NEW YORK – Get to know the woman behind Hellenic Aesthetic, a Greek lifestyle store in the Greek-populated neighborhood of Astoria.
Eight years ago, Marianthi Vlachos opened up her online business selling all things made and imported from Greece.
From selling Greek designer clothing to handmade sandals, embroidered hats, beautiful handcrafted jewelry, women’s accessories, rolled up backgammon boards, tote bags, hats, candles, coffee, and more – this store has been Vlachos’ pride and joy ever since.
Born in Clearwater, FL, Marianthi Vlachos lives in Manhattan and has Greek roots from Kefalonia, Rhodes, Leonidion, and Constantinople.
She is someone who adores Greece, and loves to immerse herself in Greek music, food, and islands.
In an interview with The National Herald, Marianthi Vlachos revealed a bit about herself, how Hellenic Aesthetic came about, her other projects, and her latest collection.
The National Herald first asked about favorite Greek singers. Vlachos replied: “Evangelia, Σtella, and Johan Papaconstantino.”
As for her favorite coffee shops to visit when in Greece, she said, “Myrtilo in Kefalonia, Agora Café by Garden of Ios in Ios, and YAYU in Athens.” Her favorite bars in Greece are Bardot in Antiparos, L’Americano in Hydra, and Heterclito in Athens.
As someone who travels to Greece yearly, sometimes even more, especially to look for new products to bring to Hellenic Aesthetic, Vlachos revealed how each piece in the store is handpicked, to ensure it will suit her clientele in New York.
“I do most of my business and appointments in Athens, but when it comes to looking and seeing what’s around and what the new brands are, I like to go all over the Greek islands, especially Antiparos, Syros, Mykonos, or Santorini, and see what people are wearing, and seeing what’s popular and selling,” she told TNH.
“Once you’ve built relationships with people who make something in Greece, they’re always wanting to help their friends who might have a different store, which will then introduce you to new products and brands. People are very warm and welcoming and it’s always so nice to connect with new people.”
The Greek lifestyle store owner revealed how as well as running her own business, she has been handmaking her own collection of gold fine jewelry, under the name Anthi Jewelry, since 2019. She is also in a partnership with her brother for their joint business, Rise with Apollo Coffee, which launched in 2023.
When asked how she would describe Hellenic Aesthetic, which opened in Astoria at 30-91 31st Street in 2021, but established its presence online in 2017, Vlachos said “we’re America’s first Greek fashion retailer… We’re a multi-brand fashion retailer that specializes in Greek brands. It’s a lifestyle store – and we carry things like pantry items, clothing, jewelry, books, art, things for men.”
After graduating college, and studying art and history, she began visiting Greece frequently and felt inspired by the boutiques, brands, and pieces she was seeing with every trip she went on, which then inspired her in opening the store.
“I was so impressed by these brands, and despite the economic struggles Greece was experiencing during this time, they were insisting on creating really beautiful things…and it was really inspiring that they were so motivated to create, despite the circumstances, as it’s so hard to open a business in Greece,” she said.
Now, eight years on, when asked whether the Hellenic Aesthetic owner planned on expanding her business in the future, she said it wasn’t something she would want to explore.
“I think people would love to see more, and I would love to do it – it’d be my dream to have 50 stores. But when people come into the store, they fully expect to see me here, and when I’m not, people are like, ‘where are you? I came to your store to see you,” Vlachos said.
“I put my heart and soul in here, and I am here, like 90% of the time when I’m in New York, however, if I open another store, I think I’d be spread too thin, and I don’t think that it would be feeling as personal, and I think it would lose something.”
Vlachos, the business owner, jewelry designer, and coffee connoisseur revealed what the response has been like since opening the store four years ago.
“It’s been great. We’ve had people come to the store from all around the world who follow our brand, who know our brand, from Australia, Brazil, Canada, all around the U.S., and from Greece – including some of our designers, which is very cool,” Vlachos said.
“I think Astoria is a wonderful neighborhood. People here really care about supporting businesses, and they want to have cool places to shop. The Greek community really appreciates us too, because we’re showing Greek culture in a different way and reaching different audiences.”
Over the years, Hellenic Aesthetic has held book signings, wine tastings, as well as community and art events in the store.
“It feels good that we’re able to bring in people that are just wanting to connect with Greek culture and fashion,” Vlachos said.
Vlachos further discussed what her new collection, ‘Something Blue’, is all about. She said it was all about honoring a cherished Greek custom, but reimagining it for your wedding day.
“It’s a pin with a blue evil eye on it, and normally when you have a baby, you pin it on them to protect them from the evil eye,” the Hellenic Aesthetic owner said.
“As I didn’t think people are really using them much anymore, I had the idea to take those same pins made in Greece and make them a Wedding Day tradition – so you can pin it in the inside of your dress, on your bouquet, on your garter, and then it’s, like adding an evil eye for good luck.”
Vlachos continued: “Growing up, my Yiayia used to always sew an evil eye into every homecoming and prom dress for me, because she was concerned that someone was going to give me the ‘mati’…so this is like a new way to do that, and I think it’s a really fun way to reinvent an old tradition.”
