New stores (October 6--12, 2011)

  • Photograph: Pam Soorenko


  • Photograph: Pam Soorenko


  • Cellure eye treatment, $90

  • Grey Era Vintage

  • Grey Era Vintage

  • '90s-style floral maxidress, $124, at Grey Era Vintage

  • Photograph: Earl Gibson III

    NEW YORK, NY - SEPTEMBER 08: A general view of the grand opening of Joe's pop...

    Joe's Jeans pop-up

  • Joe's Jeans vibrant skinny jeans, $158

  • Joe's Jeans skinny leopard-print jeans, $169

  • Marimekko striped mug, $20

  • Photograph: Juliana Harkki

    Marimekko Lookbook 113

    Marimekko Katia dress, $175

  • Marimekko Lappuliisa tea towels, two for $29

  • Photograph: Krista Schlueter

    Obsessive Compulsive Cosmetics Lip Tar glosses, $13 each

  • Photograph: Krista Schlueter

    Obsessive Compulsive Cosmetics nail lacquers, $8 each

  • Orla Kiely

  • Orla Kiely Linear Stem pencil case, $34

  • Orla Kiely solid silk crepe collar dress, $460

  • Orla Kiely multi flower-print mug, $15

  • Orla Kiely Tiny Lovebirds silk georgette long-sleeved dress, $595

  • Seyrig

  • Seyrig

  • Photograph: Lindsay Maclean Taylor

    Tocca exfoliating body polish, $54

  • Photograph: Lindsay Maclean Taylor

    Tocca Peter Pan collar blouse, $260

  • Photograph: Lindsay Maclean Taylor

    Tocca tweed coat, $350

Photograph: Pam Soorenko


Stem cell research has seen its fair share of controversy, but don't let that stop you from trying out the cosmetics from this beauty brand's first-ever store. An American offshoot of the South Korean skincare line Dr. Jucre, Cellure uses stem cells culled from adult humans to produce products that promise to reverse the signs of aging by regenerating damaged skin cells. If you're still feeling iffy about the process, you can try the new technology before buying anything in one of the store's nine educational booths. Once you step inside one of the gleaming white stalls set up like mini bathrooms, the mirror—which doubles as a touchscreen TV—guides you through the process of cleansing, toning, moisturizing and applying serum and eye cream while also providing info about the brand and products. If you're satisfied with how the items give you super-soft, evenly toned skin, you can take home the set of six products ($599) or pick and choose from the cleanser ($38), balancing toner ($65), serum ($160), eye treatment ($90) and day and night creams ($135 each). 422 West Broadway between Prince and Spring Sts (646-410-0621, Mon--Sat 11am--8pm, Sun noon--6pm.

Grey Era Vintage
Former stylist and publicist Sierra Fromberg has certainly dipped her toes into many of the fashion industry's pools, and now with the opening of her reclaimed-wood-filled vintage shop, the style connoisseur can add another notch to her sartorial belt. Focusing primarily on women's staples, Grey Era aims to provide garments meant for day-to-day dressing no matter the season. The clothing has a slightly androgynous aesthetic and is sourced from upstate New York, Seattle, Portland and even Fromberg's own closet. Rock a '90s-style floral maxidress ($124) and a North West plaid insulated flannel ($74) to relive your head-banging days, or nab Valentino menswear-inspired knit trousers ($142). Every single piece of clothing in the store is dry-cleaned before it goes out onto the racks, so you no longer have to worry about discovering questionable stains or weird smells on your rad vintage find. Grey Era also offers free tailoring with any purchase over $120 and rents pricey designer pieces at 40 percent of their original retail value for a 24-hour window. Mention TONY to receive 15 percent off all purchases through November 5. 435 E 9th St between First Ave and Ave A (917-557-1051, Tue--Sat noon--8pm, Sun noon--6pm.

Joe's Jeans pop-up
This spacious, whitewashed boutique from California denim brand Joe's Jeans may be a temporary location, but if the positive response the shop has received is any indication, it may be around much longer than originally planned. Joe's fanatics are clamoring for specialty items like skinny leopard-print jeans ($169) and stretchy blue velvet jeggings ($165). A highlight of the shop is the bright wall of 55 Colors vibrant skinny jeans ($158), the only complete presentation of the collection in any location. But it's not all about the denim: Women's striped suede-and-leather cross-body handbags ($268) and shearling leather booties ($295) are also flying out the door. The large men's section in the back of the shop hides gems such as roomy canvas weekender bags ($100) and drop-rise, slim-leg jeans ($198). 77 Mercer St between Broome and Spring Sts (917-243-5043, Mon--Sat 11am--7pm, Sun noon--6pm. Through May 31, 2012.

Lululemon Athletica
Founded 13 years ago by Chip Wilson in Vancouver, this yoga-inspired athletic-apparel company has opened its fifth NYC location, now servicing Upper East Siders. The store's decor takes on an Art Deco theme, with vintage wallpaper, windows outfitted in red velour curtains and custom Bocci light fixtures throughout the fitting rooms. Though the threads—including quick-drying sports bras ($42), women's form-fitting cropped pants with wide, patterned waistbands ($68) and men's short-sleeved tops with mesh venting ($64)—are designed with downward dog in mind, they work just as well for running and other athletic activities. There's also a slew of accessories, such as travel-friendly duffel bags ($128), dense foam yoga blocks ($10) and yoga mats featuring embossed guidelines ($28) that help beginners maintain proper alignment. Before you leave, check out the shop's community board, which highlights local yoga studios and posts yogic events taking place in the neighborhood. 1146 Madison Ave at 85th St (212-452-1909, Mon--Fri 10am--8pm; Sat 10am--7pm; Sun 11am--7pm.

