San Francisco - March 19, 2010

A Good Analogy

Conifer Boutique Opens

Friday SAT prep

Conifer : evergreen :: Amy Mautz’s new boutique, Conifer :

a) A cozy, ecofriendly Cow Hollow shop
b) Showcases emerging NYC and international designers
c) All of the above

Answer: C.

Explanation: A former sales director for Built by Wendy, Mautz stocks her minimalist shop with creative, sophisticated apparel: eye-catching prints and pops of color from Rachel Comey, Lover, Dace, and Organic by John Patrick; plus, a few of Mautz’s own designs (slinky purple silk top, gold-flecked khaki mini).

Precious gifts (Hansel from Basel socks, Austin Press note cards) and accessories (weighty Aesa necklaces) round out Mautz’s well-edited selection. She’s even planning to add menswear from the likes of Rogues Gallery in the fall.

Talk about extra credit.

Conifer, 2848 Webster Street, at Union Street (415-922-1892 or conifershop.com). Grand opening celebration, Friday, 5-8 p.m.