AuH20: Gold in the Water

"It's not about the money, money, money, we don't need your money, money, money, we just wanna make the world dance", the joyous lyrics from pop singer Jessie J's "Price Tag", featuring B.o.B.

The up-and-coming British pop sensation recently made a trip to one of my favorite vintage stores, AuH20, in the East Village. AuH20 is owned by Kate Goldwater (what do you know, AuH20 are scientific formulas of her last name!), a Milwaukee native, who graduated from NYU and opened her own shop in October 2006.

"Style, to me, should be what makes you feel comfortable. I've always said that style should not have a brand," Jessie says, "I don't think style's about how much money you wear on your back, or your shoes"

AuH20, is one of the best and affordable vintage shops in the city. No, I'm not talking about $30-worn-shirts. I'm talking about prices you can really afford. $5 rack of new and almost-new clothes, $10 for new and lightly-worn sweaters, who can't afford that?! Best of all, the customer service makes the shopping experience at AuH20 rather pleasant. Kate Goldwater gives a warm greeting, nice chats and a nice farewell. And what do you know, everything in the store is tax-exempt! It's like the tax-exempt period is still on!

The next time you're in the East Village, as a matter of fact, SoHo, be sure to make a visit to AuH20. You won't be disappointed!