The way we shop for fashion is different from how we buy cell phones, and other gadgets. With fashion, reviews and specs are less important; fashion shopping is about discovering something that fits your taste and feels right. The web works well for buying cell phones and other hard goods but for soft goods, such as clothing and accessories, it’s not the same as shopping in a store. A personalized shopping experience that lets you find and discover fashion goods, by creating your own curated boutique or through a collection of boutiques curated by taste-makers—celebrities, stylists, designers and fashion bloggers. Boutiques uses hand embroidery technology to visually analyze your taste and match it to items you would like.