Amanda Knorr

South Boston, MA 021613 Amanda Knorr (Cq) was photographed on February 16, 2013 at Tim Gilman Studio in South Boston for the upcoming 2013 Boston Globe Sunday Magazine 25 Most Stylish. (Essdras M Suarez/ Globe Staff)/ MAG ASSISTANT: CECILLE AVILA
Essdras M Suarez/Globe Staff
Amanda Knorr at Tim Gilman Studio in South Boston.


Age 27

Occupation Founder and CEO of

Residence Somerville

Did you start the site because you saw a void in shopping websites for Boston, or did you simply think you could do it better?


A little bit of both. I never want to travel to a new city only to find myself walking around a mall. So I started as a way for both locals and visitors to get to know the places that make Boston unique. When I was the style and beauty editor at the Improper Bostonian, I got to know a lot of these small businesses. I fell in love with a lot of them.

Do you find a lot of locals have no idea these places exist?

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I have people saying that to me all the time. Friends of mine who like to shop are sometimes familiar with only one neighborhood. So they get to explore the South End through my site, or Davis Square, or places that they might not normally go to.

What’s your favorite hidden gem in Boston?

I would say stores that are not on the main streets. Hidden places like Patch NYC or places that are just outside the city, like Viola Lovely in Concord. Or even a place like Bobby From Boston. I’m always surprised about how many locals don’t know about it because Bobby has a huge following outside Boston.

How much do the stores on your site reflect your personal taste?

I don’t have to personally shop at a certain store to respect what they’ve got going on.

 —  Christopher Muther

Interview has been condensed and edited. Send comments to