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Meet Dani McDonald of Flock in South End

Today we’d like to introduce you to Dani McDonald.

Dani, please share your story with us. How did you get to where you are today?
I started Flock in the Fall of 2009 with my mom Lisa. Our mission was to bring some west coast style to Boston by stocking some of our favorite California designers. We wanted a shop that moms and daughters could shop together and find things that aren’t found elsewhere in Boston. 8 years later and we are constantly on the lookout for great brands to bring to our customers here in Boston. Some of my personal favorites are Wildfox, Show Me Your Mumu and For Love and Lemons.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Starting and growing a business definitely has its challenges along the way. Specifically, when it comes to the buying aspect of the business, it’s constantly a learning experience for me. Sometimes some brands that I bring in just don’t strike a chord with our customers. That can be tough for me as the buyer, as I have to adjust what I bring to the shop but also not compromise my overall vision.

So let’s switch gears a bit and go into the Flock story. Tell us more about the business.
At Flock, we strive to bring a Bohemian vibe to Boston. I really want customers to walk into the shop and find things that they aren’t seeing in a lot of other places. I try to curate a collection of home, gift, and apparel that has a whimsical feel to it.

Has luck played a meaningful role in your life and business?
I was super lucky in finding a home for Flock in the South End. While living in the South End, I knew that the neighborhood was the perfect place for the shop. I only had to look at a few locations before I found our current home on Shawmut Ave. We’ve been in our space for 8 years and I feel truly lucky that it’s ours.

Contact Info:

  • Address: 274 Shawmut Ave
    Boston, Ma 02118
  • Phone: 617.391.0222
  • Email:
  • Instagram: flock_boston

Image Credit:

Juliette Luchini

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