Boutique location

I now know that I do not want my boutique to be located in a mall - indoor/outdoor doesn't matter, no malls! I would definitely achieve more visitors from a high traffic mall, but I want a specific clientele to visit and shop at my boutique. My current employer is located in a mall and the store is a boutique type store, but our customers are not so boutique-ie. They (but not all) don't seem to understand or appreciate our motto of customer service. They (but not all) don't seem to understand or appreciate our motto for perfect presentation. I believe at a different non-mall location we'd attain less clientele but clients who would more than likely spend time with us, build a relationship, and thus spend more money. Plus, the rent at our mall is ridiculous!