‘Dream come true’
Pixelated Boutique moves to Hilltop
Vy Do signed a lease for her first storefront in early 2020, right before COVID19 hit.
She opened Pixelated Boutique at age 22 and secured the ViBe District location only seven months after graduating from Virginia Tech. She started her business with pop-up markets at coffee shops, breweries and fairs.
“I knew I wanted a brickand-mortar store. It was the best feeling meeting people who were excited to shop by my booth,” Do said. “While there are countless online shops, being able to transform that vision into an actual destination was a dream come true.”
Do said she would have postponed signing a lease if she had known COVID-19 was around the corner.
“No one knew the effects of COVID would last for years,” she said. “In a way, it was a blessing in disguise. I had no option but to keep moving forward.”
The mask mandate made it hard for Do to connect with customers, and the 10-people limit for gathering made it challenging to host store events.
Do shifted to heavy online marketing and created content on Instagram and TikTok that showcased dancing, store struggles and outfit inspirations.
Do said when some of the videos went viral with over a million views, she knew the store would be OK. The boost helped get her through COVID-19 by receiving online orders from all over the country.
Gradually, local customers discovered Pixelated Boutique through posts and came into the store.
“We were able to create a community through in-store pop-up events and being truly authentic with our social media,” Do said. “We received so much love and support locally, and even had customers take road trips from out of state. It was such a blessing.”
In February, Do moved Pixelated Boutique to Hilltop, adding 400 square feet and doubling her rent. She wanted more dressing rooms, a larger space, better parking and a more central location.
“It’s a big risk doubling my rent,” she said. “But I trust my customers and the community. I think the more convenient location will help grow my business.”
Do said the new location reflects a more elevated style while preserving the core elements of her boutique. The trendy store has a coastal decor and carries women’s clothing, accessories and gifts. “It has an East Coast beachy and girly aesthetic,” she said.
Do never planned to open a boutique. Throughout high school and college, she created fashion content online for national brands such as Adidas, Lulus and Target. Her career path evolved organically.
“I just followed what I love most in life,” she said. “My life truly feels like a dream.”
Pixelated Boutique
Hilltop North Shopping Center
1628 Laskin Road, Virginia Beach, VA 23451