There are two good reasons why Jenni Kayne's Beverly Hills boutique is called, simply, Jenni Kayne. The first and most obvious reason is that the line Kayne designs and sells at the store is called—duh—Jenni Kayne. The second reason, obvious the instant you enter the shop, is that Kayne has made the place into something like a retail window into her soul. There are the sunglasses based on Kayne's own vintage specs. There's fine jewelry crafted by her mother-in-law and by Kayne's buddy Tom Binns. One can peruse a table of art books and DVDs handpicked by Kayne, or choose from a small selection of housewares and baby goods that likewise owe their presence in the store to the designer's keen curatorial eye. "I like to think of it as one-stop shopping," she says of the store. "Like, you might be swinging by for a dress to wear to a party that night, and pick up a hostess gift as well. And I wanted to sell some stuff I just personally loved." According to Kayne, what she loves most—maybe more than anything—is shoes. "That's what I spend my money on. It was pretty much inevitable that I'd wind up with my own collection." After working with manufacturer Report to produce shoes for her shows, Kayne partnered with the brand to launch a small collection of footwear for Fall '07; Spring '08 is the first season she's offered the shoes outside her boutique. "A friend of mine just told me that they're already sold out of the high-heeled purple gladiator at Curve in New York," she says. "Which just goes to show that the demand for great shoes at an OK price point is absolutely huge. I love the fact that Report can bring a simple sandal in for $150 retail, and something more detailed and substantial tops out at $495. Our orders for next Fall are out of control." True to form, Kayne is looking forward to making her expanding shoe business an even more personal endeavor: As soon as she can figure out cost and quality-conscious production for herself, she¹s bringing the shoe collection fully under the umbrella of her own brand and adding bags. "I'm a Virgo," Kayne explains. "A total perfectionist. I like to keep things close."