Brand Aspirations

Carat & Co - Flushing, New York

Carat & Co – Flushing, New York

I scratched my head with this one. I observed this luxury store in the middle of downtown Flushing, a working-class neighborhood — sandwiched between two tall old buildings. Carat & Co looks new, though I’m sure it was an existing building with a gussied-up facade.

This store looks more at home in Manhattan along 5th Avenue — a generally upscale area of New York. They sell high-end watches and jewelry, according to their website. What is it doing in Flushing? Is there more stealth wealth in the area than expected? Or are the residents brand-conscious, aspiring for the famous, expensive names?

I’ve also noticed fancy cars in Flushing, from Teslas to Mercedes-Benz and Porsches. Yet, as I mentioned yesterday, the neighborhood is rather dirty. Perhaps hidden behind the modest houses and apartments lies lavish lifestyles unseen by the public.

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