About Us

ish is a carefully curated destination where effortless style meets timeless sophistication. Guided by six multi-faceted women, we bring a discerning eye to every detail—whether at our charming beachside boutique or through our thoughtfully curated online shop, ishshop.com.

Our aesthetic is a blend of elevated boho, understated ease, and a subtle touch of edge. We source exceptional pieces from around the world, balancing quality and craftsmanship with modern, playful energy. From timeless wardrobe essentials to statement-making, trend-forward finds, each item is chosen to inspire and delight.

At ish, variety is our signature. Discover everything from elevated apparel and chic accessories to curated décor, our Littles collection for babies and children, clean beauty essentials, and inspired gifts. Each piece reflects our commitment to effortless style, thoughtful design, and the joy of discovery—creating a boutique experience that feels personal, elevated, and distinctly ISH.

A Note from Christina - Founder of ish

Hi, I’m Christina, and welcome to ISH Boutique!

Almost 12 years ago, in May 2011, I opened ISH in my hometown of Ocean City, MD. Nestled in one of my favorite neighborhoods, the boutique quickly became a space for discovering treasures and connecting with our wonderful community. After graduating from the New York School of Interior Design and living the NYC hustle, I returned home to recharge—and shortly after, the dream of ISH became a reality.

My journey hasn’t always been easy. After facing three miscarriages, I was diagnosed with Ductal Carcinoma Breast Cancer at 34 and later found out I was BRCA2+. I underwent a double mastectomy and am now a proud cancer survivor. Six weeks later, I conceived my miracle daughter, Lenni—proof that happy endings do exist. I share my story because knowledge is power and to remind others they are not alone.

A few fun facts: I love black clothing, gold jewelry, food (though I leave cooking to my husband), taking cocktail photos, and all things beauty—makeup, skincare, and sun care. My passion for design, décor, and shopping naturally turned into a career.

Today, ISH is more than a boutique—it’s a community. I’m grateful for the friendships, lessons, and team who feel like family, and for every customer who discovers a little piece of ISH for themselves.

Nicole - Media & Marketing Manager

Hi, I’m Nicole, Media & Marketing Manager at ISH. I’ve been immersed in the boutique world since 2015 and am a proud mama to a little girl. Over the years, I’ve grown with ISH, taking on a variety of roles, and now oversee many aspects of the business—from curating collections and marketing to customer experience and store operations. As an OC local and former Division One golfer, I still love to hit the course whenever I can. I’m passionate about crafting thoughtful, elevated experiences for every guest and bringing a little bit of coastal-inspired style to your everyday life. Can’t wait to welcome you in!