124 Ludlow St.
New York, NY 10002
Owners Jackie Atkins and Jeannie Goldman left jobs as a wardrobe stylist and at Stella McCartney, respectively, to open Plum. In November, their dream was realized: emerging, independent, and hard-to-find designers from all over the country collected in a non-pretentious setting. A lot of shoppers have dreamed of this, too. The store is sectioned by designer, which is unusual for a small shop, but extremely logical, especially since they carry whole collections. Designersa names are displayed on plaques above each collection, which fits the Victorian-feeling, tin-ceilinged space well. By aPluma, these women mean athe besta (customized bags and denim are available) but clothing prices only occasionally surpass the $250 mark, and are usually well below (jewelry is around $40-$100).


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