The Founder Of NYC’s Coolest Vintage Brand Shares Her Rules For Building An Empire

Natalia Spotts’ first pop-up shop didn’t have a special venue, cool branding, or a line out the door. It all started in 2019 when the Parsons grad and founder of New York City’s vintage shopping sensation Funny Pretty Nice invited a few friends over to her apartment to browse her personal collection of throwback fashions — and she was surprised to find that people actually bought things. “That was the day I knew I had something viable,” Spotts tells Elite Daily.

Since that fateful evening, Spotts has been fielding an ever-increasing demand for her carefully curated, high quality secondhand items. Funny Pretty Nice’s two Manhattan locations are must-visits for Gen Z shoppers on the hunt for iconic ‘90s brands, tiny tank tops (“I can’t keep them in stock!”), elaborately crocheted pieces, and more.

In partnership with Square, whose suite of user-friendly products help keep Funny Pretty Nice running smoothly, Elite Daily sat down with Spotts to talk all things business, style, and everything in between. Here are the major takeaways from the whirlwind that was her start as an entrepreneur.

1. Authenticity Always Wins Out

When it comes to Funny Pretty Nice’s social and IRL brand ethos, doing your own thing is a way of life. Scrolling through their popular TikTok page evokes the same energy as walking the aisles of one of their stores — it’s a colorful mix of new product roundups, try-ons, and satisfying restock videos, all true to the upbeat, quirky aesthetic that sets Funny Pretty Nice apart from the competition.

Investing in cultivating a social identity has paid off, and Spotts’ loyal followers know that her page and her stores are places they can find unique pieces that reflect who they are. “Gen Z stays true to their personal style, especially when it comes to vintage,” she shares with Elite Daily.

2. Know Your Audience & Make Their Lives Easier

As a fashion-obsessed member of Gen Z herself, Spotts is expertly positioned to build a brand that doesn’t scrimp on authenticity. She knows her audience because, at the end of the day, she is her audience. Sourcing inventory comes down to two factors: her creative eye and what she’s learned from the data that allows her to further connect with the fiercely individualistic customers she’s trying to reach. “On the Square dashboard, I can see my top sellers — as well as what’s not selling — which helps keep my business profitable,” not to mention aiding her in curating styles that help the brand’s fans express their personalities while aligning with current trends.

“I think I’m asked every single day if we accept Apple Pay or Cash App,” Spotts reveals of her tech-forward customer base. “And with Square, it’s so great to be able to say ‘yes.’ These days, a lot of people don’t bring their physical credit card, cash, or even a wallet out with them, so being able to pay via phone is super important, not just for our sales, but also to help us fit conveniently into our customers’ on-the-go lifestyles.”

3. Seek Out Technology That Gives You Flexibility

To streamline the purchasing process, Spotts’ go-to system is Square Register — a versatile and fully integrated point of sale that’s made up of dedicated hardware, embedded software, and fast and secure payments technology. “Both stores have the Square Register, which is basically my lifeline,” Spotts says of the design-forward built-in seller display and detachable (and customizable) customer screen.

Though the brand now has brick-and-mortar locations, pop-ups are still core to Funny Pretty Nice’s identity — and Square’s contactless chip reader gives Spotts the flexibility to go back to her DIY roots when she takes her shop on the road. “Square is great because you can take it on the go,” she shares. “When you’re first starting out, you want to ease into things and figure out who your customer is, and pop-ups are a way to really get to know them and build a community.” Square’s user-friendly point of sale system lets sellers run their entire business with a built-in card reader and smooth checkout experience, so all entrepreneurs have to worry about is giving their customers what they want.

4. Prioritize What Makes You Happy And Success Will Follow

While the scale of her business has changed in the past few years (going from a one-woman show to a team of 15), what hasn’t changed is the deep connection Spotts feels to what she’s built. “I enjoy what I do and I love being around clothing all day,” she tells Elite Daily. “Vintage fashion has a lot of power in the industry. A lot of what’s ‘cool’ comes from what’s affordable — and oftentimes that means what you can find at thrift stores. Today, new trends and vintage trends are so intertwined, and more people than ever have a mix of both in their closets, which I think is a really exciting thing.”