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Fabiana + Helena

Half art gallery, half home goods store, Coming Soon is our favorite LES spot that carries everything we could possibly need. From staff Christmas gifts (thanks Kerrilynn and Cindy!) to the perfect piece of furniture, Coming Soon has it all. From our first time in we were enamored with the colorful shop, as well as the two women behind it.

How did you two meet?

Helena: We worked together.

What were you doing before you opened Coming Soon?

Helena: We worked in a 20th century design gallery.

Fabiana: In Chelsea. We did everything from being the director to the sales person.

What inspired you to make the switch and open your own store?

Helena: I think we just really wanted to do something on our own. We were really passionate about this area of the city.

Fabiana: There seems to be a window down here. You’re always afraid with New York City neighborhoods that they are about to change, they are constantly on the brink.

What’s behind the name?

Fabiana: We were racking our brains for a long time to come up with a name. But I think it was so difficult because we weren’t yet in the space and we didn’t particularly know what we were going to be doing. We had an idea, but we knew we were going to have to be adapting to everything, from the neighborhood to trends. She [Helena] said one day “well I always liked saying “coming soon” as a kid”. That just felt right. It dictates something fun and funny.

Helena: It just stuck.

How has the space changed since you first opened two years ago?

Fabiana: The buildout was crazy. The only thing we maintained is the lights. It’s funny because when we first opened we had a plan of how things would work. Like furniture would be over there and over there would be objects. We always wanted it to feel like a home. But then when we opened we were switching it all around. We changed it a lot. And now we’re back to the original plan.

Helena: Being in the store together all the time means we’re always changing. If I was in my house day in and day out I would be rearranging things constantly too.

Fabiana: And everything for sale. So once it’s gone, it changes everything. Especially with the larger pieces.

How do you choose what to carry?

Fabiana: At this point we’ve been working with a few designers for a few years, so any products they carry that we love and think we could sell ourselves, we go for it. Something like Concrete Cat, the incense burners, we had those on our inspiration board before we opened. But then we didn’t carry their things up until a few months ago when they made something for us.

Helena: Sometimes it’s just timing. There’s some people that we wanted in the beginning, then we evolve out of wanting it at that particular moment and then maybe it comes back around. The beauty of us being here and being surrounded by creative people is that you just get a sense, or like a pulse, of what you think your clients would be interested in.

Fabiana: There are so many pieces we wanted in the beginning and we haven’t approached them. Maybe because we’ve seen them in too many other places or whatever. But then I realize that maybe that’s a hang up we really don’t need to be having. Just because we see it in a few other obscure places doesn’t mean that it’s everywhere.

As a couple who’s in business together, how do you divide up responsibilities?

Fabiana: It’s comes down to who’s better at doing it.

Helena: I think what’s good about it is that since we’re a small business it’s all hand on deck at all times. From cleaning the bathroom to sending out party invites. It comes down to who does it better, or who enjoys it. There’s more than enough to go around.

I think Instagram is something you guys do a really great job at.

Helena: That’s primarily her [Fabiana]. She’s really good at it, so that’s why she does it.

Fabiana: I feel like we should have more followers, I’m gonna be honest. But then again I’m happy with it because I think our following is very present and very real. I feel like the ones that are following us are paying attention.

What’s the secret behind your successful partnership?

Helena: We don’t have a lot of ego behind what we do.