They carve out a niche, one that is earned, in yours. Women want to wear something that feels good to them, says Sherri, founder of San boutique, not because someone is saying that there's this cookie-cutter way of dressing. In early, McMullen got a text from a friend, the designer, telling her she had to a new brand called Diotima. Nayara runs six-led across Costa, Panama, and Chile. In, the...