How did the Miniminimarket come about?

Dana: The original concept was girlie bodega (bodega is the Spanish word for corner store) — to have a little store packed with all the things girls or women desire. We’ve kept to the basic principle since we opened in 1999, offering everything from dresses to shoes to perfume to cards to one-of-a-kind jewelry.

What was Williamsburg like when you opened and how has it changed?

Dana: Williamsburg was quiet. There were no boutiques very few bars and restaurants. No one ever came to Williamsburg (or anywhere in Brooklyn). You couldn’t even get a taxi to take you to Williamsburg. It was like the wild west. If you said you lived in Williamsburg people thought you were from Virginia. I never imagined Williamsburg would be what it is today, an international tourist destination with multi-million dollar condos…

How has the store evolved over the years?

Dana: We basically had no idea what we were doing when we first opened, and we had no money. We bought a few things and had alot of consignment. Our first best sellers were these crazy fur hats with ears on them. Now we are more focused on apparel and accessories, because those are the highest-performing categories in our store, but i think we have stayed true to our roots. We have always had a vintage feeling in our store.

What criteria do you use to hire your staff?

Dana: Our staff have to be awesome! The most important criteria is that they know how to take care of our customers. In retail customers have to be the number one priority or you won’t have a business. So our staff has to like working with people, have an understanding of fashion and trends and know how to introduce those concepts to our customers.

Can you tell me about the designers you work with, and your criteria for choosing them?
Dana: We work with all kinds of designers from local one-of-kind crafters to big apparel companies that distribute all over the world. The main criteria is this something our customer wants.
Erika: And something we think is cute. It usually has to inspire us in some way — otherwise we won’t buy it.

Best fashion trend you’ve seen?

Dana: I love long cardigans for fall and layering crochet tights and fishnets over colored stockings.
Erika: Bright hot pink & yellow.

Worst fashion trend you’ve seen?

Dana: Polar fleece and Keen and Merrell sandals.
Erika: Uggs won’t die!

Things you’ve carried that are here to stay.

Dana: Clear bubble umbrellas, cheap sunglasses!

So many businesses have come and go on Bedford Ave in the last 10 years. How did you pull it off?

Dana: I don’t know — alot of it is luck, and being in the right place at the right time.
Erika: We work really hard.

Who is in charge of doing what?

Dana: We both do the buying and merchandising which is the fun part, Erika pays the bills and does scheduling. I do payroll and taxes budgeting and bitching.
Erika: We both bitch.

Best sellers.

Dana: Somebody in Brooklyn Loves Me tees…
Erika: …one-hitters, “highlighters,” cheap sunglasses, charm NYC hats, nameplate necklaces…

Things you love about Williamsburg.

Erika: Everybody knows your name.

Things you hate about Williamsburg.

Erika: Everybody knows your name!