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The law firm of Finley & Figg referred to itself as a "boutique firm."  This misnomer was inserted as often as possible into routine conversation, and it even appeared in print in some of the various schemes hatched by the partners to solicit business.  When used properly, it implied that Finley & Figg was something above your average two-bit operation.  Boutique, as in small, gifted, and expert in one specialized area.  Boutique, as in pretty cool and chic, right down to the Frenchness of the word itself.  Boutique, as in thoroughly happy to be small, selective, and prosperous.
-John Grisham,  The Litigators