Our audience has a keen eye for design with a bias towards things modern, eclectic, and/or vintage. They are design aficiandas/dos. They are also discriminating shoppers. Demographically, they can be described as Alpha Moms and Young Digerati.
Alpha Moms strive for mommy excellence. They devote themselves to creating experiences and memories for their kids. You'll see them at music classes, playdates, or gymboree with iphone in one hand and one of her 2 kids in the other. They like custom and hand-made things, but may not have the time to make things themselves. Some brands and websites that cater to them include: Babble.com, OhDeeDoh (on apartment therapy), Cookie Magazine, etc..
Young Digerati are tech savvy hipsters who live in fashionable neighborhoods on the urban fringe. They are stylish spenders that spend on lifestyles such as travel, scuba diving, skiing etc. They are also highly knowledgeable about the brands and objects they desire. Some brands and website that cater to them include CB2, DWR, West Elm, Apartment Therapy, Etsy.