Commit a couple many years at the helm of Dior Magnificence general public relations, a globe-trotting gig that entailed wrangling spokes-royalty Sharon Stone and Charlize Theron, and you create a discerning eye for wonder crèmes and luxe lipsticks. No wonder Dianne Vavra knew precisely what she needed to inventory in her new Huntington, LI, boutique.
Opened in March, Vavra New York is now attracting a diverse, dialed-in buyer foundation many thanks to its splendor assortment — a curated combine of cult fragrances, clear skin-treatment items and a smattering of make-up.
“I’m obtaining females and adult males who definitely really like getting new models,” claims Vavra, a indigenous New Yorker who used her formative teen a long time on the Upper East Aspect. “I experienced a man appear in nowadays and obtain three Ilona Natural beauty Budapest Cocktail masks and Kari Gran sunscreen for a excursion he’s having to Portugal.”
Other best sellers? “Flora Mirabilis deal with oil is the No. 1 hostess present, by far,” Vavra notes. “The packaging is beautiful.” She’s experienced to reorder Winnøw Thoroughly clean By Structure, a CBD-fueled experience product, 2 times, and has a waitlist for Soma Ayurvedic Jasmine Human body Oil and Ashlie Johnson Darkish Rose Physique Scrub on backorder. A single breakout strike Vavra wasn’t anticipating is Aleph, a New Zealand-based mostly make-up model for which she’s the sole US retailer.
“I was not sure how it would do, given that it is not definitely known here,” she suggests. “But every single solitary human being who enters the shop buys at least one particular piece. It’s easy to use, multipurpose, sustainable, vegan and gluten-cost-free.”
The boutique has also develop into the go-to spot for classic accessories, from a killer bejeweled cuff to a carefully loved Chanel bag. And that “treasure chest” loaded with $10 trinkets? It’s blowing up on TikTok.
Although Vavra carries on to do p.r. for a handful of manufacturers under the banner of Highlight Natural beauty, and sells her individual Le Trench coats at Vavra New York, she’s totally loving her new lifetime as a shopkeeper.
“It’s an honor to be viewed as a source immediately after all my several years in the business, observing and attempting all the things,” she suggests. “I only carry brands I know inside out and individually adore, and it is so pleasurable to see people’s eyes light up.”