Where? In west Los Angeles, near The Grove - a shopping complex opposite the historic farmer's market - and next to a string of hip boutiques on West Third Street.
Who? Designer and retailer Eveline Morel opened the boutique in 2005, stocking up-and-coming local designers and hip lines from around the world.
Fashion finds: American labels include Dolan, Harajuku Lovers and Serfontaine; Omorika represents Mexico; April/May, Yesterday Never Dies and American Retro ship in from France; and you can even find Finnish brand Dead Birds & Lionheart. EM and Co also promotes in-house designers, including Morel, Opal, Cyrus & Sonny, Seed, Uriel Saenz and Queenie4Ever.
The vibe: minimalist and cosmopolitan, the loft-like space has specially designed fixtures and white walls.
The crowd: The Grove/Fairfax area has been attracting increasing numbers of tourists - and the fashion lovers among them inevitably end up at EM and Co. But it's mostly stylish locals you'll see scouring the racks.
Trivia: one of the house brands, Cyrus & Sonny, was co-created by actress Cybill Shepard's son Cyrus.