Tessa Williams isn’t your average business owner. In a world focused on maximizing profits and efficiency, she centers her work on art and community. Recently, she was packing a pair of delicate vases to be shipped when she noticed that the online order was from a nearby address. She called the customer, explained the situation, then refunded the delivery fee, hopped on her bike, and delivered the vases herself. With a curly mop of soft auburn curls, and a ready smile, she is approachable and fun—the type of store owner you’d imagine a TV show protagonist stopping in to say “hi” to while leaning on the counter. And her store, Brooklyn Collective (212 Columbia Street between Union and Sackett Streets), is exactly the type of charming business you want in your neighborhood, a cozy store filled with handmade pieces of art ranging from vintage clothing to handmade placemats.
Williams has the style of a designer (she worked in J. Crew’s design department for several years), the kindness of a mother (she has two sons), and the cool girl quality of your best friend (picture cheetah-print booties, artful silver rings, and an even-paced, calm manner of speaking). She started Brooklyn Collective in 2004 with a friend—Rachel Goldberg of Union Max (another eclectic shop, just down the block at 110 Union Street).
At the time, Williams had her own label with the goal of creating cool, affordable dresses. A few years using a tiny storefront to sell pieces from her, Rachel, and five other artists were followed by an ill-fated lease in the back of an antiques shop. Then Williams opened Brooklyn Collective in its current location and bought out her friend,
The store is open for limited hours (Thursday and Friday from 5 pm-8 pm; Saturday and Sunday from 1 pm-7 pm), though Williams is known to give out her email or phone number and to open the store for anyone who’s interested in a private shopping date. When she isn’t manning the store, Williams manages the back-end of the business and supports her husband’s men’s jewelry brand (LHN Jewelry) with invoicing and customer relations.
Between supporting both businesses and raising her children, Williams has found little time for marketing, instead relying on word of mouth, and about one advertisement per year in the Red Hook Star-Revue. (Note: this article was not sponsored!)
The majority of sales come from passers-by who notice her signs. “Having the scaffolding [in front of the shop] was hell. It just came down two weeks ago. That was really tough for business. You couldn’t even see the sign or what it was. The second it came down, I had new customers…” Once they stop in, many visitors are hooked on this art gallery cum store cum community center. “I just met this really nice couple tonight that came in and bought a candle,” Williams gushed, “They just moved in across the street… I spent like half an hour telling them all the good restaurants to go to because I’m a huge fan of this neighborhood.”
While Williams’ persona draws in customers, her store’s eclectic mix of artists and designers have kept sales continuing for almost 20 years. The store currently displays work from about 25 artists and designers. Each member pays $200 a month and 10% of any sales to help cover rent. In exchange, Brooklyn Collective provides them each with an area of the store to display their goods, in addition to promoting their work on its website and social media platforms. While many of the designers have been showing their art at Brooklyn Collective for years, six new designers will be joining this February. Whether new or old, all artists in the Collective update their spaces every 2-3 months with new pieces in order to keep the shopping experience interesting for regulars.
Visitors to the store will find an enchanting variety of art—the space is a treasure trove of unique pieces: a soft denim tote labeled “Goddess bag,” nostalgic pennants with contemporary phrases, still life paintings, a chandelier made of curled pipe cleaners, all types of jewelry, fanny packs (both leather and fabric), a soft pink beret that reads “Snack Expert”. Rarely does one find a store in New York whose goods are both handmade and affordable.
The store will be hosting events and parties for shoppers to enjoy all December, including an ornament making workshop (check the website for details). Williams also hopes to provide more events and classes in the new year. Past events have included everything from book launches and fashion shows to sewing classes and a recent birthday party for a group of 11 year olds.
