Have you ever been to a store at the mall that tried to recreate a feeling of urban, or even country design in order to make you feel like the showroom that you were walking through somehow transformed you to a different place entirely? Was it effective? Did you really feel like you were in SoHo or Denver? When you walked back out into the mallway did you feel like the experience was ‘real’. Mall stores, and chain stores in general, spend a lot of time and money attempting to recreate what urban commercial districts like Hertel already have. Take, for example, the stunning (and very real) storefront that Modern Nostalgia now calls home (see back story). Modern Nostalgia has hit a homerun on Hertel.
Not only did the fashion boutique more than double its size from its incubator Allentown location, the store’s owners found built-in rustic and contemporary charm just waiting for them to snap up. Between the wood floors, the kiosk-style window displays, the industrial skylights and the built-in counters left behind from previous businesses (including Buster Brown’s tile entranceway), the 1400 sq.’ space has loads of charm and is spacious enough to actually compete with the malls (plus it’s a lot cheaper). “Hertel is transforming into an Elmwood Avenue,” co-owner Brianne Klejdys told me. “We originally looked at opening on Elmwood but could not afford the skyrocketing rents. Thankfully we decided to (originally) open in Allentown – we loved our location there, but we needed room to grow. We never looked at Elmwood Avenue again because of the bad experience that we had with landlords who actually believe that the storefronts command NYC rents… it was a real turnoff. Elmwood is great, but it’s not the only choice anymore. Now we’re here on Hertel and loving it. Our business is fantastic and our customers actually thank us for being here! Our weekend sales are phenomenal – people in the neighborhood get up early, go to church (on Sundays), walk their dogs, grab a coffee and then go shopping… just how a real city shopping district should be.”
Modern Nostalgia
1376 Hertel Avenue
Buffalo, NY 14216-2825
(716) 844-8435