Susan Alexandra is bringing colorful maximalism uptown, opening a second boutique at 1088 Madison Avenue, a new chapter for the self-funded accessories brand from Susan Korn.

Korn’s first storefront on Orchard Street, which opened five years ago, quickly became a Lower East Side destination — equal parts retail space and neighborhood community space. Known for its candy-colored beaded bags, custom pet portraits and technicolor jewelry, the store often has lines around the block with several moments of TikTok fame.

But Korn, who has amplified her brand awareness with a mix of collaborations from Crocs and Bose to Hello Kitty, Claire’s and Baskin-Robbins, is cautious about relying on social media fame. “Virality is such a funny fickle thing,” Korn said to WWD. “It can be an incredible boom to a business, especially if you don’t have a massive marketing budget. On the same hand, it’s terrifying to try to keep that momentum going and to create a brand that’s not just built around virality.”

The founder’s goal has always been longevity by building relationships with customers who return for birthdays, weddings and life’s celebrations, anchoring her brand in community over clicks.

If Orchard Street feels like a clubhouse — exuberant, saturated with a bit of downtown irreverence — Madison Avenue, which opened with an event during New York Fashion Week, is its polished older sister designed by Korn with Studio Galeon. It takes a few cues from its neighbor, The Metropolitan Museum of Art, featuring handmade Murano mirrors by Barbini, custom Susan Alexandra beaded sconces and chandeliers, sherbet-toned tile and moiré fabric walls, all enveloped in the brand’s signature “happy yellow” setting a tone in a space Korn called “a magical jewel box.”

“The overall vibe is a touch more grown,” she explained. The merchandising reflects that shift: more fine jewelry, more intricately beaded handbags, and a layout designed to encourage lingering. Korn says when the space became available, she jumped at it but real data played a key role in expansion. “We saw that many customers in the Upper East Side were ordering online rather than visiting our physical store — which makes sense. New Yorkers stay in their neighborhoods and shop from their communities.”

Community remains central. A monthlong pop-up in December 2025 served as proof of concept. The response exceeded expectations, particularly a bead night event that sold out and becomes a recurring activation. For Korn, it reinforced that uptown customers were eager not only to shop but to gather.

“Some people find us through our custom pet program, others through our Judaica. Many customers have stayed with us after first purchasing beaded bags,” she said of her diverse set of clients, elaborating that her jewelry has recently been her most in-demand category.

Next up? Los Angeles. “Second to NYC, this is our biggest market, and I think the brand would really resonate,” Korn said. “Plus, it would be nice to get out of NYC in the winter.”