Hero Shop proprietor Emily Holt. Photo by Margo Moritz.

About a year ago, when my most fashionable friend (shout-out to Suzanne Jack) told me about a new favorite shopping spot located one block outside the Tenderloin, I thought she might have had her geography wrong. Turns out Suzanne was exactly right, not just about the location, but also about the fabulousness of Hero Shop. I’ve been a devotee ever since.

Enter Emily Holt. Founder of Hero Shop, former fashion editor at Vogue, Northern California native and style guru. Holt spent more than 10 years in New York City working at top-tier fashion publications before returning to San Francisco in 2016 to pursue a dream — opening her own boutique. Hero Shop boasts wearable high-fashion clothes, unique jewelry and fanciful home goods, many of which are made by local designers.


The bright, sunny interior of Holt’s well-curated boutique, located at 982 Post Street.

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