Made in New York: In God We Trust
Williamsburg, Brooklyn — This humble enclave is home to students, struggling artists, indie cafes and food trucks, and is popular with creative-types on a budget … well, at least it used to be. This neighborhood in Brooklyn, NY has rapidly changed and become gentrified over the past few years. Shana Tabor’s boutique, In God We Trust, has withstood the test of time and been a popular apparel and jewelry store since 2005.
With two locations in Brooklyn and one in Manhattan, Tabor’s stores are known for jewelry that is made on-site at the Greenpoint location’s studio. The locally sourced clothing and homegrown accessories is especially attractive to tourists looking for something uniquely “Brooklyn”. Tabor has been living in the same neighborhood for over 15 years, and has earned the “real deal” title coveted by many New York expats. Many years ago, she was inspired by a jeweller who was making and selling her pieces directly from a small studio/shop in Williamsburg. It was around this time she left her office job and started a similar venture. Ever since, her apparel and jewelry designs have been called authentically Brooklyn-inspired and super trendy. So trendy, in fact, that she sells her products in boutiques all over the world, and has a successful store in Manhattan.
Typically, Manhattan is the prominent attraction for most NYC tourists; however, the number of visitors and new residents in Williamsburg has been booming. While some of the unique charm and most of the affordable rent has been lost, Williamsburg’s economy is flourishing as a result of the huge influx of residents and tourists with disposable income. It’s a happy problem for locals, as retail stores, cafes and restaurants now experience lineups and crowding. The evolution of the neighborhood means a lot more retail competition, but In God We Trust has the formula that cuts through the clutter. The majority of their products are either made in their studio or elsewhere in the USA, and this is an important draw for consumers.
“New Yorkers take pride in supporting their own community”, explains Tabor. Her store genuinely reflects the community, and buying local is one of her socially responsible values that resonates with locals and visitors alike. She also understands the importance of being an omni-channel retailer: “I think people these days just automatically expect to be able to find you online.” The boutiques are hands-down the main source of sales, but the web store makes it easier for people to discover the store. It also makes it possible for people to buy something online that they spotted during a previous visit.
Tabor uses LightSpeed Pro to manage her three boutiques along with her wholesale business; she was always a loyal Apple user, and wanted a POS system that was compatible. Six years later, she describes herself as an expert at using the software, and even gives her friends at other boutiques helpful tips on some of its features.
For those looking to master the identifiably unpolished-yet-glamorous Brooklyn aesthetic, trust In God We Trust for genuine local inspiration.