It’s no secret that opening a new small business on the Upper East Side is a daunting task, and to not only survive the tough economic conditions, but also find their niche in a crowded market — well, that’s something special that deserves to be celebrated. That’s why The Niche Shop is holding eight days of giveaways ahead of the influencer-curated vintage and secondhand clothing shop’s one-year anniversary.
The Niche Shop opened its doors at 311 East 81st Street, between First and Second Avenues, last April 1st — but it was certainly no April Fools Day joke.
“My thought in opening was that we would fill a bit of a void that I think the neighborhood has and a year later, I think that that couldn’t be more true,” explained owner Nichole Sesti, a six-year resident of the Upper East Side, “People seem to think the same thing.”
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“I got my first pair of vintage Levi’s and they are like the sisterhood of the traveling pants for me,” said Shanna Rittberg, an Upper East Side resident and customer of The Niche Shop, adding “Great vibe great clothes great staff!”
A passion project for New York City social media guru and style influencer — better known as @NYCNichole to her 18,000 followers on Instagram — The Niche Shop draws in customers from across Manhattan, with some even making the trip from Brooklyn to pick up a vintage piece curated by Sesti.
“I opened this so that people in our neighborhood wouldn’t have to go to Brooklyn or the Lower East Side, and to hear people that are coming up to the Upper East Side to shop, I like to think that we’re doing our part and making the UES a destination for other people to come visit,” she explained.
“You feel like when you find something there, it is one of a kind and that you won’t see multiples of it elsewhere. Which sometimes happens when shopping at larger chain stores,” said Lyndsi Turner, a customer who hails from the Upper East Side.
When not at the UES store, Nichole is busy traveling to thrift stores across the Tri-state — and beyond — to acquire each and every piece of vintage or secondhand clothing that will be on display, documenting her hauls on social media, even the difficult and stressful encounters she’s endured while purchasing new inventory.
There is no consignment at the The Niche Shop, so you know for sure everything has been hand-selected by Sesti, who says that’s what makes her store much different than other businesses.
As well as the fact that sustainability is central in her mission to give unwanted clothes new life, while keeping them affordable to her customers.
“Nichole is an absolute joy and pleasure, and embodies exactly what makes the Upper East Side as special as it is,” said Julie Wolvek, founder of the popular UES Girls Instagram account, “The Niche Shop is a treasure trove of ultra chic and affordable secondhand clothing, and also leverages the idea of eco-conscious and sustainable shopping.”
“What I love is that we’ve been able to save, essentially, 8,000 items from a landfill and give it a new life and give it a new home — especially here on the Upper East Side,” Nichole said, “I think that’s super special and super impactful.”
To celebrate its one year anniversary, The Niche Shop is partnering with local businesses, including 7th Street Burger, Padoca Bakery, Madame Bonte Cafe, Bespoke Brows, Designer Revival and Upper East Site for eight days of giveaways. Prizes include free food, services, gift cards and in our case, two one-year-long All Access subscriptions to Upper East Site.
Details on each giveaway can be found on The Niche Shop’s social media accounts, which also reveals the details of the free three-hour long birthday party at the store Nichole has planned for this Friday night, March 31st, starting at 6:00 pm.
“We’ll be doing embroidery on really any items,” Nichole explained, “Aly from from The Untrend Shop does chainstitch embroidery and she will be here.”
Embroidery will be free on one item purchased at The Niche Shop during the party, with those who purchase a $45 VIP ticket in advance taking priority. VIPs will also receive $30 credit towards their purchase Friday night, as well as a free limited edition The Niche Shop tote bag.
“We’ll have 7th Street burger too,” Nichole says, “we’ll be handing out free burgers and banana pudding.”
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While this week will be filled with celebration, getting to this point was no easy task for Nichole, who says she, frankly, had to learn how to run a business.
“I’ve worked in retail previously, but for me, it’s just everything is a whole new experience,” the first time business owner told Upper East Site, such as “how to run a retail shop and specifically, the ins-and-outs of hiring and learning how to merchandise.”
Of course, couldn’t talk to Nichole about The Niche Shop without asking her what styles will be hot this spring and summer — the popular fashion influencer shared a few trends that she expects to be big.
“I always think color is in, so we have so much colorful everything — but I work really hard to keep all of our vintage Coach bags and vintage Dooney & Bourke bags stocked, so I think those are gonna be hot ticket items,” Nichole said, adding that she thinks the upcycled denim maxi skirts that are soon coming to The Niche Shop will be top sellers.
“The Niche Shop is one of my favorite go to vintage shops,” explained influencer Nik Pollina, “There is nowhere in New York that has the same balance of stylish trendy clothes for affordable prices. “
For all her hard work, Nichole doesn’t take any of the success for granted.
“Being able to give back where we can — whether it be through donations or the food drive we did for the community pantry — community is very important to us and we love where we are, and being able to foster that and do what we can has just been super important to me.”
If you cant make it to the brick-and-mortar store in person, Nichole has made it easy to peruse The Niche Shop’s inventory from the comfort of you own home, just visit TheNicheShop.co.
Editor’s Disclosure: While Upper East Site is partnering with The Niche Shop for a giveaway planned for April 1, 2023, our participation in that promotion is unrelated to, and had no impact upon, our editorial decision to report the store’s first anniversary celebration, which is a significant achievement for any first-time business owner, much less a notable one.
Additionally, Upper East Site was not at any point offered, nor did it receive, any compensation or special consideration for publication of this article.
Upper East Site strictly adheres to a comprehensive ethics policy, published on our website, that requires these important details be disclosed because they may validly affect a reader’s judgment of our credibility.
