It’s tough to imagine NoLIta wasn’t always the independent shopping hotbed it is today. But even as recently as a decade ago, the area was virtually devoid of chic storefronts or even pedestrians (when the bustling Cafe Habana was just a quieter Bella’s). Despite the grit, designer and former model Jane Mayle saw the hood’s promise, and opened shop—in what we know as NoLIta today—in 1998 with Phare (which she co-founded with Chris Jarvis). Mayle is now the sole proprietor (the shop’s name-change reflects this), and also the visionary behind Mayle, an unabashedly feminine line of womenswear that’s somewhat dreamy in a ’40s movie heroine sort of way.

The simple space (reminiscent of a sweet Parisian boutique) is punctuated by lovely, sometimes peculiar found items, but the main event is Mayle’s wares—which are plain gorgeous. Inspired by a new theme each year, Mayle’s designs evoke a girlish worldliness. There’s vintage detailing, decadent fabrics, and every flattering piece seems to have a story behind it, making the wearer invariably feel part of Mayle’s personal narrative. While you browse, try to get your hands on one of the seasonal look-books—as much a collector’s item these days as a pair of Mayle’s shoes.