You’ve got to love NYC. The sights, lights, smells, and sounds offer a lot for those who live there or are just visitors. Walk down any street and you’re bound to see something “unusual”.

Or perhaps not in this town. If you happen to go down 17^th Street in the Chelsea neighborhood, you’ll see a wedding dress dangling from a fire escape. To some, it may seem unusual, yet to others it’s a message: the doors are open.

About a decade ago, Shareen Mitchell started selling vintage clothes out of a small apartment-turned-shop. Young women became dedicated fans of how she reconstructed old clothes into something they could wear to prom and other formal events.

Eventually, their love for her wares turned into a desire for her to create their wedding dresses too. It took some prodding, but she listened to her clients who didn’t want to go anywhere else for their special occasions.

After getting popular, Mitchell went from selling her garments at flea markets to a space with four walls. Business really began to boom after a vintage blogger posted a photo of herself in one of Shareen’s dresses, and she soon gained a following from all over the world. Business was thriving and still is!

This NYC location was her first, and she also opened a boutique in Los Angeles. In those early years, she was cash-strapped when she moved her shop into the unassuming building on 17^th. So, instead of hanging a shingle, she hung a dress. With the exception of a small sign near the door, you might miss it.

It was a signal to her customers she was open for business, and it remains so to this day. A few years ago, Mitchell decided to focus on wedding dresses for her NY shop, and that’s why you’ll see one strategically placed on the escape now. Her bridal boutique is open by appointment only, but seven days a week.

Although she hasn’t received a formal education in fashion, Mitchell spent time working in the industry for publications and a modeling agency. She learned to appreciate vintage looks and classic silhouettes, but puts her own spin on those designs with her own talents and creative vision.

Remembering her humble beginnings, Shareen makes it a point to offer her dresses at affordable prices to blushing brides. Finding the perfect dress isn’t that difficult either, as she has racks full of custom/remade gowns for women with a variety of tastes.

To get a peek inside the shop, watch this video to hear more about Shareen’s business and to see some of the gowns. And you should decide to take a stroll down this street, look for the signature dress hanging from the second floor. She’s used to strangers stopping to ask about its meaning.

If you’re a New Yorker, are you familiar with this sight outside of the bridal shop? Your thoughts on this clever signage? Do you have a similar story to tell for your business?