NEW YORK — Mati Bracha, like her boutique, is a fluid blend of art and fashion.
Private Collection New York, just three months old, is Bracha’s boutique on tree-lined Ninth Street in the East Village. The 500-square-foot space is home to about seven collections, all hailing from Bracha’s homeland, Israel.
“Israeli designers are very creative and innovative,” said Bracha, a designer herself and former fine arts teacher, one morning before opening the doors to her shop. “If you go to other stores, you find the same styles, which, in my opinion, is boring.”
The shop is like a gallery, and Bracha plays the part of the proud and knowing curator. Neatly hung pants, dresses and tops line an exposed brick wall. Track lighting is cocked slightly to highlight the intricate detailing and embellishments on flowing frocks. Jewelry is displayed on vases, and tights are housed in an antique wooden trunk.
Bracha moved here two-and-a-half years ago from Israel with her husband after he completed his tour in the Israeli army. In Israel, she had been designing an eponymous tops collection, but after arriving here, she spent less time on her own line and focused more on creating a home for thriving Israeli designers. For fall, however, she hopes to add her collection to the mix.
“I looked for the really big names in Israel. No one carries them here,” she said.
Israeli designers, Bracha said, take their inspiration from their culture and their travels, so it’s not surprising to see Russian, African and Asian influences. Sasson Kedem, one of the collections found at Private Collection New York, has a Japanese aesthetic. The lines are clean, pieces are sculptural, and black and white appear frequently. “He understands women like only a man can,” Bracha said, fingering a pair of draped pants. The collection, like every other in the boutique, retails between $75 and $600.
Lou Lou Liam is a trendier line with lots of sparkle and embellishment. “Younger customers love this collection,” Bracha said, and after a pause added, “but mothers and daughters both love this collection.”
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Sigal Dekel is “the Israeli brand,” according to Bracha. “She is inspired by the Jewish religion, so it’s very traditional.” Traditional, yes, but the collection is infused with updated fabrics and cuts. Long skirts are fashion-forward and feminine.
Bracha said business has been “great so far,” and expects to bring in between $400,000 and $500,000 in retail sales in the first year.
The East Village, home to a blend of ethnicities, provides the perfect backdrop for the boutique. “Mostly, customers are from the neighborhood and they’re just looking for something new and unique,” Bracha said. “The reaction has been fantastic. I think people are really thirsting for something new.”