By Tabitha Santorelli
Hila Shtork Zigdon is on the hunt for another New York location for ZCRAVE, her online e-tailer popular with chic women on a budget. ZCRAVE opened its first brick-and-mortar location on New York’s fashionable Madison Avenue last year. “The 1281 Madison location is doing great. We’re very happy with how shoppers have embraced it,” says Shtork Zigdon. The shop has been become a particular favorite among Gen-Xers and mature women, which is why it features more of the brand’s conservative styles.
For the new shop, Shtork Zigdon aims to appeal to younger ZCRAVErs. She and her team envision it to be more of a concept store with a cocktail bar. They are focusing their search in NYC’s Soho area. “There are so many vacancies in prime locations around Soho but the prices have gone up dramatically from last year,” she explains.
The rise in rents may be hard to swallow but Shtork Zigdon sees it as a good sign. “It is a clear indication that shopping is back in New York!”
Hila Shtork Zigdon was born and raised in Tel Aviv, Israel. She began her apparel career working for athletic brands Nike, Puma and Umbro. She launched ZCRAVE online in 2017 but always dreamed of opening a real-life trendy fashion boutique. And where else but in New York, the best city in the world? “The culture, the smell of the subway, and the party atmosphere cannot be matched,” Shtork Zigdon ruminates.
She’s most excited to be able to host soirees again! “We had to cancel three big sample sales events at the Madison store because of the pandemic. Everything works for a reason, though. Our next big event will be three times as big!”
Therein lies Shtork Zigdon’s strategy for success. She doesn’t allow obstacles to impede her. She counters challenges with even bigger goals. “We found our winning strategy by scouting out the very latest in couture and negotiating with manufacturers to offer them at down-to-earth prices. We then curate all the pieces to make it easy for our discerning clientele to determine what they need most to complete their own collections.”
Some of the popular offerings at ZCRAVE this season are the So Liberty cocktail dress made of black and white feathers and floor-length tassels and the Picasso-inspired F3TISH streamlined fit double-breasted blazer with peak lapels and matching crepe pants set . Prints with hot pink, yellows and lime colors are also very popular among shoppers and celebs like pop singers Ciara and Christina Milian who have been spotted sporting ZCRAVE this winter. Another fan is actress Bella Thorne, who models ZCRAVE’s winter collection. In fact, ZCRAVE shot the campaign at Thorne’s Los Angeles home.
“I plan to invite them all to the grand opening of the new store,” says Shtork Zigdon. Of course, for that, she knows she’ll need to find a large space. “Oh yes, a large shop is essential,” she agrees. “Not only for party and showroom space, but for storage. I understand space comes at a premium in New York, especially downtown, but it’s a necessity.”
“Similar to style and fashion,” she adds. “Looking one’s best these days is not a luxury; it’s paramount. We can’t afford not to.”
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