Stylist Blaine Ashley Hite has turned the question “;What are you wearing?”; into a synergistic sideline with the launch of www.ShopBlaineAshley.com, an online boutique featuring clothing by designers she loves, delivering the virtual experience of stepping into a stylist's closet.

It's not as if she ever planned to open an online store, but her thin model's frame makes her a perfect mannequin for clothing, and at events and parties she's constantly asked about her clothing. With such a ready audience, it made sense to try her hand at Web retail.

“;I had the opportunity and took it,”; she said. “;Doing styling, personal shopping and every aspect of this business over 10 years, opportunity met luck at the right time.

“;It was a way I could have something that is totally me, that's a great platform or forum to share my finds, that represent my personal favorites of the season.”;

She's starting with 13 designers and about 75 styles with the bulk of pieces in the $125-to-$250 range, although the full range thus far is $75 to about $600. So far, most sales have averaged about $300 to $350.

Her initial collection is geared toward holidays, so you'll find a collection of dresses and party looks reflecting her love of silk, and feminine and flowing pieces with rich color.

What she doesn't want to do is be a trend follower, so while other buyers might bring in collections by rote, she'll go searching for obscure brands and emerging designers with a distinctive viewpoint. Among labels carried are Myne, Thayer, Madison Marcus and Parker, with many about to be added for spring.

  The hunt for new talent is part of the challenge, and she said she was excited to hear that one of her discoveries, Kate Linstrom's Objet Trouves, will be featured in an upcoming issue of Lucky magazine.

“;They're collection worthy but not the biggest designer brands,”; she said. “;I don't plan to dump any designers, but if I don't like their collection one season, I'll take it out for that season. I don't want to blindly buy whatever they're presenting.

“;I spent a lot of hours trying to put together the perfect collection. I really edited to create a story for the collection. I'll research all year long and keep lots of notes. I already have notes saying, 'Keep in mind for fall 2009.'”;

What you won't find in her store is a lot of denim and basics.

“;It's easy to get distracted and want to bring in everything, but I don't see the point in carrying a T-shirt when people can just go to the Gap,”; she said.

Instead, she wants people to think of her first for garments that are upscale, fun, flirty and versatile, able to dress down, up or layer in cities as diverse as Honolulu, LA and New York.

Her sleek style and work with celebrities such as Shannen Doherty and “;Losties”; Elizabeth Mitchell, Daniel Dae Kim and Yunjin Kim have given her credibility with individuals beyond her clients.

“;People always tell me, 'We trust you, you're the stylist.' I'm just trying to put out what I love and hope other people will love it, too.”;