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About Us

Living for love and beauty in all forms is at the heart of Flock.  Founded in 2009 by Dani McDonald and Lisa Kupsc, this Boston-based retail boutique looked to capture the spirit of the modern bohemian without sacrificing style. The mother-daughter team brought together a mix of refreshing, easy to wear clothes with a twist and unique accessories that inspired a free-spirited life. Adding a slice of a more laid-back West Coast style to Boston’s South End, Flock quickly became one of the city’s top shopping destinations.

September, 2024 marks a significant milestone for Flock, celebrating 15 years of bringing fashion, a unique style and true community love to Boston’s South End. The privately owned, small business has evolved in a truly inspired and beautiful way, expanding to the web in 2013 to reach a global audience, sustaining with spirit and commitment through the challenges of the covid years, and embracing a social media presence that brings the boutique to life as genuinely as if you walked through the doors of this little boutique with the biggest heart.

Dani McDonald, Founder, Buyer & Stylist is still the heart and soul of this special place. Doing all of the buying, store & display visualization, and special event coordination, Dani continues to share her incredible eye for fashion and beauty with the selection of clothing, accessories and home goods that she curates for the shop. On the personal side, the last 15 years for Dani have included true growth as a female entrepreneur, marriage, a move from the city to the suburbs and 3 children. Through all this change, what remains the same is Dani’s commitment to the love and beauty at the heart of Flock, her dedication to the South End community that Flock calls home, her style inspiration for customers near and far, and her very special & well-deserved role model status for the many women that have worked for her over the years.

Flock Boutique is a weekly trip for many, an oft-recommended destination for tourists, and a sure spot for those wanting a new outfit for a weekend away or needing a wedding guest dress. Its vibe, like its fashion, is warm, loving and approachable.  If you haven’t been in, please stop by sometime. If you live far away, check us out at flockboston.com or on Instagram at @flock_boston.  For all near and far searching for style and substance, we would love to meet you.  As the saying goes, “Birds of a feather … “