Calling it "the girlfriend's guide for the road of life," the pair
wants the site to become the go-to place for young women seeking
"We found that we have friends who are basically the same age but
who are at different stages of life," Gutshall said. "Some are
married and have babies, some are full into their careers, others are
in the midst of dating. We want this to be a resource for everyone."
It helps that the Web managers are at different stages themselves.
Gutshall, 30, is single and dating. Bowling, 26, is married and has a
Both women said their daily experiences fuel much of the online
content, which is updated regularly and dispatched through weekly
newsletters to about 1,000 readers.
"A lot of my material came from when I was pregnant," Bowling
said. "It drove me nuts.... I couldn't find many books written from a
woman's perspective on how to deal with pregnancy."
She kept track of her ideas and created much of the content for
the "baby" section of the website, dedicated to new mothers in need
of tips. Wedding, dating and living are the other three categories
posted on the site.
All of the content is original, Gutshall said. Much of it revolves
around the idea that women want to be stylish and stay informed on
the latest trends but often don't have the time to scour magazines
for the information.
The pair operates most often from Gutshall's Newport Beach home.
She does most of the writing, and Bowling primarily handles the
business side. The women bring in revenue from advertisers, who
sponsor a weekly newsletter that features their products.
For now, ChicBlvd.com remains a hobby for both women, though they
put in full-time hours. Gutshall continues to work in the advertising
industry and Bowling owns a small boutique in Riverside.
The two met through a mutual friend, Lara Stoll, who is scheduled
to be married next month and offers her own ideas in a column on the
And it's not all women, all the time.
Andre Niesing, a Newport Beach-based photographer, writes an
advice column from a male perspective.
Gutshall and Bowling said they are looking to expand the website's
content to include e-cards and a series of short movies that will
provide relationship advice through humor.
Both said giving advice is a natural.
"It doesn't feel like work," Gutshall said.
* ELIA POWERS is the enterprise and general assignment reporter.
He may be reached at (714) 966-4623 or by e-mail at