Sales & Shopping

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• March 20, 2007
• Shops We Love

Shops We Love: Honey in the Rough

The Lower East Side gets a little sweeter with a new arrival on Rivington.

By Kirsten Fleming

It's an auspicious start when your shop gets a favorable nod in Lucky magazine two weeks before there's even an OPEN sign hung on the door. That's what happened when Italian jewelers losselliani credited Ashley Hanosh's Lower Eastside boutique, Honey in the Rough, in the magazine's January's issue.

"People were calling me, and I was so surprised. I just said, oh, we're actually not even open yet," says Hanosh, a former makeup artist.

But one sizeable press credit a successful shop does not make. Add to that, however, the unlikely mixture of hot and playful contemporary dresses, 1940s inspired makeup by Besame (an applications by the proprietor herself), a visiting eyebrow guru, and a full line of beauty services, and you have a potent retail cocktail worth a whirl.

"I wanted to have a comfortable place where girls can get completely ready for a hot date from getting their makeup done to picking out a dress," says Hanosh of her public boudoir.

Named after Hanosh's nickname, which means "charming rascal," Honey lives up to its moniker in both spirit and wares. Minus the big hair, plus all the sass and mirth, Hanosh has curated an urban version of Truvie's Salon in Steel Magnolias and laquered it with a layer of cool.

With exposed brick, dark cabinetry, and warm accents, the narrow space showcases frocks by an impressive roster of designers like Samantha Pleet, Senada Theory, Mociun, and the crown jewel, Tsumori Chisato. "She's my ultimate favorite," says Hanosh. "It was a huge accomplishment to get her in my store." Honey's even got a gal covered with non-utilitarian lingerie from Buttress and Snatch, a collection designed by a former cabaret costumer.

Despite its novel concept, Honey in the Rough is a feminine throwback but without the conventions of yesteryear. "It's sexy, filthy, and fun without airs," says Hanosh.

Honey in the Rough, 161 Rivington Street (between Clinton and Suffolk), 212-228-6415. For more information, go to www.honeyintherough.com.

The Lower East Side gets a little sweeter with a new arrival on Rivington.