A go-to shopping destination on New York’s Lower East Side since 2006, the multilabel boutique Pixie Market draws “the fashion girl on a budget” according to owners Magda Pietrobelli and Gaelle Drevet. Trumpeting independent, international designers such as Sass & Bide, Eternal Child, Stolen Girlfriends Club and Obesity and Speed (among many others), the store now also operates an even more successful e-commerce version. Here, Pietrobelli and Drevet discuss their shop, the differences between selling virtually versus in a brick-and-mortar store and what their fashion-forward customers are loving for spring ’11.

“We opened a small shop in New York City’s Lower East Side area in 2006 and then went online with www.pixiemarket.com in mid 2009. We believe in constant newness so we try to always update the website with new and current styles. Also we like variety so we offer many different aesthetic approaches of what is relevant in fashion now and at different price ranges.

We have a lot of fun with the website because we can style outfits and express a mood. This is a challenge to replicate in the actual brick-and-mortar shop. The online store does twice as much [in sales] as the NYC store and it opened in 2009.

We travel extensively to many countries for fashion fairs/ trade shows but also to discover new local talent. We’ve been as far as Australia, Japan, Argentina and Bangkok to find new independent labels.

Balancing exclusivity and special with affordability: This is our biggest challenge every season; to give our customers something unique and covetable at a fair price....

[Saleswise], anything in pastel colors or muted blush colors is fresh for spring.”