Where? Stil is on Boston's upmarket Newbury Street in the Back Bay shopping district, which is dotted with 19th century brown-stones, giving the area a distinctive New England charm. Stil stands alongside some of the city's most expensive boutiques and spas. Who? Owner Betty Riaz, who has done stints in Oslo, Switzerland and London, noticed a lack of moderately priced European designers when she moved to the city in 2000. She filled the vacuum by opening her own boutique. Fashion finds: Riaz works hard to stock her shop with hard-to-find collections from Copenhagen, London and Los Angeles. Expect to find Danish fashions fresh off the catwalks by Munthe plus Simonsen, Malene Birger, Noir, Baum und Pferdgarten and Rutzou. Apart from Scandinavian designers, the boutique sells such well known names as Cacharel, Tory Burch, Setsis, Elle Tahari and Designer Remix. Riaz describes the designs as edgy and understated, tasty and tantalising. 'That mixture may seem contradictory but it fits the New England woman who cuts a creative, curious and highly cautious fashion figure.' The vibe: the store is spacious, with tiled floors, bright lighting and sleek furnishings. A glass coffee table topped with fresh flowers acts as the centrepiece while white walls, contrasted with funky colours and a large hanging globe lantern, give the store a laid-back, chic vibe. The crowd: fashion savvy, well-travelled New England women aged 18 to 55. Extras: Stil stocks accessories such as Paul Smith belts and wallets, Helena ceramic earrings, Escentric Molecules perfume and home goods such as Jonathan Adler's Utopia mug. There is another outlet in Chestnut Hill Mall. Stil is at 170 Newbury Street, Boston, tel: 1 617 859 7845; www.stilinc.com .