August 27 2014

styledotcom Why, oh why is fashion week so early this season? #NYFW

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Georgia On My Mind—and On The Lower East Side


Jodie Patterson and Kiara Ellozy couldn’t have wished for a better location for their new beauty destination, Georgia. Located on East Houston just across the street from Whole Foods, their soon-to-be-neighbor is a Keith McNally project. Patterson Becker, a Zac Posen alum, and Ellozy, who comes from the world of finance, are sisters-in-law who share an obsession with hair—black hair, specifically—and they’ve bolstered their boutique/salon (named after the former’s nine-year-old daughter) with a collection of products straight out of the well-stocked bathroom of your dreams. Offering choice imports like the Italian brand Davines and France’s Phyto line, popular organics like John Masters and Aubrey, as well as local favorite, Jane Carter Solution, Georgia also features tried-and-true drugstore staples that work for every type of hair. (Who doesn’t love Queen Helene‘s basic formulas and pared-down packaging?) Nightlife impresario Serge Becker had a hand in the decoration, which includes two styling stations (a rotating cast of stylists and a colorist are available daily) and an engaging inspiration board behind the register that reflects the duo’s focus on what Patterson Becker calls “heritage and glamour.” The partners also have their own line, G + Company, which at this point includes satin pillow covers and brushes, but with the kind of innovation already spilling out of their Lower East Side storefront, more is sure to come. Georgia, is located at 89A East Houston and is open seven days a week from 12 to 10 p.m.

Photo: Courtesy of Georgia