Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
The quiet streets of Midwood won't know what's hit them with today's arrival of contemporary jewelry store Millo. What got its beginnings on Ebay in 2011 is now a hub of accessories and jewelry, with pieces designed by owner Millo Haddad alongside favored brands like Elizabeth and James, Eugenia Kim, Eddie Borgo, and Aurelie Bidermann — names that are pretty new to this section of Brooklyn.
Its expansion from e-commerce to brick-and-mortar is an indicator of its future success, but its choice of location might be an indicator of the future of the neighborhood, too. The store at 2150 East 4th Street practically screams "luxury," with crystal chandeliers hanging above a white marble floor surrounded by walls of pink satin tufting. And next to this new fanciness? A butcher shop.
Even though Millo isn't joining an already-thriving fashion retail environment, perhaps it's the first to arrive in what could be a trend of more high-end retailers scoping out the lower Brooklyn scene. You can check it out tonight at the opening party from 7pm to 9pm, along with the designers of Alison Lou, Carbon + Hyde, Lionette, Venessa Arizaga, and Aurelie Bidermann.