Pink popsicles, bedazzled flip flops, and a bottle of SPF 50: the NYC label’s new charm bar takes us back to the playful summer days of childhood.
All photography by Eric Helgas
To a child, the months of June, July, and August are pure magic. More than a season, the summer means trading pop quizzes for popsicles, swimming until your fingers prune, sharing secrets at sleepaway camp, and filling the family fridge with dripping watercolours. It’s the sound of the ice cream truck getting louder and louder as it nears your street, the smell of sunscreen, and the salty aftertaste of the sea. It’s endless time with your sister, forgetting what day of the week it is, flip flop tan lines, bubbles and scented markers and arts and crafts. It’s a period of endless creativity, of limitless imagination.
A decade and a half later, sticking to strangers on a sweaty London tube, I find myself doing whatever I can to capture the sunshine of those picture-perfect schools-out summers. And while scrolling aimlessly on my phone, Susan Alexandra’s bright and playful charms stop me in my tracks. They are just what I didn’t know I was looking for.
Founded in 2014 by Susan Korn, Susan Alexandra brings colour to even the darkest days — and the optimism of a childhood summer to even the most dreadful commutes. What began as a bedroom business has grown over the past decade into a cult-favourite, go-to spot for beaded handbags and cheeky accessories — synonymous with adding cheer to the monotony of the day-to-day. Based in New York with the happiest flagship in the city, the label is truly where dreams come true and imagination runs wild.
And now, we can embrace our inner childlike creativity even further, with the introduction of the charm bar: a gorgeous in-store activation that lets customers design their own one-of-a-kind piece. We caught up with the designer all about it.
Read the interview…
When you started your brand a decade ago, what was your initial idea, goal, or mission statement?
To create colourful, joyful, funny pieces in a sea of very serious greys and blacks.
How have things evolved since then to become the Susan Alexandra we know today?
I don’t think I had the audacity to even dream that I could create the things and do the things that we do today. I have always been a very good manifester, but I have done things that I didn’t even dare to manifest!
You place such a wonderful emphasis on joy and play. What connection between fashion and mood have you seen through your customers?
People have such a strong emotional response to pieces. People are moved, touched, inspired. I think when you can elicit an emotional response, you have really stumbled into something that is more than fashion, more than an inanimate object. We are striving to create pieces that stay with you and are passed down to future generations.
For you personally, what is the importance of ensuring the majority of your products are made in New York? How do you accomplish this?
It is a personal mission to create opportunities and jobs for as many people in my community as possible.
We love the new charm bar! What inspired this?
Our bestseller the past few years has been our “make-your-own” charm jewellery program. When I opened the store, we were focused on bags and built the store around them, with special niches designed to fit their height and width. After reviewing the trend in our customers buying habits, it made sense to shift the store accordingly. I knew I wanted a “buffet” style experience where you can come in, pick any charm your heart desires and make it on the spot. We made a custom piece of furniture and continued the tile motif. I found this amazing artist via Instagram, he tiled the entire back yard for Ellen Dusen of Dusen Dusen and it took my breath away. I DM’d him and loved him instantly. He brought another person, Wally, into the mix and within a month, they began working on this charm bar out of a dream.
How does it fit into your existing product offerings and the overall in-store experience?
It makes the store feel so joyful. It’s really a work of art in itself, I invite people to stop by just to check it out and admire all the details!
Is there a particular charm that’s your favourite? (I love the cheese!)
I love the cheese! I really love the little fish with its rhinestone eye. The flip flop sandal is so fun…I love the chihuahua, the bagel, the potato, the pickle… I have a hard time choosing favourites!
Anything else on the horizon?
Hopefully continuing to expand our universe! Also, a big NYFW show in September!
