For nearly a decade, a small group of stylish vintage shoppers have been going to a hidden store in the mostly empty East Broadway mall in Chinatown to find some of the city’s best secondhand pieces. In a red-draped room with an iconic heart-shaped doorway, fashion lovers could find almost anything, from artisanal Margiela to rare Marc Le Bihan, and of course, no NYC vintage shop would be complete without a solid selection of Jean Paul Gaultier. Slowly but steadily, James Veloria—founded by Collin James Weber and Brandon Veloria Giordano, first online in 2014, then in person in 2017, and eventually in partnership with A Current Affair in LA—built a name for itself in a rapidly growing secondhand scene. Now, its owners have said goodbye to the original store that became a cult favorite, but they aren’t going far. They’ve moved to Henry Street, and according to them, James Veloria 2.0 will be the chapter of their lives they’ve always dreamed of.Photo: Aidan DoyleThough not officially open yet, things at the new location are already off to a strong start. Over the weekend during New York Fashion Week, there was a soft opening for customers to get a sneak peek—and to reassure the community that, at first glance, not much has changed. During the cocktail event on Friday night, the space was buzzing with shoppers, friends, and others. Weber was behind the register helping customers while a line had already formed for the dressing rooms.Software engineer and designer Patricia Torvalds had an armful of vintage Gucci and a Junya Watanabe prairie dress and was ready to spend some rollover credit from the original location. One customer came out from behind the curtain in a blush Alaïa dress while another tried on a cropped PVC Valentino jacket, and the crowd of fellow shoppers urged them to buy it. “I just moved back from LA and it’s so great to have this family again,” said photographer Aidan Doyle.Photo: Aidan DoylePhoto: Aidan DoyleWhen I met up with Weber and Giordano in early August, the place was still pretty bare, but over a few short weeks, it has transformed from unfinished gray walls to a near-perfect recreation of the original. It’s heartwarming to see that the store that became such a staple in the neighborhood has lost none of its original charm—literally, they could never open a new location without bringing the heart wall with them. “I feel like a playhouse is such a key idea; we try to make it feel like you’re playing dress up at home,” says Giordano.The heart wall in progress.
Photo: Aidan DoyleHowever, that doesn’t mean there won’t be anything new. In fact, the new space began with a crayon drawing of what their dream house would look like, and Davis Owen and Irene Chung of O-N architects have worked to make it happen. The two-story space allows the business to expand in ways that weren’t possible before. While the upstairs remains for shopping, the downstairs, which will house more of the “grail” items, has been turned into a rental studio. The store will also feature work from friends, from curated DVD selections by longtime friend and stylist Ashley Abtahie to limited runs of reworked T-shirts. Most importantly, James Veloria will take its biggest step yet, introducing an in-house line of upcycled clothing. “We have always planned to do it, but then in ten years or so there was never any time running a business,” says Giordano. To top it all off, the two commissioned a mural from artist Drake Carr of all their past employees. At James Veloria, community will always be key.

Frequently Asked Questions
FAQs James Veloria Has Moved Downtown

Beginner Questions

What is James Veloria
Its a vintage clothing store in New York City known for curated designer and vintage pieces

Where did James Veloria move to
The store moved from its old location to a new spot downtown

Why did James Veloria move downtown
To get more space and be closer to the heart of the citys shopping scene

What does the same heart mean
It means the store kept its original vibe style and community feel

What is the heart wall
Its the stores signature wall of heart decorations that customers love to take photos with

Did the heart wall move with the store
Yes the heart wall made the move and is still part of the shop

Is the new location easy to get to
Yes its downtown so its close to major subway lines and walkable streets

Do they still sell the same things
Yes the selection of vintage and designer clothing is the same

Are the prices the same
Yes pricing hasnt changed because of the move

Can I still take photos at the heart wall
Yes the heart wall is still there for photos

Intermediate Questions

What are the benefits of the new downtown location
More foot traffic bigger space and easier access for shoppers and tourists

Has the stores style or brand changed
No the store keeps the same curated aesthetic and focus on vintage designer pieces

Is the new store bigger than the old one
Yes the downtown space offers more room for displays and inventory

What are common problems customers had at the old location
Crowding limited space and harder access for some shoppers

How does the heart wall fit into the stores brand
Its a recognizable symbol that makes the shop memorable and photofriendly

Do they still host events or popups
Yes the store continues to host events now in a larger space

What tips help firsttime visitors
Check store hours follow them on social media for drops and go early to avoid crowds

Is the inventory different at the new location
The inventory style is the same but the bigger space means more items on display

How does the move affect regular customers
They get the same