Shop trendy and affordable clothes and accessories at Pink +...

Shop trendy and affordable clothes and accessories at Pink + Honey boutique in Roslyn Heights.  Credit: Danielle Zeitler

At Pink + Honey fashion boutique in Roslyn Heights, the name of the shop is all about whimsy, while the budget-friendly vibe is totally down-to-earth.

Since opening in March 2017, the focus here has been to find trendy clothes at budget prices, says owner Danielle Zeitler, 35. Many of the fun items on shelves and racks are small California brands.

“I carry clothes for the mom and the daughter,” says Zeitler. That includes flirty dresses, cool jumpsuits, casual hoodies and tees, denim you’ll want to live in, plus stylish accessories.

Zeitler handpicks merchandise during treks to fashion trade shows in Las Vegas and New York. “You can’t just look and choose from a catalog,” she says. “You need to see the clothes up close and feel them.”

Zeitler’s eye — and love — for fashion developed as a girl growing up in Boca Raton, Florida. That’s the same place where her strong work ethic took root.

She learned the ropes — and the realities — of running your own business (“It’s not always so glamorous,” she says) in her father’s hair salon. By age 10 she was sweeping and cleaning, before moving up to running the front desk. All the while she took notes on the essentials for retail success.

After getting a degree in fashion merchandising at the Art Institute of Fort Lauderdale, Zeitler launched Pink + Honey in 2013 at a lone booth at an indoor flea market.

Four years later she opened a shop at @250, an upscale retail hive in Roslyn Heights, where many of the businesses are linked to wellness and style. Zeitler’s neighbors include Soul Cycle, Dry Bar and Truth & Beauty Spa. 

“The building that I’m in is all women all day — working out, getting a blowout, going to the spa,” Zeitler says. Customers at other businesses regularly spill into her boutique. 

Word-of-mouth and personal referrals have been her biggest business assets, according to Zeitler. “When my customers go to parties their friends will often ask ‘Where’d you get that dress? Where’d you find that bag?’ and then they’ll send those friends my way.”

Zeitler prides herself in relationships with customers. “It’s like a nice little family,” she says. Those bonds helped see her through when the pandemic meant pivoting to online sales.

Tees start around $40 and the popular line of bandana-wrapped straw hats she co-launched start at $98. 

With 25 years of experience under her belt, Zeitler has come to realize that there’s no secret to success. But there’s a rule of thumb to bank on. “I always say, ‘Love what you do, and work hard,’” she says. “I do both.”

Pink + Honey is located at 250 S. Service Rd., in Roslyn Heights. Store hours are 9 a.m. to 5 p.m. Monday to Saturday and 9 a.m. to 2 p.m. on Sunday; 516-399-2310, shoppinkandhoney.com.