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Opening Hours
Today: 11am–7pm
Wed:
11am–7pm
Thurs:
11am–7pm
Fri:
11am–7pm
Sat:
11am–7pm
Sun:
11am–7pm
Mon:
11am–7pm
Location
14 East 17th Street
Neighborhoods
Journelle 1 Lingerie Fashion and Accessories Flatiron

Back in 2007, when Claire Chambers opened her flagship boutique on 17th, she knew that she was making a definite decision to be off the beaten path, just a bit, to sell her sophisticated lingerie. At the time, it was a new area for retail, but she was wise in recognizing that it would quickly become the "heartbeat of Manhattan." While speaking with her adorable Marketing Director, Allison, I learned that Claire herself was a frustrated consumer and sought to create a luxe experience for women who had grown out of Victoria's Secret.  Claire was looking for something beautiful and special, as she calls it, "everyday lovely," and it was not out there.  Thus began her travels around the States and overseas to Turkey, England, France, and Spain to seek out the perfect bras, underwear, chemises, robes, and an assortment of accessories in order to open Journelle.  Claire was eager to service her "educated, thoughtful, confident customer who knows herself really well and enjoys beautiful things." And in just the short amount of time that we spent in her shop, it quickly became apparent that her clients are just that.

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Journelle 1 Lingerie Fashion and Accessories Flatiron
Journelle 2 Lingerie Fashion and Accessories Flatiron
Journelle 3 Lingerie Fashion and Accessories Flatiron
Journelle 4 Lingerie Fashion and Accessories Flatiron
Journelle 5 Lingerie Fashion and Accessories Flatiron
Journelle 6 Lingerie Fashion and Accessories Flatiron
Journelle 7 Lingerie Fashion and Accessories Flatiron
Journelle 8 Lingerie Fashion and Accessories Flatiron
Journelle 9 Lingerie Fashion and Accessories Flatiron
Journelle 10 Lingerie Fashion and Accessories Flatiron

More places on 17th Street

Lost Gem
Shareen 1 Bridal Vintage undefined

SHAREEN

Today, Shareen Mitchell is a bicoastal business owner, a sought-after entrepreneur with fourteen employees and a celebrity following. But no one would have guessed it eleven years ago, when Shareen was, in her own words, “broke, in debt, and selling at a flea market. ” That flea market booth soon grew into a 7, 000 square foot vintage warehouse in LA, and within a few years, Shareen had expanded to New York City. In spite of her success, Shareen’s location on West 17th Street is one of the best-kept secrets in Manhattan. Hidden away on the second floor of an old walk-up, the only sign of its existence is a red dress hanging from the fire escape, and sometimes—like the day I visited—not even that. Fortunately, a friendly employee from the salon next door pointed me in the right direction, but if I had not been in the know, I would have missed Shareen entirely. This secret location may seem like a bad business decision, but it is actually one of the keys to Shareen’s success. Her stores have always fostered a sense of exclusivity, and Shareen told me that her warehouse, especially in the early days, was not only the hottest vintage store in LA, but also a gathering place for a society of hip young women. “It was a crazy, fun secret, ” she told me. “No one knew where they were getting their vintage. ”Because there are no dressing rooms at Shareen—women change out in the open—both store locations have the same “no boys allowed” policy. But the resemblance between Shareen’s two stores ends there. While the LA warehouse is constantly buzzing with youthful energy, the New York location has a quiet, sophisticated feel that caters to a slightly older crowd. The reason for the difference, Shareen explained, is that by 2009, many of her original customers at the LA warehouse were now young professionals living in New York City. “They told me there was nothing like Shareen in the city, ” she said, “so I decided to test the waters. ” She opened a shop in a train station parking lot on Long Island, above an auto shop. “People like Ivanka Trump would get off the train, ” she told me, laughing, “and walk into this auto shop with their dogs and babies and everything. ” But after a while, the trip to Long Island became exhausting, and Shareen decided to open a location in the city. “It was kind of a secret, ” she said. “I had no money for a sign, so I put the red dress out on the fire escape. ”Though she did not put much effort into the store’s exterior, Shareen transformed the inside. The former apartment is now an elegant retail space, filled with ornate mirrors and old-fashioned couches, and yet it still manages to feel warm and welcoming. One large room is devoted entirely to wedding dresses, while another two rooms are filled with vintage clothing of all kinds, from evening gowns to 1950s prom dresses. When I asked Shareen about the bridal section, she told me that the store is in the process of transitioning. “A lot of my clients are starting to get married, ” she told me, “but they don’t want to look like traditional brides. ” These young women, many of whom get married in unorthodox venues—upstate farms, Brooklyn lofts, and Manhattan rooftops—are looking for unique dresses that will express their personalities. Over the past few years, the demand for these “indie wedding dresses” has grown so much that Shareen predicts that the store may soon be entirely bridal. “A year ago, we were half bridal and half vintage, and now it’s more like seventy-thirty, ” Shareen told me. “We’re double-booked on the weekends with brides. ”The New York location may be transitioning into bridal wear, but Shareen insisted that the store will not abandon its vintage roots. Along with her bridal collection, which is all under $2, 000, many of the wedding dresses for sale in the store are reworked vintage. Shareen added that her collection is designed to flatter all kinds of body types, to celebrate women rather than inhibit them. She always tells her brides, “I want to see you looking beautiful, not you in a beautiful dress. ”