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Where the shopper is the designer

Chip Riegel

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If you wish you could conjure up summer frocks the way you order your salads — hold this, add that — then Cape Cod-headquartered clothing line Ellie Kai will make you giddy. Developed in 2011 by Osterville native Liz Hostetter, who currently calls Hong Kong home, the concept brings the customer into the design process. The summer collection offers 33 essential pieces for which the shopper specifies fabric, color, and pattern. Looks are sewn on demand, and ordered either online or at trunk shows in consultants’ homes, which are also listed on the website. Prices range from $115 to $200, and shipping is free.

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