schwab says. “Go into the Target and you will see a most diverse shopping experience. We think of Indigo Square as a way of pulling the market into the historic core. And once development occurs, it sets the table for additional development.”

Stewart says she hopes Indigo Square becomes like Market Square, with shopping and dining and entertainment. There will be a courtyard area, and a 137-room Hotel Indigo is scheduled to open in June 2014. The hotel and Indigo Square development is projected to cost $30 million.

“There are many boutique retailers who are interested in coming to this area,” Stewart says. “There are lots of people with cool and creative retail ideas in Pittsburgh like Jeneane and Kiya and Julia.”

Jennifer Honig plans on shopping in this area. The Shadyside resident met with Tomlin earlier this week and observed all the changes.

“This is the new Shadyside,” Honig says. “It is happening and electric, and you can find something different than what you might find at a mall. I think Bakery Square and now Indigo Square has brought a new level of fashion to the East End.”

JoAnne Klimovich Harrop is a staff writer for Trib Total Media. She can be reached at jharrop@tribweb.com or 412-320-7889.

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