Cindy Wheeler
Beacon’s Closet
Tell us about how Beacon’s Closet started and what it looks like today.
It was founded in 1996. It was a one-woman operation in Williamsburg, and we just turned 30 years old this past May. Beacon’s Jr. opened in 2000, and the flagship moved to 5000 square foot warehouse on N 11th in 2002. Carrie ran the show for a few years completely by herself. She structured it so that all the partners have sweat equity. We’ve always found that when our partners have a stake in the store, a personal stake, they tend to care more and treat it as their own. It’s a good way to start a business from the ground up with people who know the operations.
Our Manhattan location opened in 2011, operated by Beth Moon-Burgess. Bushwick opened in 2014, operated by partner Lily Cicarrone; and the Williamsburg location moved into a beautiful space in Greenpoint in 2014.
Tell us about your business model.
People bring us their clothes, clothes that they don’t wear anymore. How many times have you bought something and thought you loved it, but once you brought it home, you don’t love it anymore? This is New York City. There are people in the fashion industry and stylists who come in daily. They bring us their items; we evaluate them and buy according to season, desirability, and our inventory levels. We look for things that we think will sell. They might be super trendy, or just basics. If we can use it, you get 30% in cash or 50% in store credit of the resale value that we assign to the item.
Why is thrifting/secondhand shopping so important?
Sustainability is important. People do care about recycling clothing and not contributing to textile waste. It puts less stress on the planet and encourages the consumption of items that are already manufactured, allowing an article of clothing to have more phases of its life before it is hopefully recycled or sadly ends up in a landfill. Secondhand culture also fosters equanimity in a society that places so much value on what clothes we wear. I’d like to think it helps people express their individuality and creativity.
How would you describe your clientele?
We’ve been in the neighborhood for 30 years, so we have a very diverse clientele. It’s not just hipsters. We have a lot of teenagers and young people in the store. We have people who come in every day. They’re called “pickers.” They make their living reselling clothes.
Sometimes it’s just people trying to make rent or who like to rotate their wardrobe and get store credit. There is an element of a treasure hunt, looking for something unique or something that is coveted, like a certain brand or vintage piece.
We have a lot of people from FIT (Fashion Institute of Technology) who really have their finger on the pulse. We also get buses full of shoppers at one. There’s a company called Thrift Tours that takes people around to secondhand stores all around other cities. We’ll get like 50 people in at once, and it’s so awesome.
Do you see certain designers, brands, styles or decades consistently perform well?
Legacy designers like Louis Vuitton, Chanel, YSL, and Gucci always sell well. People always love to find them, whether it’s a vintage piece or something new. Streetwear stuff and urban brands like Telfar and Supreme are also really popular.
In terms of decades, the 1990s and early 80s are having a big moment right now.
Beacon’s Closet has donated over $300,000 to charitable organizations. What inspires you to do so? Are there any particular organizations you’d like to highlight?
In the aftermath of the killing of George Floyd, we decided to give our money pretty much exclusively to racial justice, racial equality, marginalized people, and LGBTQ organizations. We love the work that Bryan Stevenson does at the Equal Justice Initiative/Memorial for Peace and Justice. We also partnered with City Harvest this past winter to help feed our neighbors facing food insecurity.
Beacon’s Closet has been featured in Goop, New York Magazine, and Vanity Fair. How does it feel to get that sort of recognition?
Press is always great, but when we hear from our customers that they love this place, whether it’s a review or an email, or even sometimes we’ll get little sweet notes, that’s the kind of recognition we want. We’ve been around long enough that generations of Brooklynites and Manhattanites have shopped with us. Someone who I knew as a baby at the N 11th location, who would come behind the counter and help us put out shoes when she was 5, ended up working with us one summer on her college break. That is what Beacon’s is about: community.
What is one thing you hope your customers take away from shopping at Beacon’s Closet?
I hope it’s a fun and social experience. In New York and in the world in general, there is a lot of pressure to have the money to look a certain way. You can come here and find a treasure. You can find something you never thought you’d be able to find or never thought you’d be able to afford. So just have fun and maybe make a little money selling clothes. It’s the best of both worlds.
What are some of the biggest challenges of running a retail business in New York City today?
Rent is too high. We really love our landlords, but we have a triple net lease, which means we’re responsible for property tax as well. It’s absolutely crushing.
Our area is also prone to flooding. We have a flood protocol in place; this is climate change for you. If we get a flash flood warning, we know we have to get our water-activated sandbags out and stop the water from coming in.
Do you have any favorite items you’ve gotten from Beacon’s over the years?
One of my prized possessions is a really sweet David Bowie Let’s Dance era sweatshirt. I got an amazing navy pinstripe Dior suit circa 1990s that I wore for my 40th birthday that I still have. I have a beautiful YSL leather tote that I’ve had forever that I will never get rid of. Some amazing things come through here.
October 2026
