Pinkyotto

Coaxes Boston out of its cardigan-and-shell shell

By TANYA PAI

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The interior of Pinkyotto on Newbury Street consists of four blank, white walls and a hardwood floor. But don't let the lack of décor fool you—it's possibly the girliest store in Boston. This New York-based brand sensation is giving glamour girls a taste of its whimsical style and, since opening on April 15th, has already garnered some regular customers. "We've had people coming back multiple times and bringing their friends," says president Peter Hsia. "They're saying, 'This is just what we needed.'"

The new location is currently the only Pinkyotto outside New York. But why Boston? Hsia says he recognized an untapped market for the store's unusual creations. "From what I've seen, Boston is more conservative [than New York]," he explains. "I think there's a demand for more fashion-forward stores," instead of chains.

Pinkyotto is not the place to find basic pieces. Rather, it stocks the designs of creative director Ryo Liu, who specializes in singular, detailed, "statement" items that elevate your wardrobe to a whole new level. Think leopard, paisley and floral, and more exotic prints like anchors and Olive Oyl paper dolls (really)—with enough lace, ruffles, Peter Pan collars and accordion pleats to satisfy the most feminine of styles. Pinkyotto also carries a few accessories: leather purses, flower-embellished belts and art deco jewelry, with the same offbeat, girly spirit.

"We decided we wanted to offer more styles rather than the same style in [many] sizes," Hsia says. The store stocks just one or two of each piece and gets new inventory at least weekly, meaning there's a good chance you'll be the only girl with that fabulous pearl-studded floral shift—but if you don't act quickly, the piece you're drooling over might disappear forever.

This originality will cost you—Hsia's (and our) favorite dress carries a $188 price tag, indicative of the store's general price points—but it's worth it for a truly one-of-a-kind item. So when you're ready for a break from the basic, Pinkyotto's playful glamour will ensure you're the belle of the ball.

[156 Newbury St., Boston. 617.236.1238. pinkyotto.com]