About Us

Revived. Reimagined. Re-loved.

That’s what we’re all about: self-expression through sustainable fashion, and pieces that make you feel like your best, most unique self.

Create Your Niche, One Charm at a Time.

Niche Charms all started with a dusty box of vintage deadstock Italian charms and a big burst of nostalgia. As each charm found a new home, something magical happened—people lit up finding pieces that felt like them. What began as a fun side project quickly spiraled into a full-blown charm obsession. Now, Niche Charms is a mix of vintage gems and original designs, made to help you build a bracelet that tells your story, shows off your vibe, and lets you Create Your Niche, One Charm at a Time.

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Personal Style, With a Story

Located on the Upper East Side and Upper West Side of NYC, The Niche Shop is a women-owned small business and a hub for like-minded fashion lovers. We collaborate with local small businesses through in-store pop-ups to foster community and uplift fellow creatives. Whether you’re stopping in for a vintage gem, a one-of-a-kind charm bracelet, or just to say hi—we’ve got a spot for you.
Meet the Founder

Originally from the suburbs of Pittsburgh, PA, Nichole moved to NYC in 2015 with a background in fashion and social media management. After starting her successful blog,NYC Nichole, she realized her love for secondhand shopping could be more than just a hobby. In 2021, she launched The Niche Shop as a pop-up, and by April 2022, alongside her partner Nick, opened their first permanent storefront on the Upper East Side. When she’s not running the shop, Nichole loves hanging out with her two cats, exploring NYC, trying new restaurants, and traveling with her husband.
Curated & Collectible

One person's treasure can be another person's treasure too! At The Niche Shop, we believe that clothes made with quality, style, and care deserve a second lease of life (or a third, or fourth!). Our collection of vintage and secondhand clothing, home decor, accessories and charms has been hand-picked by owner Nichole, for its mix of quality, style, and personality.