Whim

One of the things I love about this charming little boutique is how adorable the young owners are.
They are easy going, friendly and not at all the SNL gap girls gone wild. There is no pressure to buy and no snobby tude… just a laid back, charming atmosphere with helpful service and a fun vibe.
The clothes here are NOT CHEAP but I like Joyce K’s comment about quality over quantity. I guarantee that the items you buy in this store will last you season after season.
Find Barbara Bui, Jill Stuart and obscure denim labels galore.
Also VERY IMPORTANT — -THEY SELL MEN’S CLOTHING!!!
you poor dudes always get the shaft when it comes to good fashion… not this time my friends!

The BEST shopping experience I’ve had in Boston:
The owners are incredibly friendly and aware of their customer’s tastes. They were having a 20% off everything in the store because the day was particularly hot… how awesome is that?!
They carry Denim for Immortality (god, those buttons are ridiculously hot) and J & Company (Antiks aren’t this cool). The owners are incredibly fashion saavy and put me in an awesome Nicole Miller dress made of 40% metal (how the heck that dress was made of metal is anyone’s guess but you have to love fashion if you’re gonna know something as randomly awesome as that). I almost weeped at my divine reflection and then the woman told me it was a size 2 and I wanted to bear hug her.
The store is almost austere quantity-​wise but EVERYTHING they do have is something achingly desirable. It makes you realize that you can walk into a store like Jasmine Sola with their racks and racks of clothes and walk out disappointed and ostracized by the ditsy BU girls. Quality over quantity and there you have it, WHIM.

This little boutique is so friendly and every piece is perfectly chosen. Good place for splurging although they do have sales and the owners may offer an extra discount. Great collection of premium denim and belts.

GREAT FOR: young professionals. Pretty work clothes and beautiful dresses from big names like Jil Stuart as well as new designers like Twinkle by Wenlan and Samantha Treacy (who I adore). Big selection of super cute & Company jeans. Beautiful cashmere too.