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Pricing Key to Vintage Shop Survival

stillhouseJoshua Davis East Village boutiques have thrived by offering low priced merchandise to its customers. Still House, 117 East Seventh Street, sells artwork and jewelry by local artists.

With reports of hard times for struggling Lower East Side boutiques, The Local paid a visit to merchants on East Seventh Street to see how their businesses are faring. But rather than echoing the frustrated voices of Lower East Side merchants, many of whom have closed or moved to Brooklyn, the East Village is holding steady and even opening new stores.

The secret: low prices.

Here is what some local shopkeepers had to say about starting up and surviving in the East Village.

Rena Reborn and Still House, both at 117 East Seventh Street

Two newcomers to the block, both stores opened within a week of another last month, and both specialize in selling goods from local artists and designers. Rena Reborn, which sells new and recycled jewelry and clothing for women, draws many of its customers with $5 and $10 racks.

“Low prices keep us in business,” says owner Rachael Rush.
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Finding The Best Vintage Clothing Buys

With holiday parties approaching, the impulse to buy a new outfit is hard to resist. To help avoid sticker shock, check out these neighborhood vintage and consignment stores. ‘Tis the season to look beautiful on a budget.

Cadillacs CastleAllison Hertzberg Cadillac’s Castle, 333 East Ninth Street.

Cadillac’s Castle
333 East Ninth Street, 212-475-0406

Named for the owner’s dog that takes inventory in the small consignment shop; this store is not to be missed. Mostly in-season women’s consignment items are displayed alongside some new stock in this clean, bright shop. The owner and his staff carefully select each item and I’ve never seen anything in less than pristine condition. Mind if I namedrop? At any one time you’re likely to find fashions from Jason Wu, Prada, Diane Von Furstenberg, YSL, Mui Mui and Missoni. The high end designer pieces carry a weighty though heavily discounted price tag, but it’s easy to find a great party dress for under $75 dollars. Even the most budget conscience can score a
deal, just check out the constantly replenished $25 dollar rack that sits outside the store.
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