Where? True Boutique is in New York's boho Nolita area, which is known for hip, fashion-forward stores and tiny galleries. It's a stone's throw from Chinatown and SoHo.
Who? True was opened by Massachusetts native Katie Campbell, an ex-entertainment executive and Emmy Award nominee. When she moved to New York a few years ago, she decided to open a store stocking 'fabulous' fashion to cater to women of all sizes. Campbell says the merchandise combines her preppy roots with a Californian casual vibe and the Big Apple's uptown glamour.
Fashion finds: what makes shopping here unique are the larger-size runs created exclusively for True Boutique, with sizes ranging from zero to 16 for most brands carried. Names include New York labels Cloak and Dagger, Dallin Chase and Vandalborne. Denim lines are young and hip and include Guido and Mary, Beija Flor and James jeans. Also expect to find cool jewellery from DAC and Fallon and lingerie by Dessous. Campbell recently launched True by True, a range of womenswear featuring lightweight dresses and knits made from cashmere and silk.
The vibe: the store is decked out like a modern girl's boudoir, with a chandelier, dove grey walls, vintage fashion photographs on the wall and a dark brown wood floor. It's warm, cosy and incredibly inviting.
The crowd: hip girls looking for something easy to wear yet chic, along with the artsy crowd.
Extras: the store offers a free tailoring service as well as wine and beer while you shop.
True Boutique is at 278 Mott Street, New York, United States, tel: 1 212 431 7709; www. betruenyc.com.