About us

About Us

Pretty Pixie stands at the forefront of fashion retail for Millennials and Generation Z, revolutionizing the industry with an innovative and forward-thinking approach. As a premier lifestyle brand, we are a key destination for fashion discovery and inspiration, offering a meticulously curated selection of apparel that deliver an engaging and immersive shopping experience.

Our dynamic platform brings together a vibrant community of millions of consumers with thousands of global fashion influencers, as well as a diverse range of emerging, established, and proprietary brands. Backed by over a decade of substantial investments from our parent company in cutting-edge technology, advanced data analytics, and groundbreaking marketing and merchandising strategies, we have crafted a powerful platform that deeply resonates with today’s discerning consumers. This commitment positions Pretty Pixie as a trailblazer, setting new benchmarks for fashion retail in the 21st century.

Proudly Made in BHARAT

At Pretty Pixie, we take immense pride in celebrating the rich heritage and artistry of Bharat. Every product we offer is crafted with care and precision within our beloved nation. By supporting local artisans and manufacturers, we honor the spirit of "Made in India," preserving our cultural legacy while fostering economic growth within our communities.

Craftsmanship is the heart of Pretty Pixie. With unwavering dedication and meticulous attention to detail, we strive to deliver products that epitomize excellence. From the selection of the finest materials to the skilled artistry involved, each piece embodies our commitment to upholding and enhancing time-honored techniques.

Authenticity is the cornerstone of our philosophy at Pretty Pixie. We believe in the genuine expression of individuality and originality, ensuring transparency from sourcing to design. Our commitment is to provide an experience that is both authentic and exceptional, reflecting the rich tapestry of India's heritage while embracing contemporary luxury.

While honoring tradition, Pretty Pixie embraces innovation and modern design. We expertly blend classic aesthetics with contemporary sensibilities, infusing each creation with a unique and captivating twist. This approach ensures that every Pretty Pixie piece is not only timeless but also relevant and sought-after in today's ever-evolving fashion landscape.

BEHIND THE BRAND

Founded in 2014, FASHION FOREVER was envisioned as a pioneer in leveraging digital channels and technology to redefine the shopping experience. We identified that traditional retail models were either too generic or overly restricted, often struggling to deliver consistently on-trend merchandise and failing to engage younger consumers effectively. To address these gaps, we launched PRETTY PIXIE—a comprehensive, curated destination tailored specifically for youthful, aspirational shoppers. Our approach, which combines the precision of targeted retail with a broader selection than typical specialty stores, allows us to more adeptly meet the evolving needs of today's consumers.

To enhance our merchandise offerings beyond the capabilities of traditional retail, we have developed a bespoke, proprietary technology platform that oversees nearly every facet of our operations. This platform emphasizes advanced automation in inventory management, pricing strategies, and trend forecasting. Utilizing data from an extensive network encompassing hundreds of thousands of styles, each with up to 60 attributes, and millions of customer interactions, we have amassed a strategic asset of hundreds of millions of data points.

Our organization is designed from the ground up to operate with a data-centric, customer-focused approach. This integration of technology and organizational structure allows us to adopt a "read and react" strategy in merchandise management, transforming fashion forecasting from an art into a data-driven science. As a result, we consistently introduce new styles on a weekly basis, effectively balancing inventory management and fashion risk while ensuring a continual influx of fresh offerings.

Our robust brand and cutting-edge marketing strategy resonate deeply with the millennial demographic, a group that has grown up in a hyper-connected, digital era and exhibits distinct shopping behaviors and preferences. Recognizing that these consumers engage with different mediums and respond to unique messaging styles compared to previous generations, we have positioned ourselves as leaders in social media and influencer marketing.

Our approach extends beyond traditional social media platforms. We have cultivated a vast network of influencers and brand partners, including some of the world's most influential social media personalities. These relationships are meticulously managed through our proprietary technology platform, which allows us to track and engage with influencers effectively.

Our strategic partnerships, coupled with a history of successful collaborations and high-profile social events, have established us as a preferred partner for influencers globally. This advantageous position, combined with our innovative marketing efforts, enables us to deliver authentic, aspirational content that fosters strong brand loyalty and engagement. We complement this emotional branding with sophisticated, data-driven performance marketing strategies to enhance customer acquisition, retention, and lifetime value, thereby driving sustainable growth and profitability.

Our data-driven merchandising and cutting-edge marketing expertise underpin a dynamic brand strategy that not only stimulates consumer demand but also enhances our control over the supply chain. We are in the process of developing a diverse portfolio of distinctive owned brands, each designed with unique attributes and bolstered by targeted marketing investments. 

Our approach ensures that these brands are perceived by consumers as highly coveted entities, distinct from traditional private labels or house brands. By focusing on crafting compelling, standalone brands with their own identities, we create a powerful, differentiated market presence that drives engagement and loyalty while maintaining strategic control over our operations