The Next Chapter
10:58 AM
If you follow the shop's instagram and/or subscribe to our emails, you probably found out earlier this week that ALU's Brooklyn shop is relocating permanently to NJ. It's been bittersweet to share the news and to know that packing up and moving everything out is on the horizon. However, it's super exciting to be able to watch the store take advantage of new opportunities and see where the paths take us.
It has been so emotional to see the emails and in store stop ins from customers and neighborhood friends showing their support, their sadness (and also their understanding) to see the shop leave Boerum Hill. I have held back tears atleast 5 times over the past 24 hours. Mostly because I'm still deeply moved that people felt a connection to the store & appreciated what I tried to build.
Since the shop's lease is coming to a close smack dab in the middle of the busy season for
the Beach Haven shop and we weren't ready to sign on for another 2+
years in this space, a decision had to be made. The shop is also rapidly growing out of our teensy space and moving to a larger space in an area with great foot traffic in Brooklyn is super expensive right now. Taking on a $8,000+ a month lease is not something I want to have on my back as a young business owner.
These are all just growing pains and like in anything in life, it's important to be decisive and fix what could be better, especially when you're responsible for your business' destiny. Quick and effective problem solving is a major part of the gig. But it's hard to call anything a 'problem' when it comes to this sweet first home. I am so thankful for my fantastic Brooklyn landlord who took a chance on me and believed in my vision. A true angel!
A lot of questions have come my way since the announcement, and I'd like to take this post to address a few common ones at once:
- Everyone keeps asking if I'm moving permanently to NJ and the answer to that is no! I will still remain a proud Brooklyn resident and will travel back and forth over the spring and summer to run the LBI shop. With a great support system already in place in NJ (and Brooklyn), I feel that the transition will be fairly easy. I'm also 26 years old and now is the time to hustle, right?
- I am hiring a great sales team to ensure that the new shop takes full advantage of the magical summer season. After Memorial Day weekend, we will be open 7 days a week including some late nights on the weekends until Labor Day. During the off season on LBI, I will remain in Brooklyn to work on Bond & Pacific, our new line (currently in production) that will be available this summer in the shop & online.
- Never say never when it comes to opening another Brooklyn shop in the future - but I'm looking forward to being able to get creative with how ALU stays alive in Brooklyn. Trunk shows during the off season and a new online shop is already in the works so everyone can still have a bit of lovely regardless of where they are.
Hopefully this post clears up some things and gives answers. It's important for me to have a voice and be honest to my customers. Plus, everyone who shops here and keeps up with us on social media deserve answers.
The Brooklyn shop's last day is Sunday April 12th. We will be having a huge sale April 4th until the 12th - everything will be 25% - 50% off! Leaving will be hard but I truly can't wait to see where the next few years takes ALU.
The Brooklyn shop's last day is Sunday April 12th. We will be having a huge sale April 4th until the 12th - everything will be 25% - 50% off! Leaving will be hard but I truly can't wait to see where the next few years takes ALU.
Thank you for being a huge part of our story, Boerum Hill! We will keep in touch.
The show goes on!
The show goes on!
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