Ten Little Treasures – the 2021 remix

Back ... oh *counts on fingers* ... about two lifetimes ago, we promised you a series of our 10 Little Treasures, a regular list of our favorite small, local brands that are doing incredible things despite the current challenges.

The timing was particularly apt. On the front cover of December’s New York magazine, the stark price paid for the pandemic by small businesses was clear. In words, photographs, and illustrations, it paid tribute to stores we’ve lost for ever – 500 goodbyes to bodegas, bars, cafes, coffee shops, hair salons, hotels, yoga studios and retail stores. Each was an essential part of its community, somewhere not just to pick up a quart of milk or a caramel latte, but a place to make a human connection, no matter how brief.

Then MAISON 10 suffered a devastating fire, followed by a four-week closure while we repaired and rebuilt our own business, so you could say our minds were on other things.

But now we're back with a brand new collection of beautiful things, on the theme of LOVE 2021. And, as promised, here's our latest pick of 10 fabulous businesses we love. Support them when you can and let’s keep our neighborhood alive and thriving.


1. Lewis Miller Design

If you’ve noticed flower flashes across the city – random but stunning floral displays popping up at subway stations and in trash cans – this is the culprit. They count Chanel, MoMA, The Met, Tiffany, and Valentino amount their clients. Follow Lewis Miller Design for the latest pop-ups – it’s a burst of beautiful color on your feed.


2. Museum of Sex

We couldn’t love our neighbors at the Museum of Sex more. Take a journey into the erotic carnival, four floors of ecstatic amusements, and explore the cabinet of sexual curiosities. The museum is currently open, operating strict social distancing and mandated mask wearing. Thank you for having safe sex, friends.



3. KazuNori

The best sushi in the neighborhood, no contest. We’d die for the 16-piece with sashimi.



4. Experience NoMad

Our friends at the local Business Improvement District are rock stars, working tirelessly to promote the neighborhood and build community. Follow them for the latest news about our neighbors.



5. MADE Hotel

Big shout out to our favorites! We’ve collaborated a bunch of times with the stellar team at the MADE and look forward to the next time we can work on events together. In the meantime, order some INCREDIBLE tapas from their Spanish restaurant, Debajo. Or, even better, book in for a staycation and escape the daily grind for a magical couple of days.



6. Standard Dose

The team at the gorgeous Standard Dose space believe plants have the transformative power to heal, energize, and nourish. Check out their program of virtual events, designed to help you relax, focus, and recharge.



7. Rizzoli

The iconic Rizzoli publishing house is a world leader in fashion, interior design, culinary, art, architecture, and photography books. It’s publishing porn, and we're getting off on it.



8. Madison Square Park

Even in the urban jungle, you’re rarely too far from a city park or a patch of green. Our local is Madison Square Park, just a few blocks from our W29th St store, home to benches, statues, the original Shake Shack, and constantly changing public art installations.



9. The MAIN

If you’re a hairdresser, colorist, session stylist, makeup artist, photographer, or anyone working in the beauty industry, you NEED to be a member of this space. Part co-working, part studio, part private members’ club, it’s the only place of its kind designed for creatives, by creatives.



10. Vicki Rose Piercing

Nobody tell Tom’s mum (wee Maria Pia Mocognie over in Scotland), but his newly pierced ear is the work of this award-winning studio, named one of the top three tattoo shops in New York two years running. Ear curation and intimate piercings are a specialty, so you can trust Vicki with your most sensitive parts.


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