You can spot theSusan Alexandrastorefront from a mile away. Amidst the subtly hued awnings of New York’s Dimes Square, the namesake designer opted for a bright canary yellow–tiled façade. “It really brings light into the street,” she remarks, toting her chihuahua Pigeon, who’s been aptly dressed in a matching yellow collar.
Though brick and mortar has been the plan since day one, the store was actually a pandemic love child. Susan secured the spot at the height of COVID. It was a risk, but real estate prices were at an all-time low, and the opportunity to transform the former tattoo parlor on Orchard Street was simply too good to pass up.
Although she didn’t always know exactly what it would look like, Susan has always had a vision for the store. This included a fountain (albeit less large in her mind than it ended up), bright hues that embody the label, and, perhaps most importantly, a grid motif to mirror the beaded bags. She adds, “mosaic—it had to be mosaic.”
Luckily, a chance encounter at the beach this summer brought her to Argentinian architectLula Galea,who, along withWiggle RoomcofounderLevi Shaw-Faber,helped bring her colorful dreams to life.
“Susan is anartiste, Scorpio, and brought the best out of me in terms of imagination and fantasy,” Lula muses. One would argue they let both the former and the latter run wild—in the best way possible—but Susan insists there was still a restraint.
Right from the beaded banana door handle at the entry, it’s clear that the charm can be found in every detail. The sunny façade gives way to more tiling—this time, in all shapes and forms. Retro glass blocks make up the desk, tables, and trim; mosaic tiles clad the walls; and diagonal checkers mark the floor. Handmade strawberry sconces from a glass blower in Ohio omit a warm glow from above, while hues of pink and blue joyfully play off the yellow to embody a playful chromatic kitsch that’s become a trademark for the designer.
Pigeon barks as a customer enters the store. “We have to work on that,” Susan remarks. Much to his dismay, he’s not the only protector—a Daltile-clad fountain commands the right side of the shop. “This is our goddess of the store,” she adds, noting that coin-tossing is not just welcome, but encouraged. “I’ve been drawing eyes and lips and faces with beauty marks forever and ever. I just knew that she needed to come to life.”
The flagship store seems to spark endless creativity as Susan ponders what’s next: holiday decor, beaded clothing, DIY jewelry, more home products? Nothing feels out of reach. An entire section in the back of the shop celebrates some of her favorite artisans and brands, such as Janie Korn, Dominique Ostuni, and Le Feu de L’Eau candles, offering a space for collaboration, which she hopes to explore further.
After a lengthy two years, the store almost stands as an ode to the community we all longingly missed, inviting any and all to come shop, play, and perhaps even collaborate.
