Spend a couple of many years on the helm of Dior Magnificence public relations, a globe-trotting gig that entailed wrangling spokes-royalty Sharon Stone and Charlize Theron, and also you develop a discerning eye for miracle crèmes and luxe lipsticks. No surprise Dianne Vavra knew precisely what she needed to inventory in her new Huntington, LI, boutique.
Opened in March, Vavra New York is already attracting a various, dialed-in buyer base due to its magnificence assortment — a curated mixture of cult fragrances, clear skin-care merchandise and a smattering of make-up.
“I’m getting men and women who actually love discovering new manufacturers,” says Vavra, a local New Yorker who spent her formative teen years on the Higher East Aspect. “I had a man are available in the present day and buy three Ilona Magnificence Budapest Cocktail masks and Kari Gran sunscreen for a visit he’s taking to Portugal.”
Different greatest sellers? “Flora Mirabilis face oil is the No. 1 hostess reward, by far,” Vavra notes. “The packaging is attractive.” She’s needed to reorder Winnøw Clear By Design, a CBD-fueled face cream, twice, and has a waitlist for Soma Ayurvedic Jasmine Physique Oil and Ashlie Johnson Darkish Rose Physique Scrub on backorder. One breakout hit Vavra wasn’t anticipating is Aleph, a New Zealand-based make-up model for which she’s the only US retailer.
“I wasn’t certain how it could do, provided that it’s probably not recognized right here,” she says. “However each single one that enters the store purchases not less than one piece. It’s simple to use, multipurpose, sustainable, vegan and gluten-free.”
The boutique has additionally develop into the go-to spot for classic equipment, from a killer bejeweled cuff to a gently cherished Chanel bag. And that “treasure chest” crammed with $10 trinkets? It’s blowing up on TikTok.
Although Vavra continues to do p.r. for a handful of manufacturers underneath the banner of Highlight Magnificence, and sells her personal Le Trench coats at Vavra New York, she’s totally loving her new life as a shopkeeper.
“It’s an honor to be thought-about a useful resource in spite of everything my years within the business, seeing and making an attempt every part,” she says. “I solely carry manufacturers I do know inside out and personally love, and it’s so enjoyable to see individuals’s eyes gentle up.”