A look inside Monika Chiang's SoHo store.

NEW YORK — Monika Chiang opened her first store here last week, in SoHo.

This story first appeared in the April 13, 2012 issue of WWD.  Subscribe Today.

This is the second store ­— Los Angeles opened in October — for the nightclub manager turned designer, whose contemporary lifestyle brand launched for fall 2011 and is backed by J. Christopher Capital LLC, run by Chris Burch.

The 1,250-square-foot New York store is located in the space formerly occupied by Georg Jensen at 125 Wooster Street. The store, designed by Mary McDonald of Bravo’s “Million Dollar Decorators,” shares a similar aesthetic to its Robertson Boulevard counterpart, with velvet couches, a soft color palette and brass fixtures.

Chiang’s line includes ready-to-wear, shoes, bags and jewelry done with an edgy — read: lots of leather — vibe. Chiang said that more retail stores in New York — either uptown or in the Meatpacking District — Miami and Atlanta are part of the short-term strategy, as well as getting into wholesale.