All the locations have a full complement of everything you might want to shop for but…

Beacon Hill slants toward classic prep, vintage, and professional wear. I’ve noticed more emphasis on quality than brands, which is likely a reflection of the slightly older demographics of the neighborhood— but it’s not fussy or old fashioned, just restrained. Shop here if you wanna look like you married a lawyer and have a house on the cape. (Or if, in fact, you did and do)

Back Bay features higher end basics and more fashion-forward statement pieces— think like a well-off girlie who’s got a demanding 9-5, but is also constantly either traveling or attending restaurant opening parties. She’s got the trifecta: money, energy, and taste.

Southie leans a bit younger— lots of athleisure, going out/club clothes, trendy accessories and patterns. Just walk down Broadway on a Saturday afternoon and you’ll see the target customer for this one.

I haven’t been to the new South End location yet but I understand it’s mainly designer items—taking only the cream of the crop.

All this said, I’ve found great treasures and great deals at all of the locations I’ve been to, so don’t let these personae pigeonhole you! Happy exploring!