Shen Beauty's founder and owner Jessica Richards shares her bedtime-centric musings, as well as her personal best practices, from the soothing salves she slathers on to the scents that lift her mood.
was slated to open up its new 1,550-square-foot Cobble Hill location just a stone’s throw away from its original shop on Court Street. But on March 14, a few weeks away from finishing the airy, meticulously designed space, founder and owner Jessica Richards made the difficult decision to close her current brick-and-mortar store and halt construction on the new one as the threat of COVID-19 began to upend life in New York City.
Since then, Richards has been steering a difficult course, balancing her responsibilities as a single mom of two boys, as well as handling all the business needs, such as fulfilling individual online orders and finding ways to—all while the future of her business hangs in the balance.
Richards admits that even if she’s able to come out on the other side and reopen, she has concerns over what the new normal will look like, particularly within the unique beauty space she occupies. Shen Beauty has always taken on a personal, hands-on approach, from product consultations to its menu of skin and brow treatments. “How are people going to shop beauty in-person?” she asks, underlining how important the sensorial effects of beauty are to the brick-and-mortar experience they offer.
“We not only foster indie beauty brands, but also the Brooklyn community,” she explains. “Our customers don’t just come in to shop, sometimes they just want to come say, ‘Hi!’ or join us for a glass of wine and talk about their day. I think that’s more important to them than just having a place to shop, because now there are many companies selling similar brands. The thing is, we’re not just a retailer. We’re a place where people come to hang out and really connect.
As Richards adjusts to a new of way of living and working in the time of COVID-19, she shares her bedtime-centric musings, as well as her personal best practices, from the soothing salves she slathers on to the scents that lift her mood.
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