A visit to Azaleas, celebrating 20 years in the East Village

Text and photos by Stacie Joy

As I walk over to meet Azaleas NYC Lingerie & Swimwear shop owner Cindy Kahng, I remember the last time I saw the woman-owned and -operated boutique lingerie shop during a tense period in NYC’s pandemic history. 

It was June 2020 when stores were just reopening during Phase 1 of the PAUSE restrictions. 

I’m eager to see how Cindy is doing, how the shop at 140 Second Ave. is holding up, and to hear about the 20th-anniversary plans.

Congrats on the 20th anniversary! What are your plans to celebrate this milestone? 

Lingerie boutiques may be a destination store, but we try to cultivate the idea of Azaleas being your neighborhood boutique. Reflecting on the past 20 years, I know that I couldn’t have done it without the support of the community and the neighborhood. I’ve seen customers come in with baby strollers; their babies have grown and are shopping with us! 

We wanted to celebrate by celebrating the neighborhood and the community. We will be having an event [on Nov. 17] for this momentous occasion with a party at our neighboring Ukrainian East Village Restaurant. We hope to do more events with other neighborhood businesses or organizations in the upcoming months. 

How has it been keeping the shop going in recent pandemic years?

COVID was a huge test for my small business. Unfortunately, I had to shut down my second location in the West Village after four years. It was a difficult decision to make, and whilst that store was dear to me, I knew that the East Village was our home and where we wanted to remain. 

It was so nice to see our regulars come in post-vaccine and want to support us. In general, our dressing room serves almost like a therapy session, and it did even more so during the last two-and-a-half years. People needed connection and had lots of changes in their lives during those first two years and would occasionally have their hand held. 

There was a shift in customers’ needs during the pandemic; physical changes (covid weight), different work environments (WFH), and a desire for more comfort (loungewear). But this fall, it feels like people are finally returning to their daily lives and need basics for work and school. 

What would you tell people who may be intimidated by visiting a boutique lingerie store? 

Lingerie boutiques don’t have to be intimidating at all! Sure, we carry your special date-night items, but we also have your everyday cotton bra and undies. We try to make it feel like you’re shopping with your friends because shopping for innerwear is an intimate experience. 

Looking good also means feeling good so trust us to help you! If price is ever an issue, just tell your salesperson what your price range is — there’s never any shame in that! The salespeople know the product and can best steer you in the right direction.

Any plans for the next 20 years? 

Not sure yet, but we are planning on sticking around the neighborhood.

You can keep up with the shop on Instagram. Azaleas is at 140 Second Ave. between St. Mark's Place and Ninth Street.

Man randomly damages front window at Azaleas on 2nd Avenue; 'Might be the last straw for me'

An unidentified man smashed the front window at Azaleas on Second Avenue with a bike lock yesterday morning.

"This was just a senseless random act," said Cindy Hahn, who owns the 18-year-old boutique selling lingerie and swimwear between Ninth Street and St. Mark's Place. "I think he was in some heated argument in front of Veselka and just threw a big old bike lock into my window out of anger."

Hahn commended her neighbors, who quickly came to her aid. The folks at Fresco Cafe a few storefronts away stopped by to make sure that she was OK and used some spare plywood to cover the broken glass. The staff at Veselka flagged down the NYPD.

The vandalism is another example of the uptick in crime and quality-of-life issues in recent months, especially along parts of Second Avenue, that residents and business owners have previously noted.

"The police were helpful but it was too hard to look for the guy as he could have gone anywhere," Hahn said. "I’m still a little shook as it was such a loud bang I thought it was a [gun shot]. Doesn’t sound so out of question from all I’ve been seeing in news. This was 10:54 a.m. on Second Avenue. What is happening?"

Azaleas, which moved to this storefront in 2012 after 10 years on 10th Street, had only just reopened for in-store shopping following the COVID-19 PAUSE. The broken door just adds to the stress Hahn has felt as a small business owner these past few months.

"Might be the last straw for me," she said.

Details about this East Village Sample Co-Op Sale tomorrow through Saturday

Over the next few days, several local shops/brands are joining forces for an East Village Co-Op Sample Sale in the ballroom of the Ukrainian National Home on Second Avenue.

Cindy Hahn, who owns the lingerie, swimwear and clothing boutique Azaleas at 140 Second Ave., came up with the idea.

"We honestly needed to just do some spring cleaning [and] have been speaking with some other local brands and shop owners who are in a similar situation," she told me in an email.

So Hahn secured the second-floor ballroom (where New Order played in 1981!) from her landlord, the Ukrainian National Home, for the event.

The vendors include Azaleas, Meg, Hengst, H. Fredriksson and Toasty Time.

"There will be children's clothes, women's clothes, lingerie, swimwear and some accessories," Hahn said. "Many of the items are brand new items sold below wholesale pricing."

The sale is tomorrow (Thursday), Friday and Saturday from noon to 6 p.m. on the second floor of 140 Second Ave. between St. Mark's Place and Ninth Street. (You can follow @ev.coop for updates and more details.)

"If this event turns out successful, we definitely hope to make this an annual thing and may grow it into a bigger community," Hahn said.

Azaleas moving around the corner to Second Avenue

Something we've been meaning to note... Azaleas, the boutique that sells jewelry and nice froufrou things like undergarments and stuff, is moving from its East 10th Street home around the corner... (the store announced this via Facebook on Sept. 15.)

The coming soon paper is up on the windows...

...to right here on Second Avenue. Right where that helpful arrow is here between St. Mark's and Ninth Street.

This is part of the former Estroff Pharmacy space. Fresco, the gelato cafe, took over the other part of the pharmacy back in the summer.