Online shopping splits humankind into three groups. The ones who think it is a blessing - time-saving, comfortable and flexible, one click away, and 24/7 available. Then the other ones who think it is a curse - no product experience, no face-to-face interaction, laziness, refund stress, etc. The third group is the 'tweeners, the ones who want it all and do both - online and real-life shopping.
So when "online-shop only" Wool & Oak decided to open up a pop-up shop in New York's SoHo, they united all groups. Come one, come all. Everyone was welcome. Bags for everybody, people!
They started on Wednesday and closed their doors on Sunday. From Kickstarter and Indiegogo backers to first-time customers, everyone had the opportunity to experience style and functionality for a great price.
Since Wool & Oak is my sister's and brother-in-law's company, it was a no-brainer to lend a hand. So I photographed the shenanigans, drank some bubbly, and witnessed something amazing. I've been a quiet company to this journey from the start: I watched my sister and her husband starting the company from the bottom, saw the products coming to life, and read the responses online. But hearing and seeing the people, face-to-face, life and in person, praising a product that you watched growing from nothing to something, was all-kinds of marvelous.
I am beyond happy that this venture was a huge success! It was a fantastic, humbling, and lifting experience at the same time. Cheers to many more!!!
