When you ask people what they love about Seattle they often say it’s our neighborhoods — each one a little world unto itself. Phinney Ridge is a prime example, thanks in part to the Frock Shop, where gals from near and far happen upon easy-to-wear floral-printed knee-length skirts and feminine, ruffly tops. And if they’ve got a little one in toe, wee hats by Hoot Organic. The look — vintage-inspired, easy but never frumpy, girly in a tomboy kind of way — with options from independent designers as well as inexpensive mainstream lines, suits the cozy, homey, earthy, tuned-in nabe to a T.

WWW: What’s your personal spin on the ubiquitous ‘How can I help you?’ question?
Fairchild: We always say Hi to everyone who comes into the shop. You can usually tell those who would like help and those who don’t. I’ve always hated being followed around boutiques by overbearing sales people, so we really wanted to avoid that.

What’s your favorite thing in the store right now?
My favorite thing in the shop right now are Glamspoon skirts. They are all one of a kind and handmade in Seattle. I own 3.

Where do you shop when you’re not at your store?
Anthropologie and Nordstrom Rack.

What specific store or type of store do you feel is missing from Seattle’s shopping scene?
Seattle is missing a formal dress shop. I regularly get teens in looking for unique prom dresses. They don’t want to go to the mall or department stores. I am planning to have a larger formal section this spring to cover some of the prom and formal wedding business.

What’s the weirdest thing that’s ever happened in your store?
A little girl had a pee in one of our dressing rooms!