Accessories brand Misela, founded by Serra Türker Bay?r, is set to launch its inaugural US boutique in Manhattan, showcasing handcrafted designs and personalized offerings.
Misela, an accessories brand founded in 2008 by designer Serra Türker Bay?r, is set to launch its first physical store in the United States, marking a significant milestone in the brand’s expansion. The new boutique will occupy a 750-square-foot space located on Bond Street in Manhattan’s NoHo neighborhood.
Currently, Misela operates stores in Turkey and London, having recently opened its flagship store, known as Misela House, in Istanbul. For Türker Bay?r, who honed her skills at the Rhode Island School of Design and the Parsons School of Design before starting her brand in New York, the new venture represents a return to her roots. “In the beginning days, it was just a dream, and now it’s a dream come true,” she remarked, highlighting the brand’s readiness to tap into the U.S. market. She noted that Misela already markets its full assortment of core styles and made-to-order accessories online in the U.S.
“There are so many young women like myself and my sister, who are looking for the next thing while also looking for timeless designs,” Türker Bay?r explained. She emphasized that New York offers an openness to discovering new trends, which contrasts with what she described as a more closed atmosphere in Europe.
The products are distinguished by their handcrafted nature, with all items produced in Turkey. Türker Bay?r underscored the opportunity to provide a highly customized shopping experience that allows customers to engage with the brand in a meaningful way. The store features a design collaboration with Tuvana Serdaro?lu of 21A Studio, which includes a striking wooden fixture that reflects the brand’s signature herringbone pattern. A mirrored backdrop displays the Belgravia collection, noted for the distinctive locks that each bag features.
One of the focal points of the store will be a display showcasing the extensive selection of made-to-order bags, complete with swatches of different leathers and threads available for monogramming. “We have 12 base colors and almost 80 stitching colors. If people want to personalize their bag, that also leads into the permanent leather collection,” said Türker Bay?r.
She anticipates that certain styles may resonate differently in this new market; for instance, “I think totes in general are going to resonate here.” She speculated that the larger, utilitarian bags suited for work may perform better in New York compared to the smaller bags favored by shoppers in London.
Looking toward the future, Türker Bay?r expressed interest in expanding the brand’s footprint, particularly in the diverse shopping landscape of New York City. “New York is torn into two segments, uptown and downtown,” she noted, considering how best to reach both areas. She also expressed a desire to explore opportunities in cities like Miami and Los Angeles.
The decision to establish the store on Bond Street was influenced by the street’s reputation as an upscale shopping destination. Its proximity to notable establishments, such as members-only club Zero Bond and the fragrance brand Bond No. 9’s boutique, was a key factor. Türker Bay?r described Bond Street as “one of my favorite streets,” appreciating its refined atmosphere in contrast to the bustling environment of SoHo. “It’s the best spot for a new shop and a new brand introduction,” she concluded.
Source: Noah Wire Services
