In God We Trust’s two stores in the increasingly fashionable Williamsburg and Greenpoint districts of Brooklyn, New York, both boast a lot of stock that’s made in situ.
This part of the city’s most populous borough is to New York what Shoreditch or perhaps Dalston are to London. In God We Trust typifies the rough luxe retail proposition that is to be found across the area.
The two outlets are separated from each other by a 20-minute walk and while those visiting the smaller unit, on Bedford Avenue, will find a richly visual merchandised shop, the real action is in the Greenpoint store. Here, the same ranges are on offer, but ask politely and you’ll be allowed into a space at the back of the shop that is as large as the selling floor and which is, in effect, a factory. The production line, although this might be to overcook what is on view, produces much of the jewellery sold in the shop and is how you might imagine Brooklyn workshops were back in the day, minus the poor labour conditions.
The shop itself is an object lesson in creating a one-off boutique ambience with vintage suitcases used as display features, raw brick walls and re-purposed furniture throughout.
The Greenpoint store is hidden away down a long and unprepossessing street and apart from the obvious attractions of the site’s lower rental when set against almost any Manhattan location, it might not be first on the list in terms of footfall.
That said, the fact that this is a very well-established part of the new Brooklyn retail scene, is testimony to its pulling power and to the appeal of well-merchandised indies. A true destination.
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