About Us

Our Story
Dietle James is owned and operated by Aimee Dietle. Aimee has always been extremely into fashion at the impressionable age of seven, she dreamed of being a Wet Seal girl (at sixteen she was). She has been in retail since fifteen years old and has never looked back.

Opening her first store in 2004 in the little town of Scotts Valley, Dietle James was an instant hit. In 2008 she opened her second store in Capitola Village by the beach. She has since sold the Scotts Valley store to focus on the Capitola store and web site.


Family owned and operated since 2004

We carry the finest womens clothing and accessories, including...
291
69 Jewels
AG Jeans
Alice and Olivia
Calleen Cordero
Chan Luu
Charley 5.0
Commando
Current Elliott
Cynthia Vincent
David Learner
Dolce Vita
Dylan George
Elizabeth & James
Ella Moss
Fluxus
Freelook
Genetic Denim
Gorjana
Gypsy05
J Brand
Kettle Black
L n A
Madison Marcus
Matiko
Maya Swimwear
Nation Ltd.
Nightcap
Parker
Rebecca Minkoff
Saixante Neuf
Sam Edelman
Seneca Rising
Tkees
Tylie Malibu
Wildfox
Young Fabulous & Broke