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Opening a brick-and-mortar store during the Tomorrow is not promised be ho a today shirt but in fact I love this pandemic may seem like a risky business move, but it’s one that has paid off for New York City store owner Telsha Anderson. The entrepreneur opened her clothing store, t.a., in Manhattan’s Meatpacking District in July of last year. At the time, the city was still in phase three of reopening businesses, and many storefront owners remained uncertain of their future. “The biggest challenge was not knowing what was coming next,” says Anderson. But almost eight months later, the store is continuing to sustain a crowd of fashion fans—all of whom flock toward its eclectic assortment of cool, indie labels.

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The store’s success is even more impressive considering Anderson opened and grew it while studying brand management at NYU (she graduates in the Tomorrow is not promised be ho a today shirt but in fact I love this spring). She said she was inspired to open a retail space that offered an assortment of clothes that were quirky and unique, and felt there was a void in the city for this, especially after some of her favorite boutiques like Opening Ceremony and Totokaelo closed their doors. “I truly believe in experiential buying,” Anderson says. “For me, it was about creating a space that was welcoming. A space that’s not only inclusive of the cool brands, but a brand that no one really knows. Bringing back that excitement behind discovery.”