Before Lilia, a member of the Manhattan Sideways team, discovered ALT for Living, she said to me that she had never considered that shopping could be an “experience. ” In fact, she revealed, that "For me, life is life and shopping is shopping, quick and painless - I go in, find what I need, and get out. But as I walked into ALT for Living, I felt as though I had entered a time warp. "ALT contains two little worlds - a coffee bar and a showroom - and they work with miraculous synchronicity. The cozy coffee bar, A Little Taste, serves as the storefront, and it instantly recalled to Lilia the old-fashioned cafes of Paris and Rome. The coffee beans are one-of-a-kind, hand-roasted by ALT Roasting CO. “You have to try the iced coffee, ” suggested Victoria, ALT’s Marketing Coordinator. She was right. It was rich, full, and flavorful, with frozen coffee cubes instead of regular ice cubes. What a treat. With coffee in hand, we were ready to take in the pièce de résistance of ALT for Living, the showroom, which caters to high-end interior designers, design firms, and architects. The space is an aesthetic feast, somehow both immaculate and inviting, pristine and meditative. Sitting down with Analisse Taft-Gersten, ALT’s creator and owner, we learned that she would like her customers to view ALT for Living as a full-fledged lifestyle experience. “It’s a one stop shop to help amplify your home and get a great cup of coffee along the way. ”Analisse started out as a model at age seventeen, which provided her with the opportunity to travel all over the world. She fell in love with Europe, particularly Paris. “I think I was an old Frenchman in a past life, ” she said with a laugh. Analisse went on to say that she developed a passion for interior design, and left her native California to seek out a new challenge in Manhattan. While working for an interior design company, she found her calling in sales, and took a leap of faith. She began ALT as a small venture in a temporary office space, then a small showroom in Soho, and finally ALT’s current home in the Flower District. Since every item is unique, the shop attracts a vast array of customers, from hip up-and-comers to the most established designers in the industry. In an effort to maintain a stimulating space, Analisse constantly changes elements of the shop's layout. She loves repurposing old pieces and making them her own. Her current favorite piece at ALT is a vintage rosewood desk by furniture designer Joaquim Tenreiro. What sets ALT for Living apart from other businesses that cater to interior designers is that one can truly lose oneself in the shopping experience. Within the coffee bar-showroom, shopping is no longer just shopping, but also an opportunity to visit Europe without leaving Manhattan.
“My grandfather came here in the early 1950s, ” shared David Ettinger, owner of Truemart Fabrics. A Holocaust survivor, Irving Ledereich first found work in a velvet company, but when the businesses decided to move out of New York, he remained here with his family. Soon after, Irving came across an advertisement about a fabric store for sale and decided to purchase it. According to David, “His lawyer gave him a new name to call it, and it’s the name we still have here today: Truemart. ” Irving was in his mid-fifties when he took over the shop. He ran it alongside his wife, Anna, until her death in 2004. That is when David and his mom, Freida, entered the picture, until Irving passed away in 2010. Initially, Truemart was in a perfect location, in the heart of the Garment District and steps away from the Fashion Institute of Technology (FIT). These days, not many people sew anymore, so the business has changed to keep up with the times. But they continue to have customers coming in to purchase materials for Broadway, movies, back-drops, and commercials. And, of course, the FIT students are still learning to sew, frequenting the shop that is filled with rolls of cotton, wool, satin, and linen fabrics. “People come in for small projects, but once they step inside, their imaginations keep growing. ”