Strolby

Well, that does it. This site confirmed what those living in Brooklyn's Western, subway adjacent, stroller-strewn neighborhoods have known for some time: Big swaths of Brooklyn are now a mall. Not that gaudy, logo-laden, wide-aisled mall from wherever they lived before they came to Brooklyn, mind you, but a boutique-filled corridor of brownstones where the shops look like a dream sequence from a Nancy Meyers movie and the air smells of a coffee shop bake sale. Remarkably, a decreasing amount U.S. shoppers can actually afford to live this experience and would be horrified by what their rent check would get them if they could. That's where Strolby comes in. Dreamed up by Brooklynite-by-way-of-San Antonio, Texas, Lara Fitch and her New Jersey business partner Sima Patel, Strolby takes goods from some of the pairs favorite shops and makes them available to the masses -- with free ground shipping for orders of $50 or more. Want a box of whoopie pies from One Girl Cookies in DUMBO? Thirty dollars. Want that perfect little polka dot dress from A Lovely Universe in Boerum Hill? Sixty-nine dollars. Need a flask for your single-gear bike from Milley & Earl in Williamsburg? Twenty-five dollars. While Strolby presents a very small window onto life in Brooklyn -- basically a shop window -- it's a lovely little cheat sheet of the small shops that have helped residents fill out their gift lists for years. Minus the subway ride or the high percentage of your paycheck handed over for rent, it's even more ideal.

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