SETTING UP SHOP: Jill Bradshaw, who used to own and operate the trendy I Heart store on Mott Street in New York City, is jumping back into the retail fray with a new e-commerce site/blog/digital magazine targeting Japanese consumers.


The site,, launched earlier this month. It sells a mix of vintage dresses, Sass and Bide eyewear, and pieces from brands such as Preen Line and Sretsis. The editorial content includes a Hamptons-themed fashion shoot by Georges Antoni, Bradshaw’s personal blog in Japanese and English and her shopping guide to New York City vintage boutiques like Allan & Suzi and Resurrection.

Bradshaw said her old store really resonated with Japan’s fashion-forward and directional consumers so she felt inspired to set up her new online venture, which she developed with H3O Fashion Bureau, a Tokyo-based pr firm and showroom.

“There’s something about Japan that really embraces color and pattern, she said. “They just kind of try new things.”

Bradshaw stressed that the site is still in its early stages but she is open to the possibility of eventually expanding the concept to more countries and languages.

She is particularly enthusiastic about the vintage component of the Japan site and offering shoppers something more special and unique than standard designer fare with a seasonal peg. Bradshaw added that she is interested in opening a vintage store in the United States at some point in the distant future. She shuttered her original New York store in 2009.

“As my own shopper I gravitate towards vintage clothes more than anything else. I find that it really is my way of expressing myself,” she said.

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