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C. Wonder Opens in New York City

C. Wonder necklace.

C. Wonder, the new store concept from a founder of Tory Burch, is launching its flagship location at 72 Prince Street in New York City on Saturday, October 22. (The first of many outposts across the country.) And it’s going to blow you away.

The new venture from Chris Burch, Tory’s ex and co-founder of her label, is a lifestyle store that aims to bring the comfort and specialness of a boutique to a mass level. Mostly everything in the store—plates illustrated with cutesy dogs, oxford button downs with silk collars, flowery stationery—is priced between $25 and $200. But it feels more like a one-off corner boutique than a far-reaching retailer akin to a J.Crew or Banana Republic.

Other than the low-ish prices and the unabashedly preppy vibe—there’s more paisley and primary colors than Brooks Brothers—Burch hopes C. Wonder’s customer service and techy vibe will differentiate the chain from its competitors.

Not only will you be able to monogram or engrave nearly everything in the store—Breton tops, leather belts, leopard-print bags—you can customize the music and lighting in your dressing room. Even make a purchase via your iPhone.

For holiday, we’re excited for the DIY collection—a collaboration with Erica Domesek from P.S. I Made This—that includes a kit to design your own wine bags and another to make stationery.

If there’s not a C. Wonder location opening in your area just yet, make sure to sign up for website notifications. The e-commerce shop— Cwonder.com—is opening soon.


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