Change Is Afoot on Sag Harbor’s Main Street

Five of the businesses where change is occurring on Main Street this spring. Staff photos

Sag Harbor’s Main Street is constantly viewed under a public microscope simply by the nature of its prominent path through the village. Lately, the pending addition of several new Main Street businesses can be seen through this lens.

Two of them are targeting a Memorial Day weekend opening: Faherty and Onda Beauty. LoveShackFancy is targeting a May 17 opening. Each of these companies has expressed an intention to stay open year-round.

Onda Beauty is taking over the space formerly home to Lee Jewelers. It will be a sister store to the flagship Onda Beauty store in New York City’s TriBeCa neighborhood, and is co-owned by Sarah Bryden-Brown, Larissa Thomson and the actress Naomi Watts. The store will sell “clean and nontoxic” self-care and beauty products, including some organic ones, for the skin, face, hair and overall body, according to Ms. Bryden-Brown. Onda Beauty will also offer facials and massages, and will host space for wellness practitioners such as acupuncturists and reiki therapists.

“We’re very excited about our position on Main Street,” Ms. Bryden-Brown said. “We think it’s a great part of town and we have a lovely garden that’s part of our store. We’ll be doing a lot of events inside and out. We’re here for the community to really look after themselves. Every product we sell is created in a sustainable way that is good for the environment. It’s not only good for you, but it’s also good for the planet.”

Onda Beauty was the beneficiary of an expedited site plan approval by the Sag Harbor Planning Board, which last week waived a full, formal review and public hearing because the use of the space was transferring from one permitted use to another under the village’s zoning code.

Faherty is a family-owned clothing store with six other locations, mostly in resort towns. It will open in the storefront formerly home to Breezin’ Up. It was founded by twin brothers Alex and Mike Faherty, who grew up in a small coastal town in New Jersey. Alex Faherty said they sought a place with the same vibe as their hometown when searching for a new store location, and were familiar with Sag Harbor after spending much time visiting the South Fork.

“We always gravitated to downtown Sag Harbor,” he said. “It has a super quaint, old school feel, simple and classic, that felt exactly like the town we grew up in. When we were ready to open a store in the Hamptons, Sag Harbor was the only place we wanted to go. We like to open stores in places where we want to spend time in, and Sag Harbor is it.”

Mr. Faherty signed a five-year lease with an option for an extension. “We want to be a part of the community,” he said. “We want to participate in any way that we can. That’s just the type of people we are.”

LoveShackFancy, a clothing and accessories store for women, will occupy the former Calypso space. Its founder, Rebecca Hessel Cohen, grew up in Bridgehampton and has a house in Sagaponack. She said Sag Harbor “felt like a natural location choice.”

LoveShackFancy will carry an original line as well as a vintage collection, accessories, flowers, gifts, home accents and international items, and is planning to host events for adults and kids alike.

“There was no other option for us besides Sag Harbor for our first retail location,” Ms. Cohen said. “We love the intimacy, charm and neighborhood feel. The architecture of the shops and restaurants fits with our aesthetic — cottage, eclectic romantic and old world — the perfect synergy for the LoveShackFancy experience.”

She said she hopes LoveShackFancy will mesh with Main Street.

“We want to create and add to this community of artists, antique collectors, local florists and friends and family who make Sag Harbor such an inspirational place,” Ms. Cohen said. It’s “a community with a lot of character and a New England seaport that has strong traditions mixed with modern ideas, just like LoveShackFancy.”

According to a liquor license application filed March 7 with the New York State Liquor Authority by the restaurateur Gianpaolo de Felice, the Southampton restaurant Tutto il Giorno is slated to take over the space formerly home to Muse at 16 Main Street — where the windows are currently papered with coverings that say “Raise Awareness” and “Inspire Change” along with the logo for the store Urban Zen, which was founded by design icon Donna Karan, whose daughter, Gabby, owns Tutto il Giorno with her husband, Mr. de Felice.

But amid all the changes, at least one thing is staying the same: The phone number to order a pizza on Main Street.

Sag Pizza, the restaurant succeeding Conca d’Oro at 103 Main Street, got approval last week from Sag Harbor’s Board of Historic Preservation and Architectural Review for a new red-and-white striped awning that will feature its telephone number, which just so happens to be the same number that Conca d’Oro had — (631) 725-3167.

Members of the BHPAR questioned the addition of the phone number, but their attorney, Elizabeth Vail, reminded them that “there’s a huge restriction on any board’s ability to regulate the content of a sign.” The board ultimately unanimously approved the new awning, old telephone number and all.