Jonathan Adler believes these times call for whimsy.

The home-design guru said his “Happy Chic” philosophy is a welcome respite amid retail’s dark reality.

“It’s about making design that I hope is impeachable chic and beautiful with an element of levity and welcoming spirit. It resonates with people, especially given the gloom and doom in the economy,” said Adler, who just opened his first Boston outpost at 129 Newbury St.

Adler, who has as many fresh ideas as Gerard Butler has ex-girlfriends, has no shortage of “groovy bits and bobs” to back up his assertion. Among his recent designs are a butter dish in the shape of a shoe, a hot pink Barbie-inspired tissue box, giraffe sconces and an entertainment console set on sawhorses.

“For better or worse, I’m very prolific,” he said. “I got into this game because I love to make things. I’m always coming up with new ideas, and the bigger my company’s gotten, the more creative I’ve been able to be.”

The Back Bay boutique is Adler’s 11th in the 11 years he’s been in business. The New Jersey-born potter fell in love with the wheel at summer camp, and confides on his Web site that his Brown University education was compromised.

“Allegedly studies semiotics and art history at Brown, but actually spends all his time at RISD making pots,” reads his online chronology.

“I’d always drive to Boston, stroll Newbury Street and dream one day of buying something at Alan Bilzerian,” Adler recalled in a telephone interview. “It’s one of my favorite streets in the world.”

Despite the toney address, many of Adler’s products, which range from furniture and rugs to dinnerware and vases, are moderately priced. Bath accessories start at $20 and colorful drink glasses at $14.

“I strive to make my stuff as affordable as possible,” he said.

All of the pottery now gets produced through Aid to Artisans in Peru - much to the relief of Adler, who recalls being trapped behind the wheel for eight years, making the same thing over and over again. Still, he throws all the prototypes at his studio in New York City’s Soho section.

“It all starts with moi,” he said.

“Moi” will be in town next week to celebrate his Boston opening and to give a private talk at the Museum of Fine Arts. But Adler would rather talk about his latest joy, the aforementioned shoe-shaped butter dish.

“It makes opening the fridge an absolute pleasure,” he said.