The Susan Alexandra brand opens its first store in New York
Designer Susan Korn didn’t think opening a boutique for her colorful brand Susan Alexandra would really be possible.
“Call it a COVID dream,” Susan told me, holding her dog as she showed me around the space.
In April 2021, Susan signed a lease at 33 Orchard Street, a cramped former tattoo parlor right across from Sandy Liang, Bode, and Scarr’s Pizza. The store opens today. The place had to be gutted, but it worked for the best. Plus, she got a rent deal.
Susan was able to design the store, alongside designers Lula Galeano and Levi Shaw-Faber. Using yellow, blue and pink checks to decorate, the store looks like the inside of a Susan Alexander bag. On one wall there is a fountain, which Susan says would be a wishing well, decorated with a tiled female face that has yet to be named. The old ceiling was painted a hot pink, with custom beaded light fixtures hanging from it, making the narrow space endless and wide.
“We even beaded the doorknob,” says Susan. “It’s a giant banana!” We made appliques in the shape of giant fruits. There is a little Alice in Wonderland Vibrations “through the mirror” from the moment you walk in.
The store features some of Susan’s favorite designers, such as ceramics created especially for the store by Dominique Ostuni. There was a Larry David mug, an Orchard Street inspired candle holder, and tall mugs decorated with fruit. There were custom candles designed by her sister, Janie Korn, and fruit-ceramic paperweights by Bernie Kaminski.
The store will also carry exclusives, like an Orchard 33 bag based on the wall tile, and give people the option to design their necklaces in the store.
“I want this to be a space for all of my favorite things,” said Susan.