Sales & Shopping

May 16, 2007

store openings jewelry new york

Just Opened

Just Opened: In God We Trust, SoHo

A Brooklyn favorite makes its debut in the big city.

A Brooklyn favorite makes its debut in the big city. By Loryn Hatch

When word spread that Shana Tabor was setting up a second In God We Trust in NYC's most popular shopping district, the general reaction sat somewhere between disbelief and euphoria. Fans of the Brooklyn shop, one of Williamsburg's not-so-quiet secrets, will know why. Nestled into a shady nook on Wythe Avenue, the tiny landmark has the feel of a long-standing institution—a homegrown presence that reflects and even defines the character of the neighborhood. Though the consensus supported the move, many couldn't help but wonder: Would the shop fit in with its swanky SoHo and NoLIta neighbors? And would anything be lost in translation?

A step into the larger, light-infused In God We Trust instantly quells any concerns. The curiosity/antique shop essence of the Brooklyn store pervades the new space with vintage wooden chairs, taxidermy, and large weathered trunks arranged in a charmingly haphazard way. Ornate mirrors hang along the walls, and stately red drapes create a warm environment ripe for shuffling through the discrete collection of indie labels, including the store's own men's and women's lines. "I love all the designers we carry. They are operating on a similar plane as In God We Trust, and I like that I can have a personal relationship with them," Tabor explains. Closet-like racks hold clothes and accessories by Ritten House, Shennan, Kristen Coates, Beard and Bangs, Harvey Hats, M. Carter, and Shara Porter—designers with a homespun aesthetic much like Tabor's. And as for the much-loved In God We Trust jewelry collection, that can be found in one of two glass cases holding the classic charm-inspired favorites, as well as a brighter, slightly bolder collection Tabor has dubbed Bon Voyage.

It's easy to see that if anything, the move from the quiet streets of Brooklyn on into the bustle of Manhattan has only brought out the best in In God We Trust, a fact that Tabor says friends and longtime fans agree upon. "At first everyone was afraid I would close the Brooklyn store, but that's where my studio is and that's my baby," she says. "Since then I've been surprised at how many people come to the new store and ask about the other, or even already just know about it…It makes me feel good that all my hard work has been appreciated."

In God We Trust, 265 Lafayette Street (between Spring and Prince streets); 212-966-9010.

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