Shwick, a flea market that managed to hang on for almost a full year in a town where everyone’s interests are faux–including a love of “antiquing”–has at last surrendered to that great behemoth known as Etsy.
In large part due to the basiques’ laziness in actually going out into the world to unearth the things they need to carefully cultivate the new basique, Shwick also suffered from a location that was not chic enough to draw in as many shoppers as needed to sustain themselves. Gregorio Ultimo, one of the founders of the enterprise, regretfully expressed, “Maybe we should have chosen Ridgewood as our location. People seem to love going there. Or maybe we should never have believed we could appeal to the basiques. I don’t know. It’s too late to deliberate about what went wrong now.”
When asked if the market had any future plans to start up again, perhaps finding somewhere more prominent than the cross streets of Myrtle Avenue and Willoughby Avenue, Ultimo replied, “Why experience failure twice?” His nihilistic response bears a valid point: there is no hope of alluring the basiques with anything truly original.
Written by Genna Rivieccio