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It's no party running a nightclub

BY FARNOOSH TORABI | SPECIAL TO amNEWYORK

April 24, 2006

With 3-inch stilettos strapped to her feet, Sabina Belkin towers over her 70 employees with an air of certainty.

From leading a stern talk with her security team to choosing the evening's white wine selection, the 27-year-old is the brainchild and driving force behind Duvet, a one-and-a-half-year-old nightclub tucked away in the Flatiron District.

"Every minute, I'm multi, multi, multitasking," Belkin said. "Physically, it's exhausting. But I'm a tough girl, you know?"

It is an attitude fit for a tough industry, especially since the dance club doubles as a restaurant, too. Last year, one in every four eateries shut down. According to Belkin's own figures, when Duvet opened in late 2004, about a dozen other nightclubs sprang up, as well. Only half remain, she said.

But Belkin is confident that Duvet's concept will continue to attract business. Its theme is just as its name suggests -- worry-free crumbs on the sheets.

"My initial thought for the place was, 'How can I do something that's different?'" said Belkin, herself an avid partier. "And I know everyone loves to eat in bed."

What followed was a $6 million project, backed by a detailed business plan and funding from Belkin's parents and private investors.

The first floor of Duvet is a 10,000-square-foot space spread with 30 custom beds covered in 400-thread-count linens and imported goose pillows. Diners wear slippers and recline as they feast on charred octopus appetizer and blue crab ravioli.

Downstairs, another 10,000-square-foot space is reserved for the city's night owls. The club, which is open only Thursday through Sunday, packs in 1,000 guests each night, including a spectrum of celebrities ranging from Paris Hilton to Boy George to Alan Cumming to Carmen Elektra.

"I've been blessed," Belkin said. "People keep coming back."

Glam appeal may be all Duvet needs to keep its head above water in its first few years, Belkin said. "Image is key."

Belkin hopes the early momentum propels Duvet to the next level. She projects she can make a return on investment in another year. If that happens, she has her eyes set on opening a second Duvet in Las Vegas.

The young impresario comes into the business with some experience. Beginning in grade school, Belkin helped her Russian immigrant parents run three restaurants on Long Island. Later, while a student at NYU's Stern School of Business, she officially took over two of the family's restaurants, splitting her hours between attending marketing and finance classes and crafting menus.

Now her typical day includes a trip to the gym (sometimes two trips, in fact), work (11 a.m.-4 a.m.) and, sometimes, sleep. She lives five blocks away from Duvet.

"I have to live nearby," she said. "This is my baby."

Farnoosh Torabi is the business producer at NY1 News. If you know an interesting small business, please e-mail Torabi at amSmallBusiness@gmail.com.