Camille’s Closet, Gray Ellis, and Les Nouvelles

Shop from home at three Atlanta-based e-boutiques

Photograph by Raftermen

Online shops are popping up all over, thanks to low overhead costs and an economy that can be brutal on brick-and­-mortar start-ups. In Atlanta, e-boutiques are carving out city-centric identities.

Shop Camille’s Closet For Aaren Camille, an Atlanta native, Shop Camille’s Closet began as a school project when she was getting her MBA at American InterContinental University in Buckhead. Launched in December 2010, the website focuses on Camille’s affordable style. “Everything on the site is something I wear or would wear,” says Camille, who leans toward items with feminine details like ruffles and sparkle, as well as classic pieces with more structure and versatility. Camille scours the Internet for clothing, jewelry, and accessories, reselling them on her site. All items retail for less than $100. “I try to choose pieces that are unique and that I haven’t necessarily seen around Atlanta,” she says. Examples: sequin tunics by Aryn K and cocktail dresses from Lucca Couture.

Gray Ellis Angela Henderson and Cari Martin began laying the groundwork for their e-boutique eight years ago, when they were educators in the Atlanta area. Launched in the fall of 2010, Gray Ellis, named after each of their grandmothers, showcases local jewelry designers Yesterday and Honesty and highlights eco-friendly fashion finds like Rebirth T-shirts. “Cari and I both carry confidence, sexiness, and boldness,” Henderson says. “We try to pick items that express this point of view.” The two recently opened a showroom in Lenox Park, where they host client shopping events and trunk shows to display their brands.

Les Nouvelles Les Nouvelles, operated by Atlanta native Katie Hobbs and her business partner, recently was named InStyle magazine’s “2010 Best of the Web” for fashion. The duo launched the site in September 2009, offering a tightly edited collection from today’s most sought-after designers, including Rag & Bone’s modern sportswear pieces and Rachel Comey’s vintage-inspired designs of printed maxi dresses and platform wood clogs. “It’s all about versatility,” Hobbs says. Prices range from $150 to a select few coats and dresses by Cacharel that retail for upwards of $1,000. The site’s “Be Your Own Stylist” tool empowers shoppers to dress mannequins in full outfits. “Style Notes” provides a glimpse into the lives of famous designers.

This article originally appeared in our August 2011 issue.