"Growing up, the Upper East Side was my playground." Ariane talks coming home to the UES with HATCH's newest store.

By Ariane Goldman

Dear Beauties,

Growing up, the Upper East Side was my playground. There’s literally not one block, not one avenue, coffee shop, or underage bar that I couldn’t claim as my own. I’d spend my Saturdays shopping along Madison Avenue (RIP Barneys, still not over it!). I’d meet my friends for frozen hot chocolate at Serendipity. I’d cross town every weekend to have brunch with my grandma (there’s nothing like a bagel and schmear on a Sunday morning from Zabar’s). My high school graduation was on the steps of the MET! The most formative moments of my youth were spent running around this very special part of this very special city.

Which is why I’m so thrilled to be opening our newest HATCH store on the Upper East Side, a literal dream come true that not even a global pandemic could derail. When I opened our first store on Bleecker Street four years ago, that felt like our moment of style, of spunk, of establishing ourselves in the center of the New York fashion scene. But our Upper East Side store feels like coming home. And even though I might feel more “downtown” than “uptown” these days, walking into our beautiful new store – complete with all the fashion, cravings, beauty and comfort you’d expect from HATCH – feels like I never really left. I hope you feel the same way. 

Welcome to the Upper East Side.