Welcome to Setting Up Shop, a new series in which we take you around the world to the most dynamic and emerging luxury shopping hubs, introduce you to the customers, and get an understanding of what makes the local market tick.

Shopping in Austin today looks a lot different than it did five years ago. “It has totally changed,” says Hayley Jones, a 26-year-old Austin native who was born and raised in the city, and spent time in California before returning home. She’s out shopping in the city with 12-year-old Gerry Jane, for whom she nannies alongside her editorial photography work. “There’s more designers, a lot of the name brands are coming here. There are new shops all the time.”