A beautifully designed lifestyle store that transports you to the Greek islands. Light streams into Hellenic Aesthetic through clever cut-outs, bounces of curved white surfaces creating interesting shapes and displays that showcase the wonderful collection of Greek designed and sourced goods. Resort wear, sandals, jewelry and home wares. Founded in 2021 by art historian and former museum docent, Marianthi Vlachos.

What year was Hellenic Aesthetic established?  Our e-commerce store, 2017 and our brick and mortar, 2021.

What makes Hellenic Aesthetic so unique? Hellenic Aesthetic is America’s first Greek fashion company. We have been importing, selling and promoting Greek design through our e-commerce site since we began in 2017. Our brick and mortar takes that even a step further. At Hellenic Aesthetic NYC, we don’t only celebrate Greek design with the store’s contents, but also with its container. The store was designed by Athens-based architecture firm South Architecture, and it immediately transports the visitors to the Cycladic Islands. Our store is also the first and only New York City boutique to exclusively carry Greek brands.

Is there a meaning the shop name, Hellenic Aesthetic? Hellenic means Greek in Greek. Aesthetic is a Greek word also, it refers to visual beauty; that of Greece, of Greek design and of our culture.

What are Hellenic Aesthetic “must-have” items? Everyone loves our Greek nameplate necklaces and 14k gold evil eye jewelry. Our candle is also an item we can’t keep in stock.

Why did you open Hellenic Aesthetic? Being a shopkeeper has always been something I’ve wanted to do, at least since I started our e-commerce store. During the 2020 lockdown I realized even more how important it is to have a place for our community to meet, a place to host events, a place to hang out. It’s become a hub for Greek culture in NYC and I’m really proud of that. 

What did you do before having your own shop? I was a docent at a museum, trying to decide if I wanted to jump into the art world. 

What are your favorite local independent businesses? Bahari Estiatorio, Between the Bagel, Titan, King Souvlaki, Glow House.

What are your favorite shops? Voo Store, Berlin, Germany; Cycladic Museum Shop, Athens, Greece; Cafe Leon Dore, NYC; Hyper Hypo, Athens, Greece; The Great Eros, Brooklyn, New York.

“Consumers are realizing more and more that when they shop they aren’t just buying things, but they’re also buying into the messaging and lifestyle behind the brands and shops they love. Big box retail doesn’t speak to anyone anymore. I believe the future is bright for independent retailers who create community far beyond their products”