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The SOHO Market is a hidden gem in the city that regulars rave about

Photo: Nyckole Maree

The SOHO Market, located at 435 Broadway New York, is a hidden gem only a few know about. Regulars are raving about this one-of-a-kind location in selling unique specialty items like wardrobe must-haves, makeup products, shaving equipment, and a little bit of everything for any type of customer to enjoy. 

 Dr. Pennskin Shave Company 

Eric Penn is the shop owner for Dr. Pennskin Shave Company, he creates most of his homemade products along with the help of his wife Barbra Penn. They sell a variety of merchandise any buyer would like to buy for themselves or as a gift. One of Penn’s bestsellers is his traditional barbershop shaving equipment including beard products, like soap, oil, and conditioner. He has a large collection of razors and brushes in all sizes to compliment men’s needs to trim or groom their beards. 

Photo: Nyckole Maree

Penn’s wife helped expand the shop by creating scented soap products, coming up with funny captions for their double-sided mugs, and their beautifully made artistic candles, like their popular torso body candle that come in different body types and skin colors. All of Penn’s products like the soaps are made with natural and organic ingredients. 

“My wife is working on one of the soaps we sold out yesterday. We do a peppermint oatmeal honey scrub but with real coffee grains. We list all of our ingredients, there are not going to be any surprises and customers want that,” said Penn. 

Photo: Nyckole Maree
Photo: Nyckole Maree

VANNA MODA 

If you are looking for a final destination for all leather requirements, Vanna Moda is a place to go. Moda makes customized jackets for her clients and can hand paint any design on them. She sews each leather jacket, purse, or any clothing item herself. She likes to include her own personal style with different design techniques. The shop includes handmade stainless steel necklaces, rings, and bracelets. Each jewelry is designed with skulls or crosses to match her leather jacket aesthetic. 

Photo: Nyckole Maree

Buyers can find a unique piece of clothing or items with creative designs that makes them stand out in today’s market. What Vanna Moda is selling, customers won’t find it anywhere else in the city like this fashionable leather turtle crossbody bag. 

“All my jackets, purses, and everything will be embroidery, leather on leather, hand-painted, or it will be studded. All items will have their own different imitation designs, you will never find any of my items simple,” said Moda. 

Photo: Nyckole Maree
Photo: Nyckole Maree

Jolie & Jade 

Jolie & Jade started out as a jewelry business that later involved clothing and accessories. Customers can find a mix of classic, streetwear, curated pieces, accessories like tote bags, and different styles of sunglasses.

Photo: Nyckole Maree

“There are three different things, Jolie & Jade Luxe collection, all designed by me that is made in New York,” said Tatiana, the shop owner. The Originals collection shows my original artwork on tee shirts, sweaters, or tote bags. Curated Collection offers full fur and metallics clothing. The Original Collection goes up to a size X-large and Curated Collection goes up to a size large.”   

Jolie & Jade offers a rewards program so customers can keep on shopping while saving money. For this holiday season, the shop is offering a free virtual organizing consultation with any purchase, in helping her customers to learn tips and tricks to stay organized from their day-to-day life duties. 

Photo: Nyckole Maree

NOELENOELE 

When customers stop by NoeleNoele shop, they are automatically stepping into Noele’s world. Each product she is selling represents who she is as a person in finding inspiration to make a shade or product from the people around her. Noele feels like she is changing the world since starting her own cosmetic brand 10 years ago. Noele wants her customers to feel unapologetic wearing her makeup, especially women of color. 

Photo: Nyckole Maree

“As a woman, we always have to apologize for what we have. We didn’t make ourselves so I like to appreciate the feminine divine. I want so many people to appreciate there’s,” said Noele.

NoeleNoele’s bestsellers are her lip balms and lip gloss, but she also sells her own different colored eyes shadows, lipsticks, or silk and mink eyelashes. Creating her own makeup didn’t happen overnight, it took her three years to perfect her formula. The results are a creamy and smooth texture, with shades having a glittery, shiny, or matte finish. When applying her makeup to the eyes or lips it feels lightweight on the face.

 NoeleNoele makes good quality makeup for any woman to add to their makeup routine. 

Photo: Nyckole Maree

AMA Designs 

Agnes Lee is the shop owner of AMA Designs, she sells jackets, jewelry, design patches, purses, and many more. She likes to pattern mix her jackets and only makes a few pieces at a time. Lee’s shop is always changing but her clothing items are well made and carefully constructed, “It is all about the fabric, said, Lee.” She promotes a fashionable luxury feel and sells fun items, but her merchandise remains affordable. Customers can wear her clothing up or down or mix and match several pieces together. You will not find a boring piece at AMA Designs. Lee carefully hands pick ever merchandise in her shop in order for her products to represent what she likes. 

Photo: Nyckole Maree

“I only sell what I like, if I don’t like a purse, I don’t sell it, I have to like it first,” said Lee. 

The secret is out! Come and stop by to help support these local businesses at The Soho Market. You will find knowledgeable marketing experts who are truly passionate about what they are selling to their customers at affordable prices. 

Photo: Nyckole Maree
Photo: Nyckole Maree

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