From eat.shop.seattle, pg 75:

“I love this name for a boutique. Sweetie is a moniker for all things good and useful. When women want their guys to do something for them, the sentence always starts with “Sweetie”. When I look at my daughter and ask her not to roll around in the dirt naked I call her “Sweetie”. See, it’s just a perfect word to help you get what you want and this is a perfect boutique filled with everything you could ever want to wear from delicious, sexy dresses to great, casual everyday clothes.”