For my money, Svpply has been the slowburn company of 2011, and is absolutely the company to watch in 2012.
I believe that Social Shopping, or the theory that our inclination to purchase a product or service can be adjusted by our friends, and curators that we trust, is going to be the major trend of 2012, and that we will see major financings, and substantial airtime, for the small group of companies that are emerging in the space.
Svpply leads the pack in my mind, and is winning by putting the products themselves at the center of their experience. The sharing and curation are both there, but they play a comfortable secondary role to the products, which is very much how I think the shopping experience should be.
Wish lists was an inevitable development for them, in fact I have been sharing links to my svpply with potential gift-givers for months now. You can see mine here, and create your own. One thing I expect you will be struck by is just how easy it is to find beautiful and covetable products, and how quickly you will be building a wish list of your own.