Each designer, celebrity or fashion blogger boutique includes both items chosen by the individual (or stylist) and items that the site's algorithms have determined are "inspired" by them. Local retailers can also share their virtual storefronts on the site.
Shoppers can also create and share their own online shops.
When visitors come to the site, they are asked to take a style quiz that helps the site learn their personal preferences. Then, as they browse the site, they can choose to "love" or "hate" various items to further personalize the experience.
As shoppers search the site, they can sort by color, pattern, silhouette, style, brand and price. As they use the site, its algorithms -- like a good salesperson, Shah pointed out -- continue to hone in on their preferences.
The personalization features help shoppers keep tabs on new items that they might want to buy (through daily or weekly e-mails) but they also can help users create higher-profile boutiques.
Over time, Shah said they expect to see individuals on the site cultivate loyal followings and create boutiques to complement those set up more mainstream "tastemakers."
If you think the site lacks a goth-themed boutique or one with an edgier sensibility, Boutiques.com wants you to create one.
"Everyone's boutique can make its way to the front," said Shah. "We're sure with this platform, we're going to get a lot of creativity."