Alem Beshir inside her new store at Pike & Rose - Yogaso Credit: Andrew Metcalf

Amid major national brands including Gap, City Sports and Francesca’s at Pike & Rose in North Bethesda, shoppers can find the children’s clothing boutique Yogaso—the first store opened by local businesswoman Alem Beshir.

The 1,700-square-foot store, which opened today, sells a carefully curated selection of clothing designed for infants and children up to age 12. For two years Beshir, 39, operated her business from a Bethesda address from which she mailed clothing to local and online customers. The Potomac resident said her business started through word of mouth.

“I got a lot of my customers from dressing my kids for school,” Beshir said. A parent at her kids’ school once told her that she would wait while picking up her own children just to see the outfits that Beshir’s children wore. “My kids became my models,” Beshir said.

The name of her store comes from combining the first two letters of her kids’ first names—Yohannes, Gabriella and Sofia.

Beshir imports the clothes mostly from Europe, but also sells apparel made by American, Japanese and South American designers. Prices average about $35 to $50 for clothing items; the store also sells toys. Beshir said she’s attracted to European kids’ clothing because it tends to be higher quality than mass-produced items sold in larger American department stores.

“I know there’s a gap that needs to be filled,” Beshir said. “For that special, unique, chic look, I want people to come to us.”


The store is at 11803 Grand Park Ave. Beshir plans to host a formal grand opening and ribbon cutting sometime in mid-December.