Why did you decide on the UES and not Downtown for a store location?
As far as store location goes, why did you decide on the UES and not Downtown? Was it a purposeful decision?
It was a very purposeful decision. I do this with my father. My father is 63. He was just like, 'we're going downtown' and so excited to have his outlet to get downtown because he lives up here. I was so adamant about getting it here. I was adamant about this ten block radius. I was working with a broker and he was like, 'you're crazy! You're never gonna find what you want.' I really just think this area is magical. There's something really beautiful about it. It's very engrained in the past and it's very easy to shake it up a bit. There's just so much potential to use that it was almost a crime that no one else was doing anything.
