Where? Zoe is located in Palmer Square, Princeton, New Jersey in the US. The surrounding area has plenty of shops, restaurants, offices and old townhouses. Who? The boutique was opened in 1995 by Lisa Brock, a graduate of New York's Fashion Institute of Technology. Initially covering 55 square metres, it stocked only women's clothing but later added shoes and men's apparel. Today it is 10 times its original size. Fashion finds: the boutique offers Princetonites a fashion-forward alternative to preppy favourites such as J. Crew and Ann Taylor. Expect stylish basics from the likes of Vanessa Bruno, James Perse and A.P.C. mixed with high-end designer labels including Stella McCartney, Helmut Lang, Burberry, Lanvin and Missoni. American designers are also represented, in the form of 3.1 Phillip Lim, Mayle, Mint and Rebecca Taylor. Step out in hip shoes from Maloles, Repetto and Loeffler Randall, while other accessories include Erickson Beamon jewellery, Wolford tights, Tom Ford sunglasses and Sissi Rossi handbags. The crowd: stylish college students armed with daddy's credit card often make it through the doors but Brock says her customers range from teenagers to shoppers in their mid-50s. Extras: a second store, measuring 325 square metres, opened in the hip Dumbo district of Brooklyn in November. If you can't make it to Zoe, check out its online store. Zoe Princeton is at 11 Hulfish Street, Princeton, New Jersey, United States, tel: 1 609 497 0704; www.shopzoeonline.com .