Daffy's: It's time to get serious

"They were very early to the table," says Faith Hope Consolo, Chairman of Prudential Douglas Elliman's Retail Group, who worked on that deal while at another firm. At the time, the Flatiron district wasn't much of a draw, and hunting for bargains was a bit déclassé. "It's now in vogue to shop discount; it's the thing to do, like going green," Ms. Consolo says.