Rare Bloom Boutique, located at 2841 Cañon Street, Unit G in Point Loma's Liberty Station, published the surveillance video to Instagram on Sunday, July 5. At the time of publication of this article, the post has amassed approximately 2.7 million views and has been widely shared across Instagram, Reddit and other social media platforms.
The 1-minute, 11-second surveillance video appears to show a woman placing merchandise into a large blue tote bag while moving throughout the boutique. Over the course of the footage, she appears to conceal at least five items, including what appear to be two candles, before leaving the store without paying.
The woman is described as appearing to be a white female in her 20s with brown hair tied in a messy bun. She is seen wearing a black graphic T-shirt, loose-fitting black pants, aviator-style sunglasses, and carrying a large blue bag. A distinctive butterfly tattoo is visible on the back of her right elbow.
In the caption accompanying the viral video, Rare Bloom Boutique explained why it chose to publicly release the surveillance footage.
"We never enjoy posting things like this, but as a small business, it's important to be honest about what theft does," read the caption posted with the viral Instagram Reel. "As a small business, every item that's taken has a real impact. It affects our employees, our ability to continue bringing in new inventory, and the future of our store. Unlike large retailers, these losses aren't something we can simply absorb. The girl seen in this video took several items without paying for them. If you know who this person is or have any info, please message us privately. To the overwhelming majority of our customers who choose kindness, honesty, and supporting small businesses—thank you. You're the reason we're still here."
The incident has generated thousands of comments online, with many viewers expressing sympathy for the locally owned boutique while others have shared the video in hopes of identifying the individual. The footage has also spread to Reddit, where it has generated additional discussion among San Diego users.
The viral nature of the video has also led to instances of mistaken identity. One San Diego woman told SanDiegoVille she was incorrectly identified online and proved to the publication that she was not the person depicted in the surveillance footage. The situation underscores the importance of allowing law enforcement and the business to investigate the matter rather than engaging in public speculation or identifying individuals without evidence.
Retail theft continues to be a significant challenge for many independent businesses, which often lack the financial resources to absorb inventory losses that larger national retailers can withstand.
Anyone with information regarding the identity of the woman shown in the surveillance footage is encouraged to contact Rare Bloom Boutique directly through its social media accounts or by contacting the business.
Retail theft continues to be a significant challenge for many independent businesses, which often lack the financial resources to absorb inventory losses that larger national retailers can withstand.
Anyone with information regarding the identity of the woman shown in the surveillance footage is encouraged to contact Rare Bloom Boutique directly through its social media accounts or by contacting the business.
This article is based on surveillance footage released publicly by Rare Bloom Boutique. The individual depicted has not been publicly identified, arrested or charged with a crime. All allegations remain unproven unless and until established through the legal process.
Originally published on July 6, 2026.
Originally published on July 6, 2026.
