Liz and Mary LeBlanc, the mother-daughter fashion team behind Shorewood's newest boutique, SHOP, would like to introduce you to a few new names.

There's Liquid, an East Coast label producing silk print tops, pants and skirts. There's also Sofada, a basics line out of Portland, Ore., as well as cotton button downs from Alara, and cashmere sweaters and tailored pants from Tailor New York.

These labels, along with Pure and Simple, Dear Cashmere, People's Liberation and William Rast -- which is co-owned by Justin Timberlake -- are available in the Milwaukee area for the first time, adding to the constant evolution of local shopping option.

SHOP is located at 1918 E. Capitol Dr., and although the LeBlancs are using their style savvy to create a desirable destination for fashion to flourish, daughter Liz explains that the true focus of SHOP is to avoid the perpetual fleetingness of nano-second fads.

"(We) expect women of any age who appreciate quality fabrics and classic styles to enjoy its offerings," she says. "The look is not too trendy, yet not outdated. The hope is that the customer will be able to wear the clothes today, and ten years from now."

Taking a timeless approach to clothing and accessories, the LeBlancs have designed their space to resemble a "giant" walk-in closet -- though probably infinitely tidier than many women can claim for their own. Items are organized by label and then into outfits, aiding in the quest for coordination.

"The walk-in closet concept is more about the experience and the feel of the store," says Liz. "By having most of the merchandise on the walls, instead of on racks in the center of the store, the customer can easily look through the offerings without feeling cramped or overwhelmed. We want her to feel at home and comfortable in the environment."

SHOP opened it doors just this last October but is already gearing up for the holiday rush, the five-week extravaganza that begins this Black Friday, Nov. 23.

As a part of Shorewood's Holiday Shopwalk on Saturday, Dec. 1, the ladies of SHOP are not only having a sale, but they're also hosting an ice sculpture and offering coffee and cookies to customers.

So while you're out strolling the streets of North Oakland Avenue and East Capitol Drive, stop in and welcome SHOP to the ever-growing eclectic neighborhood.

"I worked hard to put together a carefully edited collection of pieces that are unavailable anywhere else in Milwaukee," says Liz. "The idea was to be a nice addition to the Milwaukee market instead of duplicating boutiques that already exist."