Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Early this year, Virtu owner Julie Horowitz announced that she's moving her Bucktown gift shop—and she just shared its new home.
In what she's calling "the great move across the street," Horowitz tell us that she and her team are packing up their gifts and glittery goods and bringing them to a new space at 2035 North Damen Avenue (the storefront that formerly housed Roslyn.) The grand opening bash will be held on April 11.
Virtu has been open for thirteen years, and was one of the first independent boutiques to open on its stretch of Damen Avenue. Now, "we are literally bursting at the seams," Horowitz says. The new store will be "much larger," and—from what we can tell—a lot more colorful.
"Inspiration for the redesign came from macaroons and morganite, aquamarine and mint, and blood-orange lemonade with sapphires and rose gold," Horowitz told us. "I treasure the sweetness with which our gifts are given, and this new space is all about the gemstones and jewels."
In the new store "it's the jewelry collection that will change most dramatically," Horowitz said. "Just like our gift selections, it's my goal to offer a variety of price points to satisfy everyone's needs—from the quick and easy [gift purchase] to the I've-been-awesome-today splurge." The new store will add three new jewelry cases to its existing fleet of five, and there will be new-to-Virtu lines including Robindra Unsworth, Olive Yew, and Megan Thorne.
Along with the grand opening bash (we'll have more details on that later), there will be trunk shows and other celebrations in the new space. And in the meantime, a warehouse sale on April 4 will take place at 2034 North Damen Avenue (aka "the old store.")
"Everything that's not that's not making it into the new space available for super sale in the old space," Horowitz says. "Expect to find deep discounts on discontinued collections of jewelry, accessories, stationery, and glass gifts."
· All Virtu coverage [Racked Chicago]
· Virtu [Official Site]