Heyday, billed as a one-stop skin care shop, is opening a new location at 382 Lafayette St. near Fourth Street.
When Heyday opens toward the end of the year, this will mark their fifth NYC location.
The storefront was until last fall home to Screaming Mimi's, which left for a new space on West 14th Street after 25 years here.
As owner Laura Wills told me, the building at 382 Lafayette was sold, and she decided to relocate.
To be quite honest, we never considered staying. Lafayette Street was a wonderful home for almost 25 years but it has changed so much. I fear it will very soon be blocks of big glass and steel storefronts with no soul. Mostly everyone who opened when we did is gone."
As we first reported back in June, Screaming Mimi's was leaving its home of 25 years on Lafayette Street for a new location at 240 W. 14th St. between Seventh Avenue and Eighth Avenue.
And, as planned, the vintage clothing boutique closed for good after a Halloween party there on Monday night.
As owner Laura Wills told us at the time, the building at 382 Lafayette was sold, and she decided to relocate.
To be quite honest, we never considered staying. Lafayette Street was a wonderful home for almost 25 years but it has changed so much. I fear it will very soon be blocks of big glass and steel storefronts with no soul. Mostly everyone who opened when we did is gone."
Not a great sign, obviously. So we checked in with Screaming Mimi's owner Laura Wills to find out what was happening.
Turns out the building was sold about a year ago, and Wills decided to relocate.
"We are one of the fortunate few who were given lots of time to explore other options," Wills said via email. "We had lots of time to find our dream location."
And that spot is 240 W. 14th St. between Seventh Avenue and Eighth Avenue.
"We are very excited — it's a beautiful space. The parlor floor of a brownstone with lots of character and amazing light. It is very Screaming Mimi's," Wills said. "We're renovating now and we hope to be open by Sept. 1."
She will be staying on Lafayette Street through October and celebrating Halloween in both locations.
The shop has been in this storefront between East Fourth Street and Great Jones for the past 25 years. They were briefly around the corner at 22. E. Fourth St. before this. Screaming Mimi's, now in its 37th year, started on the Upper West Side.
This stretch of Noho is also undergoing a rapid luxurification phase, with the arrival of two upscale residential projects a block to the south... and with more on the way. (Here and here and here.)
"To be quite honest, we never considered staying. Lafayette Street was a wonderful home for almost 25 years but it has changed so much," Wills said. "I fear it will very soon be blocks of big glass and steel storefronts with no soul. Mostly everyone who opened when we did is gone."
She acknowledged that area of West 14th Street, where the West Village, Chelsea and the High Line converge, is also changing. However, Wills noted: "It still has character and characters!"
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The Greenwich Village Society for Historic Preservation named Screaming Mimi's its Business of the Month in March. You can read about more history of the store in this post.
Cyndi Lauper worked at Screaming Mimi's in the early 1980s before her recording career took off ... here's Lauper returning to the store to shop in 1986 for an MTV clip...
