As a kid, your career aspirations likely ranged from famous actor to astronaut to rock star, depending on the day and what movie you'd seen most recently. But for Ashley Ford, owner of Neeko, a new boho boutique in Berkeley, running a retail store was always the plan. Neeko is designed as a space where you can come in, drop your bag and play dress up. The store balances modern bohemian with classic silhouettes at a price point that won't break the bank (most pieces are under $100). Float through summer in the silky Rissa dress or hippie-fy your look with a rope bracelet. Ashley's goal is to make women feel confident and beautiful, which is easy to accomplish given her offerings.


A boutique with a free spirit.
2505 San Pablo Ave., Berkeley, CA 94702
Mon.-Sat., 11 a.m.-7 p.m.; Sun., noon-5 p.m.