. >> i bought michael karrs red fox leg warmers here. cannot walk down the street without having 20 people ask. >> identifying the right location requires an understanding of specific shopping routines in each neighborhood. >> it matters what side of the street you are on, what corner you are on. are you on the northeast corner? i thought that's ridiculous. it's not. people have their walking habits. >> she has to be in soho and look like she belonged there like she was chanel or any of the other retailers there. >> once she found the space, she needed faith to gain the confidence of skeptical landlords. >> our dresses range between $250 and $500. at a retail store, between $1,000 and $5,000. >> laurie had been very successful in the burr bs. to come into manhattan, the most competitive market in the world, in the world, with everybody, i had to make a presentation for laurie so that when we found the right store, the landlord would be impressed. >> after she signed the lease and opened shop, that's when she started learning the differen