Profile

After finishing at Parsons School of Design and launching a small lingerie line, Bay Area native Erica Tanov returned to Berkeley, California, to open up her small eponymous boutique. Three years later, she opened a second store on a quiet block in Nolita where she’s refined her distinct bohemian-in-the-big-city style. Uncluttered displays and plain walls infuse the space with a distinct feeling of calm as hanging racks of California-inspired, feminine designs sway gently from the ceiling, adding to the meditative atmosphere. Hand-printed cotton tops and simple layers with unexpected lace or crocheted detail mingle with flirty dresses and delicate undergarments. Sprinkled sparingly about the store are cases of jewelry, handbags, and the latest wares from Megan Park, Alexander Wang, and Virginia Johnson. The generous dressing rooms, closed off by vintage velvet curtains, are outfitted with antique mirrors and vibrant Moroccan rugs. The concept for Tanov’s popular bedding and kids lines is the same: spirited and playful, but still subtle and pretty. — Katy Ansite

Two-day end-of-season sales feature up to 60% off most merchandise.