The colorful, whimsical designs of this Helsinki-headquartered clothing and textile company now have a spacious NYC home in the brand's first U.S. flagship (the label also has a smaller standalone store on the Upper East Side). The shop reflects the brand's Scandinavian roots with a clean, modern feel, marked by pale wood shelving, bubble pendant lamps and an open grate ceiling. Marimekko's boldly printed goods, including aprons ($43), pillow shams ($29--$65), tea towels ($29) and fabric ($43 per yard), pop against the store's gray walls. You'll also find its women's collection; scoop-neck smock dresses ($175), three-quarter-sleeve blouses ($135) and hooded anoraks ($275) are among the standouts. The next time you're in need of a gift, pick up striped ceramic coffee mugs ($20), striped cotton scarves ($89) or mod, floral-printed messenger bags ($149). Marimekko's got some sophisticated nonprinted merch, too, like large leather totes ($495) and small fabric shoulder purses ($79). 200 Fifth Ave between 23rd and 24th Sts (212-843-9121, Mon--Wed, Fri 10am--7pm; Thu 10am--8pm; Sat 10am--6pm; Sun noon--5pm.

Obsessive Compulsive Cosmetics
Creator David Klasfeld founded OCC in the kitchen of his Lower East Side apartment in 2004. The makeup artist has since expanded his 100 percent vegan and cruelty-free cosmetics line from just two shades of lip balm to an extensive assortment of bang-for-your-buck beauty products. Now the animal-friendly brand has bid Klasfeld's kitchen adieu and set up shop in a downtown flagship, filled with exposed brick, antique metal and reclaimed wood. Browse more than 30 shades of nail polish ($8) in clear, translucent and opaque varieties, and nearly 40 loose eye shadow powders ($12). You'll also find soft, flexible makeup brushes ($18--$28), airbrushing equipment ($75--$299) and bottles of the label's tinted moisturizers ($25), but we especially fancy OCC's Lip Tars ($13), which glide on like a gloss but have the matte finish and saturated pigmentation of a lipstick. Get glam for a night on the town by taking advantage of OCC's makeup application services ($75--$125). 174 Ludlow St between Houston and Stanton Sts (212-675-2404, Mon--Sat 11am--7pm, Sun noon--6pm.

Orla Kiely
Inject some color into your neutral New York wardrobe with the lively, vibrant prints from this Brit designer, who is finally opening her first U.S. store. Expect vintage-inspired silk dresses ($460), multicolor bird-print raincoats ($480) and cozy wool lace-trimmed minidresses ($425) inside the spacious, 2,400-square-foot shop. Handbag offerings are plentiful, with cotton canvas bags in Kiely's signature prints ($40--$195), patent leather clutches ($225) and leather cross-body styles with adjustable handles and lots of inside pockets ($495). Cheery kitchen mugs ($15), bath towels ($6--$38) and lampshades ($125) are sure to spice up your apartment. Don't leave without checking out the charming stationery selection, which features postcard sets (12 for $12), thank you cards (12 for $14) and pocket diaries ($12). 5 Mercer St between Canal and Grand Sts (212-775-8340, Mon--Sat 10am--7pm, Sun noon--5pm.

While working as a sales associate for menswear line Hollander & Lexer three years ago, Benjamin Ruhland started designing knitwear, envisioning he'd have an entire line of knitted togs of his own one day. Ruhland's dream became a reality this September when he debuted his line, Seyrig, during New York Fashion Week. The collection of sweaters ($150--$400) falls into three categories: hand-knit, hand-loomed and machine-knitted. Standouts include women's handmade kid mohair cropped cardigans ($260) and men's baby alpaca and linen striped pullovers ($400), but it's not all chunky tops. Seyrig also offers pima cotton tees ($48--$49) and knitted home goods, such as crocheted kid mohair throw pillows with real horn toggles ($80) and baby alpaca oversize striped throws ($425). In addition to the eponymous brand, the store stocks items from other labels, including Jean Shop unisex skinny jeans ($270), large hand-stitched leather tote bags ($465) and jewelry from Parisian designer Vanessa Dee (we drool over her lace-wrapped raw emerald bracelets adorned with silver bones, $375). Also look for great gift items like Vermont artisan George Peterson's wooden bowls ($70) and wine stoppers ($35), and beautiful decorative tin and metal cups from India ($45). Mention TONY to receive 10 percent off all purchases through October 15. 305 E 9th St between First and Second Aves (646-669-8542, Tue--Sat 11am--7pm, Sun noon--6pm.

After Tocca's first NYC boutique closed in 2001, its ready-to-wear line came to a halt. Now the Italian brand is hitting the refresh button by opening a new storefront and reintroducing its womenswear line, this time under the direction of designer Emma Fletcher, former owner of the now-shuttered Nolita boutique Lyell. The clothing collection ($120--$650) embodies feminine charm in sophisticated knitted, silk and tailored styles, such as Peter Pan collar blouses ($260) and chic tweed coats ($350). Fletcher designed all of the label's patterns, including one based on stationery from the 1920s that adorns silk back-buttoned blouses ($275). Bambini, Tocca's adorable line for kids, and lingerie are also available in store, but the beauty line is a highlight of the shop. Pamper yourself with exfoliating body polishes ($54), spritz some perfume infused with bergamot orange and juniper berry ($68), or relax at home with guava-scented candles ($38). 605 Hudson St between W 12th and Bethune Sts (212-255-3801, Mon--Sat 11am--7pm, Sun noon--6pm.

Compiled by Lisa Butterworth, Elizabeth Denton, Hallie Gould, Laura Lanz-Frolio, Karla Mayenbeer Cruz, Kristina Rodulfo, Melody Serafino and Kate Winick. Got store news? E-mail us at

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