A brand new reason to come out of the woods and go shopping in Cow Hollow comes in the form of Conifer, a cozy little shop just up the hill on Webster Street from Union in the space previously home to Great Overland Books. 

The first retail venture from former longtime Built By Wendy employee Amy Mautz, who returned to San Francisco in 2008 to open the indie label’s now-shuttered Mission boutique after several years in the Big Apple, the shop focuses on the smaller New York labels she fell in love with while living on the East Coast.

“I’ve always wanted to have my own store, and I knew that was going to happen one day,” says Mautz.

Reclaimed wooden floors and redwood shelves from Petaluma’s Heritage Salvage set the stage for racks of industrial black piping hung with women’s apparel by designers such as Rachel Comey, Organic by John Patrick, Lover, Lauren Moffat and Built By Wendy. Bags by Lauren Merkin and sunglasses by Karen Walker accompany jewelry by Dirty Librarian Chains, Wendy Nichol, Aesa and Munted Kowhai. Hansel by Basel socks, Blithe and Bonny soaps and candles, Austin Press cards and what Mautz dubs other “gifty items” adorn a central table Mautz designed herself using salvaged wood and metal.

The table’s hardly the only thing in the shop made by Mautz, who learned patternmaking from San Francisco’s Apparel Arts. A small selection of her designs, which include tops and skirts, are also available at the store. In addition to using the shop as her studio space, Mautz also plans to have rotating art shows throughout the year.

See it for yourself during a grand opening party this Friday, March 19, from 5 to 8 p.m., 2848 Webster St., San Francisco, 415-922-1892, www.conifershop.com.