Wish list creation and population is provided where users can associate one or more images as items in a wish list. To this end, an image can be provided, such as a photograph taken by the user, and analyzed to locate matching items and information related thereto. In this regard, the user can observe and desire to purchase an item without knowledge of specifics about the item. The user can then take a picture of the item and tag the picture for upload to their wish list. Matching can be provided to identify one or more items in the picture to facilitate retrieval of information related to the items. Also, items can be selected based on discerned characteristics of the picture in a design/fashion consultant context.