"A lot of great things are happening at this price point," said StyleWatch fashion editor Kate Dimmock. "The recession is an awful thing, but it's made people work harder to make amazing products at an affordable price point. You really would be amazed to see what's going on at J.C. Penny and H&M and Target, J. Crew... good design shouldn't be about money."
One store doing it well is American Eagle Outfitters. With many of their designs retailing below $25, Kaufman says it's the perfect price point for StyleWatch and even some celebs.
"We're actually showing Taylor Swift wearing a really adorable AE floral dress in our June/July issue so I know she's a huge fan of the line," Kaufman said.
StyleWatch's has done away with the expensive photo shoots of traditional fashion magazines, opting instead for paparazzi shots for less than a thousand dollars each.
Next to every item readers can find information on where to buy it, the price and sometimes a code for a discount from the retailer. When StyleWatch offered a discount at this fashion website, Revolveclothing.com, sold $1.4 million of merchandise to its readers.
To critics who call the magazine more of a catalog than a magazine, Kaufman says there's more than meets the eye.
"No. 1, we are not a catalog because there is so much editorial experience that goes into putting this magazine together," she said. "It's not just one brand showing. We edit the trends for the reader so they understand what is important in fashion."
And much the way, the paparazzi chases stars, StyleWatch now hunts down designers starlets are wearing -- often doing hours of detective work to credit the right store.
"It can be challenging," Dimmock said. "Let's say the celebrity doesn't always want you to have the information, the designer sure does, they definitely want their product in the book. It's just money in the bank, there's just no two ways about it."