How do you balance having a full time job, starting a business, and having a family in Brooklyn? For the answer, visit Greenpoint’s newest lifestyle store Elionne (71 West St), where local fashion designer and momtrepreneur Huong Pham shares the things she loves with hope that others will find as much joy and comfort in them as well. With a focus on local products, indie makers, and emerging designers from around the world, the carefully curated selection of clothes, homeware, books, and art inspires you to create your own soul nourishing environment.
With a bright and airy aesthetic, the space has been tastefully put together with the help of a small cadre of talented friends and family. From the hand-built 20′ table by her designer friend Josh Farley to art work by Huong’s husband Jeremy Lawson, there are touches of laborious love everywhere.
As a young college student in Melbourne, Australia Huong got her first taste of success when at 19, she made cargo pants and tops for a designer concept store, which ended up selling out in two weeks and the orders kept coming in. She expanded to more stores and ended up establishing her own line while still in school. At 21 years old, she was invited to Sydney Fashion Week, and had her own shows. She finished college and jumped right into running her own brand in her own shop. Life in NYC is different from what it was back then – she is married with two kids, working full time for a different label. And yet, she says “There’s something inside me that keeps drawing me to having a shop and creating a special place, seeing someone try on a dress and it making them feel good, seeing the expression on their faces, it just makes me happy.”
Happiness is finding beauty in the everyday or as Konmari-ers might say, what sparks joy. Here, you don’t discard but you discover through the discerning eyes of Huong – “I love creating and crafting so most the books focus on crafts or cooking or gardening. I find these areas very calming and meditative and helpful for New Yorkers who are constantly on the go, we are all looking for that quiet and restful time and for me these areas have really helped so I offer these resources at the shop.”
Like Hudson Naturals’ hand-cut and wrapped soaps. “They smell unbelievable and the candles are one of our best sellers. Her bubble bath and coffee scrubs are my favorite for ‘me time’ with a glass of red.”
Having a brick & mortar store isn’t easy these days but it’s still the only way we can have that sense of community and real life interactions that online shopping doesn’t offer. “I would love for Elionne to become a neighborhood store, to get to know the locals by name and for people to feel comfortable to browse and stay for a chat. I’ve been so many awesome customers already and it’s just the beginning,” says Huong.
Having a physical storefront and space is about making that personal connection, experiencing a space, being part of a neighborhood and a community. In that spirit, Elionne will also be hosting workshops by different artisans and crafters. Follow @elionne.boutique to stay updated on upcoming workshops and activities. Mention Greenpointers and get 10% off!
Elionne is home to emerging designers from around the world, we seek out their unique stories and welcome their craftsmanship and attention to detail. Showcasing a beautifully curated assortment of clothing, home and books.
At Elionne we love meeting our customers the most and we have already met so many wonderful neighbors and locals, as well as far flung travelers. The stories you tell us are most treasured and the stories we hope to share with you, is what makes this experience worthwhile.
Thank you Elionne for supporting Greenpointers and sponsoring this article!