Online - September 26, 2005

Doe, a Dear

Doe Online Boutique

Ever since you learned that Target sells cute knickknacks and shoes, Amazon knows your tastes better than your parents do, and Wal-Mart is the new FEMA, you’ve begun to wonder if maybe corporate America isn’t the way to all your dreams.

Still, you can’t deny the allure of the small, family-owned boutique — and lament its relative absence on the Web.

That’s why the launch of Doe’s new online shop is so exciting. The cool, young family behind the beloved San Francisco boutique has created an impressive site filled with the same appealing merch as their brick-and-mortar outpost: clothes from Woo, Park Vogel, Petit Oiseau, and Jill Stuart; ultra-feminine jewelry by Tarina Tarantino; and stylish bags from Mona Milkface and Dutchy. Guys get cool tees and Doe Signature belts, and for tiny tots they stock Oink Baby, Petit Bateau, and Blithe Bloomers.

The site is both user-friendly and polished, in a down-home kind of way: They even took the product photos in their own backyard.

Which is still the best place to start when pursuing your dreams.

Available online at doe-sf.com.