Pictured from left to right: Harrison (brother-in-law), Catie (sister), me, Ellen (best friend)
More often than not, people are quite surprised to learn that I am one of the owners of 17th St (honestly, myself included). I am usually carrying a non-branded tote and wearing anything from pleated work pants to a pair of BDG denim from my days at Urban Outfitters in college. Although it would be cool to tap into a Miranda Priestly persona, it doesn't quite fit me (or the store). The reality is, we don't follow the rules of traditional luxury. The very things that surprise people are purposeful - they make us different, personable, and trustworthy. A first-time customer cannot go into a store of one of our competitors and try on the newest coats with the owner. We are a young business in the heart of NYC, so standard isn't an option. Sure, our prices and inventory may be enough to make ends meet as an established store, but we'd be selling ourselves and our community short.
Luxury has changed, and we're part of that shift. Traditionally, luxury was about fitting into a mold. We're not rejecting this traditional ideal, but redefining it. Now, the focus is access, individuality, and personal style. We're not just selling bags, we're selling and creating a community experience. Our individuality helps us connect better with our customers. The formal, hoity-toity as my southern mom would say, shopping experience is intimidating for the first time designer bag shopper. Formality doesn't always mean trust, but I find that knowledge and human connection do. Sure, I could argue the other end-this is all my opinion-but it's something I strongly believe is a key attribute in setting us apart from other luxury stores. I would much rather someone feel comfortable stopping in on their lunch break to see the new pieces for the day, chat, and ask questions, than feel too intimidated to walk in.
We're not here to fit into luxury, but to make it feel like yours. Who doesn't love the rush of finding a good deal? 17th St is a curated experience, but it's not intimidating. If you want to discuss the purchase of your next Birkin and the type of leather, stitching, hardware, year, etc., I'll slide on some gloves and we can look at the options. If you're shopping alone and need an honest, friend-like opinion on your next bag under $300, let's do some try ons. It's high-end, but still human.
Thank you for reading! If you would like to hear more about anything behind the scenes, sourcing, my experience, or have questions - leave me a comment below!
I love you all.
Alex Kuralt
5 comments
Alex,
What a well written blog; luxury meets 21st century. You and your team constantly give back to the (fashion & neighborly) community. Thank you, to you all, for this concept in the heart of NYC.
Regards,
SM. Redding
———
17th St replied:
Hi SM,
Thank you so much! I am so glad you enjoyed reading. We are always trying to adapt, move with the trends, and put out content that people will enjoy. I appreciate you taking the time to read and letting me know what you think!
Best,
Alex k
I love your article!! Thank you. Wishing you all the best with your endeavor. I look forward to visiting your store.
———
17th St replied:
Hi Rene! Thank you for taking the time to read and comment! I am so glad you like it. We look forward to having you visit one day!
I came upon your socials by happenstance and I find it so fun and refreshing to see how you and your people enjoy these beautiful pieces! I wish you all the best and am sending you good juju from the middle of the country✨
———
17th St replied:
Hi Becky! We do have a lot of fun! I am glad it shows and that you enjoy watching! It is honestly crazy for me to think we are reaching people from all over the country (and world)!! Thank you for your response and thank you 10000x for your support!
Best,
Alex k
I spent a 40 year career in luxury retail.
I started out in fashion (I am skilled in couture sewing technique) and have experience in every category- apparel, handbags and accessories, menswear, you name it. I transitioned into fine jewelry and timepieces, retiring several years ago. As an addict, I continue to explore and shop, and discovering you and your cute, young staff on social media has been my favorite obsession. Thank you for bringing freshness and fun to the industry.
Wishing you beautiful abundance!
———
17th St replied:
Hi Joyce! It’s so cool that you have experience in different fashion categories! I am sure you have acquired an immense amount of knowledge and incredible experience through the years. I feel so fortunate to have your support! Thank you for your sharing and being a part of our 17th St family.
Best,
Alex K
My husband and I found your store by accident as we were exiting Lillies across the street. Walking into the store, we immediately felt comfortable. The staff were friendly and welcoming without us feeling like they thought we shouldn’t be there. We were dressed very causally with jeans, sneakers and puff jackets and I was carrying my $60 crossbody bag (no designer on us at all). We asked to look at a LV duffle and it was immediately brought down to us. Needless to say within 5 minutes we purchased the bag and left it to get shipped since we didn’t want to carry it the rest of the night. The experience was friendly casual and easy. Thank you to you and your staff. We are now lifelong customers. My husband went back and bought another item for me and I recommend your store to all my friends.
———
17th St replied:
Hi Nanci,
I love to hear this! You have no idea how much it means to me. It is so important to me to create a space that is welcoming to everyone. Luxury should feel approachable and accessible. I’m so glad you all found a great piece (and that you found us by accident – that is the best discovery)! We can’t wait to have you back. Thank you so much for sharing.
Best,
Alex K
Leave a comment